175602 Getting the message out: A cross cultural comparison of older adults' media awareness, information needs, and ideas about maintaining a healthy brain

Tuesday, October 28, 2008: 8:53 AM

Daniela Friedman, PhD , Department of Health Promotion, Education, and Behavior, University of South Carolina, Columbia, SC
James N. Laditka, DA, PhD, MPA , Health Services Reserach Doctoral Program Director, Associate Professor, University of North Carolina at Charlotte, Charlotte, NC
Rebecca H. Hunter, MEd , Center for Aging and Health, School of Medicine, University of North Carolina, Chapel Hill, NC
Susan L. Ivey, MD, MHSA , Health Research for Action, School of Public Health, University of California, Berkeley, Berkeley, CA
Bei Wu, PhD , West Virginia University, Center on Aging, Morgantown, WV
Sarah B. Laditka, PhD , Associate Professor and MHA Program Director, Department of Public Health Sciences, University of North Carolina at Charlotte, Charlotte, NC
Winston Tseng, PhD , Health Research for Action, School of Public Health, University of California, Berkeley, Berkeley, CA
Sara J. Corwin, MPH, PhD , Department of Health Promotion, Education, and Behavior, University of South Carolina, Columbia, SC
Rui Liu, MPA , Department of Epidemiology and Biostatistics, University of South Carolina, Columbia, SC
Anna E. Mathews, MS, CHES , Health Promotion, Education, and Behavior, University of South Carolina, Columbia, SC
PURPOSE: Recent evidence suggests that engaging in healthy lifestyles, including physical activity and a healthy diet, may help to maintain cognitive function and reduce the risk of developing brain disorders such as Alzheimer's disease and vascular dementia. In this article we report the impact of media information on seniors' awareness of cognitive health, and older adults' ideas on how to maintain brain health and motivate others to engage in activities that may reduce the risk of cognitive decline. DESIGN AND METHODS: Results are from 19 focus groups in 3 States representing diverse older adults (45 to 75 years). Six groups were with African Americans (North Carolina, South Carolina); 7 with Asian Americans (4 Chinese and 3 Vietnamese in California); 4 with non-Hispanic Whites (SC); and 2 with American Indians (North Carolina). A qualitative thematic analysis using grounded theory was conducted with Atlas.ti software. RESULTS: Overall, seniors did not trust the quality of brain health information reported in the media. They recommended, however, that both print and broadcast media be used to inform others about brain health. African Americans recommended education sessions, and suggested media outlets less often than Whites. Chinese and Vietnamese Americans trusted information from family and friends, ethnic-specific media, and community-based organizations. Chinese also recommended a wide variety of social activities for brain health including conversation, staying informed, and playing games. IMPLICATIONS: A cross cultural analysis of seniors' awareness and opinions about brain health will expand our understanding of how to tailor health communication efforts about cognitive health.

Learning Objectives:
1. Articulate cross cultural comparisons of older adults’ media awareness relating to maintaining brain health. 2. Define older adults’ information needs regarding maintaining a healthy brain. 3. Describe ideas for tailoring health communications for older adults, to promote brain health.

Presenting author's disclosure statement:

Qualified on the content I am responsible for because: I am an Assistant Professor in the Department of Health Promotion, Education, and Behavior at the Arnold School of Public Health, University of South Carolina. I study health literacy and risk communication among vulnerable population groups including older adults, individuals with limited literacy, and ethnic minorities. I use both quantitative and qualitative approaches to explore people’s health information seeking behaviors and their comprehension of media and Web-based health and risk resources.
Any relevant financial relationships? No

I agree to comply with the American Public Health Association Conflict of Interest and Commercial Support Guidelines, and to disclose to the participants any off-label or experimental uses of a commercial product or service discussed in my presentation.

See more of: Promoting Cognitive Health: A Formative Research Collaboration of the Healthy Aging Research Network
See more of: Gerontological Health