246353 Promoting Healthy Communities: The Role of Cultural Narrative in Keeping Korean Women Free from Cervical Cancer

Monday, October 31, 2011

Lourdes Baezconde-Garbanati, PhD, MPH , Department of Preventive Medicine, Institute for Health Promotion & Disease Prevention Research, University of Southern California, Los Angeles, CA
Sheila Murphy, PhD , Annenberg School of Communication, University of Southern California, Los Angeles, CA
Meghan Bridgid Moran, PhD , School of Communication, San Diego State University, San Diego, CA
Joanne Cho, MPH , Department of Preventive Medicine, Institute for Health Promotion & Disease Prevention Research, University of Southern Californ, University of Southern California, Alhambra, CA
Paula Amezola, MPH , Annenberg School for Communication and Journalism and Keck School of Medicine, University of Southern California, Marina del Rey, CA
Background: Korean women suffer disproportionately from cervical cancer. However, less than half get a Pap test according to recommendations. With early detection and the advent of the Human Papilloma Virus (HPV) vaccine, cervical cancer is both a curable and preventable disease. Purpose: To understand how a culture specific narrative, different from ones own, may transcend cultural boundaries; and impact Korean women's knowledge, attitudes and prevention behaviors regarding cervical cancer screening and the use of the HPV vaccine. Methods: A transdisciplinary team at the University of Southern California conducted two focus groups with English-speaking Korean American women between the ages of 25 and 45. Participant responses were video-taped, transcribed and content analysis was conducted to gauge acceptance and identify themes between the narrative and non-narrative focus groups. Results: Women in the narrative focus group reported being distracted by Spanish words occasionally used in the film, the Latino family dynamics portrayed in the film, and the information on HPV transmission. Across both focus groups women reported learning additional information about the prevalence, transmission and prevention of the HPV virus. Discussion: Korean women preferred an Asian culturally competent narrative (storyline). However, most participants thought women, regardless of ethnicity and who watched the narrative film, would be moved to get a Pap test and/or get vaccinated against HPV. While the narrative appeared to transcend certain cultural boundaries further research is needed to determine whether a failure to identify with fictional characters limits the ability of narratives to change relevant knowledge, attitudes and behavior.

Learning Areas:
Administer health education strategies, interventions and programs
Assessment of individual and community needs for health education
Diversity and culture

Learning Objectives:
-Discuss if narrative format health information on cervical cancer was an effective tool to transform the knowledge and attitudes of Korean women -Explain if a culturally specific narrative could transcend cultures, eliminating barriers to discussion about sexual matter -Describe the results from the focus groups that was conducted to test the narrative format health information among Korean women -Identify the barriers that prevent Korean women from getting screened for cervical cancer

Presenting author's disclosure statement:

Qualified on the content I am responsible for because: I am qualified to be the presenter because I'm a principle investigator for this grant funded by NIH.
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.