southern sociological society 2012
DESCRIPTION
Panel presentation: Health Disparities: Literacy, Information, and CommunicationTRANSCRIPT
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Sandra L. Paredes
Johns Hopkins University Master's Candidate
Communication
Hispanic Women's Perceptions and Attitudes of Health
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If we frame health messages within the intended audiences' cultural context, can we shift the locus of control and increase disease prevention?
Acculturation & Disease Prevention
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Impetus
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Health Perspectives
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Literature Review
Coronado, Thompson, Tejeda & Garcia (2004) • diabetes risk factors: heredity, diet high in fat and sugar, obesity • emotional trigger: susto made them susceptible to getting diabetes
Pérez-Stable, Sabogal, Otero-Sabogal, Hiatt, & McPhee (1992) • cancer causes : sugar substitutes, bruises, microwaves, antibiotics • attitudes: death sentence, punishment from God, and unpreventable
Flórez, Aguirre, Viladrich, Céspedes, De La Cruz, & Abraído (2009) • locus of control: internal (individual action) & external (God’s will) • nuance: God helps people who help themselves • proactive: regular screenings, especially if at risk for breast cancer
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Health Literacy
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Intended Audience Perspective
Source: DC Cancer Consortium & Westat. (2009). Is your body talking? Take time to Listen: An ovarian and endometrial cancer awareness campaign. www.dccancerconsortium.org
Craft messages that
resonate with the intended audience.
Capture the emotional nuances of health within audience's life context.
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BEHAVIORAL AND SOCIAL SCIENCE INTERVENTIONS FOR HEALTH CARE ATTAINMENT Healthful Mind-body Interaction -- stress reduction relaxation, non-pharmacologic pain and anxiety treatment, substance abuse treatment, sobriety maintenance Health Promotion and Wellness -- public and social media health education, community motivational interventions, impactful health literacy.
Social Science Perspective
Source: Association of American Medical Colleges. (2011). Behavioral and social science foundations to future physicians. www.aamc.org
A complete medical education must include, alongside physical and biological science, the perspectives and findings that flow from the behavioral and social sciences.
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Research Design
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Research Questions
RQ1: How does acculturation affect Hispanic women’s culturally bound health attitudes and perceptions?
RQ2: How do Hispanic women adopt biomedical health attitudes in the U.S.?
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Focus groups • 2 groups, each with 6 -8 participants (n ≈ 14) • English & Spanish • Recruit via local businesses, social media & word-of-mouth in Washington, D.C.
Audience • Women • Ages 18+ • Hispanic & Hispanic-American
Methodology & Audience
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Demographics i.e., birthplace, years living in the U.S., age at arrival
Acculturation • Language preference for media (i.e., radio, newspaper, books, websites) • Language preference for socializing (i.e., family, friends, work, school • Cultural self-identification (i.e., Hispanic, Hispanic-American)
Health Behaviors & Beliefs • Preventative (i.e., vaccines, women’s exams, eye & dental exams) • Familiarity with cultural health beliefs (i.e., mal de ojo, susto) • Cancer beliefs (i.e. preventable, treatable, curable)
Screening Tool
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Focus Group Segments
More Acculturated
Less Acculturated
Primary language
English Spanish
Birthplace U.S. or foreign foreign
U.S. arrival child adult
Age Under 40 40+
Self-identity Hispanic-American
Hispanic
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Last thought …
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