261761 La Prueba de Detección de Cáncer Colorrectal: A Content Analysis of Colorectal Cancer Print Materials Targeted at Latino Audiences

Wednesday, October 31, 2012 : 1:30 PM - 1:45 PM

Everett Long, MA , College of Public Health, Health Promotion and Behavior, University of Georgia, Athens, GA
Lourdes Martinez-Cox, MS , College of Public Health, Department of Health Promotion and Behavior, University of Georgia, Athens, GA
The U.S. Hispanic population suffers from one of the lowest colorectal cancer (CRC) screening rates, is more likely to be diagnosed in an advanced CRC stage, and many have limited access to care. Research has indicated that print materials are among the preferred sources for uninsured Hispanics to seek health information. A deductive content analysis of CRC print materials, guided by social cognitive theory, was employed using a previously established rubric. Items were retrieved through Internet searches and had to be (a) written in Spanish (b) intended for patient use, and (c) contain information about CRC. The resulting materials (N = 18) came from federal agencies, non-profit organizations, and websites that provide cancer materials. Materials were independently coded by two individuals fluent in Spanish. Average SMOG readability score was 8.5.The use of stylistic elements varied: definitions (9); theory (5); key points (11), headers (15); and illustrations (9). Cultural content specific to Hispanics appeared in half or fewer items: familismo (8), personalismo (8), respeto (7), and confianza (9). Few items (4) addressed resources for uninsured patients. Four items had components of self-efficacy. Materials are available for Spanish speakers regarding CRC screening. However, these appear to be written at a high literacy level and may be inappropriate for this target group. Information to facilitate free or low cost screening is absent which may contribute to decreased CRC screening in this population.

Learning Areas:
Communication and informatics
Diversity and culture

Learning Objectives:
Describe at least one example of stylistic criteria for developing culturally appropriate print materials. Identify key content areas for print materials specific to Hispanic populations.

Keywords: Hispanic, Cancer Screening

Presenting author's disclosure statement:

Qualified on the content I am responsible for because: I am currently a graduate student in Health Promotion and Behavior. I have done various research projects for class concerning health communication efforts for the Latino population. For my thesis research I investigated communication issues concerning diabetes in the city of Morelia, Mexico. I also have worked extensively with the Latino population as a case-manager and medical interpreter.
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.