Impact of Technology in Reaching African American Women with Breast Cancer Messages

While effective communication is essential in achieving positive health outcomes for patients, studies have concluded that individuals from various culture groups deal with communication differently than do those from the dominant culture. Consequently, as more and more individuals and organizations use the Internet and websites for communicating information about medical conditions, more studies are needed to examine the effects of different technological techniques (Internet, websites, touch screens, music-CDs, and interactive CD-ROMs) to determine their usefulness with clients of diverse backgrounds. While many patients from diverse culture groups can access different breast cancer educational sources, they still experience barriers in their attempt to access health care. The purpose of this paper is to summarize recent focus group data associated with AAW who indicated they received a mammogram in the past year. The ultimate goal was to document their experiences with receiving breast cancer messages using various technologies such as video-tapes, CD-ROMs, music-based CDs, Internet, and traditional educational methods to determine the impact of these technologies on their health seeking behaviors. Two research questions guided the investigation 1) What technologies and experiences guide AA women in their decision making to seek mammography screening? and 2) Which technological strategy is most effective at increasing mammography use in AA women? Preliminary findings from the focus group study show that breast health messages are reaching African American women and AA women do have perceptions about which technology works best in motivating them to obtain mammograms. Additional data show that AA women continue to experience barriers with these technologies, such as not being able to identify with the message, literacy levels, and convenience of receiving the message, all which still obstruct and delay participation in cancer screenings.