Women’s Response to Women’s Response to Health Messages in TV Health Messages in TV

StorylinesStorylines

Vicki Beck, M.S.Director, Hollywood, Health & SocietyUSC Annenberg Norman Lear CenterUSC Provost’s Retreat on HealthOctober 21, 2004

Hollywood, Health & SocietyHollywood, Health & Society

StaffStaffMartin Kaplan, PhDMartin Kaplan, PhDVicki Beck, MS Vicki Beck, MS Jennie Greene, MSPHJennie Greene, MSPHGrace Huang, MPHGrace Huang, MPHScott McGibbonScott McGibbonMandy Shaivitz, MPHMandy Shaivitz, MPH

CDC and NCICDC and NCIVarian Brandon, MMC/CDCVarian Brandon, MMC/CDCMary Anne Bright, MN/RN/NCI Mary Anne Bright, MN/RN/NCI Cheryl Lackey, MPH/CDCCheryl Lackey, MPH/CDCMichael Miller, MPH/MS/NCIMichael Miller, MPH/MS/NCIMay Kennedy, PhD/CDCMay Kennedy, PhD/CDCAnn O’Leary, PhD/CDCAnn O’Leary, PhD/CDCWilliam Pollard, PhD/CDCWilliam Pollard, PhD/CDCDavid Whittier, PhD/CDCDavid Whittier, PhD/CDC

Annenberg School for Annenberg School for CommunicationCommunication

Michael Cody, PhDMichael Cody, PhDSheila Murphy, PhDSheila Murphy, PhDArul Chib, PhD candidateArul Chib, PhD candidateLisa Robinson, MA candidateLisa Robinson, MA candidateHolley Wilkin, PhD candidateHolley Wilkin, PhD candidate

Keck School of MedicineKeck School of Medicine Tom Valente, PhDTom Valente, PhDJanice Hsu, MPH candidateJanice Hsu, MPH candidateWes Kidder, MPH candidateWes Kidder, MPH candidate

UCSBUCSBRon Rice, PhDRon Rice, PhDEmily Moyer-Gusé, PhD candidateEmily Moyer-Gusé, PhD candidate

UGAUGAVicki Freimuth, PhDVicki Freimuth, PhDMonica Beckham, PhD candidateMonica Beckham, PhD candidate

Developing and Evaluating Developing and Evaluating Health Messages in TV Health Messages in TV

StorylinesStorylines TV Shows:TV Shows: 6 TV Networks - DT and PT Shows 6 TV Networks - DT and PT Shows Experts:Experts: CDC, NCI, USC, UCLA, State/County CDC, NCI, USC, UCLA, State/County

DHSDHS Advisors: Advisors: TV Networks, TV Guilds, USC, CDC, TV Networks, TV Guilds, USC, CDC,

NCI, State/County DHSNCI, State/County DHS Staff:Staff: Director, 3 MPH staff, administrator Director, 3 MPH staff, administrator Interns:Interns: USC, Long Beach, Northridge, UCLA USC, Long Beach, Northridge, UCLA ResearchersResearchers: USC, UGA, UCSB Research : USC, UGA, UCSB Research

ProjectsProjects TV Monitoring/Sheila Murphy and Michael CodyTV Monitoring/Sheila Murphy and Michael Cody Audience Impact Studies/Tom ValenteAudience Impact Studies/Tom Valente Audience Impact Studies/Network Research Group Audience Impact Studies/Network Research Group

57% of regular57% of regular

viewers learnedviewers learned

something:something:

61% of women61% of women

51% of men51% of men

0

10

20

30

40

50

60

70

80

Reg. Viewers

Hispanicwomen

Hispanicmen

Blackwomen

Black men

Whitewomen

White men

Who Reports Learning Who Reports Learning About Diseases and About Diseases and

Prevention? Prevention?

Source: Beck, V., Huang, G.C., Pollard, W.E., Johnson, T.J. (2003). Reaching out to multicultural audiences through entertainment media. Paper presented at the American Public Health Association 131st

Annual Meeting and Exposition, San Francisco, California. (Data: Porter Novelli 2001 HealthStyles)

Source: 2001 Healthstyles Survey (N=3,583), Porter Novelli

0

5

10

15

20

25

30

35

40

Discussion Prevention Health-Care Seeking

All Viewers

All Women

Hispanic Women

African AmericanWomen

White Women

Actions Taken Among Regular TV Drama Viewers

Women’s Response to Women’s Response to Health Topics in TV Dramas Health Topics in TV Dramas 

HIV/AIDS on HIV/AIDS on The Bold & The The Bold & The BeautifulBeautiful

Call attempts to CDC National STD/AIDS Call attempts to CDC National STD/AIDS HotlinesHotlines 800-342-2437 800-342-2437

August 13, 2001August 13, 2001

0200

400600800

1000120014001600

18002000

Time of day – Eastern Daylight Time

Num

ber

of

call

atte

mpt

s

1840

Source: Kennedy et al. ( 2004). Journal of Communication 54(2), 287-301.

Daily call attempts to CDC National STD/AIDS Daily call attempts to CDC National STD/AIDS HotlineHotline 800-342-2437800-342-2437

January – December, 2001January – December, 2001

Aug. 13. B&B*

60 Minutes

Rap-It-Up PSA Campaign, BTV, HIV Testing Day*

Aug. 3 B&B*

Surgeon General airs PSA*

* = Hotline number aired

2 MTV Specials on World AIDS Day*

Num

ber

of

call

atte

mpt

s

Jan Feb Mar April May Jun July Aug Sept Oct Nov Dec

* = Hotline number aired

Breast Cancer on Breast Cancer on Ladrón de CorazonesLadrón de Corazones

Radiation therapy is the Radiation therapy is the recommended treatment recommended treatment following a lumpectomyfollowing a lumpectomy

A mastectomy is the A mastectomy is the recommended treatment recommended treatment for breast cancer in early for breast cancer in early pregnancypregnancy

Getting a second opinion Getting a second opinion is important before is important before making a treatment making a treatment decisiondecision

35%46%

pre-test post-test

21%

8%

pre-test post-test

(n=321, 293)(n=321, 293)

98%97%

pre-test post-test

LadrLadrón de Corazonesn de CorazonesAudience KnowledgeAudience Knowledge

Source: Carrasquillo, M. Valente, T., Wilkin, H., Bright, M.A., Slan, L., Beck, V. and Huang, G. (2003, Nov.). Spanish language TV viewers and health information: Partnering with public health to educate about breast cancer. Paper presented at the American Public Health Association 131st Annual Meeting and Exposition, San Francisco, CA.

Data Source: Telemundo Network. (2003).

ContactContact

Vicki Beck, MSVicki Beck, MSDirectorDirector

Hollywood, Health & SocietyHollywood, Health & SocietyUSC Annenberg Norman Lear CenterUSC Annenberg Norman Lear Center

vbeck@usc.eduvbeck@usc.eduPhone: (323) 782-3315  Phone: (323) 782-3315 

http://www.entertainment.usc.edu/hhs http://www.entertainment.usc.edu/hhs