Health disparities in primetime television: Evaluating content and impact of popular medical shows on minority viewers

Several studies have shown that television serves as a primary source of health information for viewers (Brodie et al., 2001; Kennedy et al., 2003; Sharf et al., 1996), especially minority viewers who are at higher risk for disease and disability (Beck & Pollard, 2003). This underscores the importance of accurate health content in entertainment television, and of the need to understand its impact on diverse audience groups.

Since the spring of 2003, the Annenberg TV Monitoring Project has conducted in-depth content analyses of 70-plus health topics in top-rated television shows for African American, Hispanic and general audiences. We will report and compare findings across four television seasons, to document health topics, prevention messages, risk factors, symptoms, diagnoses, and health disparities issues on shows most popular among groups with health disparities. We will identify storylines that addressed access to care, cross-cultural practices and delivery of care, to report on educational value of these storylines. Differences in gender, age and ethnic representation of characters will be discussed.

We will also present findings from an evaluation of an ER health disparities storyline. Results indicate that viewers who were exposed to the storyline had more knowledge about patient navigators and a cancer myth than non-viewers, a stronger likelihood to seek help from support structures, and greater intention to have or recommend breast cancer screening. This study demonstrates the importance of addressing health barriers and treatment options through entertainment television, and documenting the effects of storylines on minority and at-risk groups.