Cancer disproportionately affects African Americans. In 2001, an estimated 130,800 African Americans will be diagnosed with cancer and 63,500 will die. Black newspapers are a trusted and culturally relevant communication medium that has not yet been systematically reviewed for cancer-related content, especially those appropriate for African Americans. In this pilot study, we content analyzed Black newspapers from twelve large cities, ten standard metropolitan areas (SMAs), and thirteen predominately black counties (PBCs). To determine differences in cancer coverage, we monitored 36 Black newspapers and 22 general press newspapers in the three different-sized communities over four months. Results found that cancer stories make up only 1% of all stories in Black newspapers, and only 18% of health related stories. More specifically, Black newspapers in large cities covered cancer in 2% of all stories and 21% of health related stories; for SMAs, 1% of all and 13% of health; and for PBCs, 1% of all and 16% of health. Although Black newspapers from large cities publish more cancer stories than those from SMAs or PBCs, the proportion of articles that cover cancer among the three types does not vary significantly. Compared to general press coverage, proportions of cancer stories are similar even though they contain more stories in general. Utilizing existing communication channels to help reduce health disparities is both practical and desirable. These channels can provide culturally relevant information on cancer prevention, screening, and treatment, and can potentially increase the likelihood that the information will reach and positively affect the intended audience.
Learning Objectives: 1. Compare and contrast the frequency and content of cancer coverage in both Black media and mainstream media from large cities, standard metropolitan areas (SMAs), and predominately black counties (PBCs). 2. Discuss the potential of accessing Black newspapers to reduce health disparities among African Americans. 3. Discuss implications for increasing cancer coverage in Black media.
Keywords: Media Advocacy, Cancer
Presenting author's disclosure statement:
Organization/institution whose products or services will be discussed: None
I do not have any significant financial interest/arrangement or affiliation with any organization/institution whose products or services are being discussed in this session.