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333933
Mapping the Health Information Environment in a Rural, Culturally Diverse Region


Wednesday, November 4, 2015

A Susana Ramirez, Ph.D., MPH, Public Health, University of California, Merced, Merced, CA
Erendira Estrada, BA, University of California Merced, Merced, CA
Ariana Ruiz, BA, University of California, Merced, Merced, CA
Background: Media are important sources for health information for behavior change, and especially critical sources for information dissemination in rural regions with geographically-dispersed populations that are harder to reach with other channels. Health information is unequally distributed; this is compounded in rural regions that face multiple barriers to health, contributing to rather than eliminating disparities. We map prevalence of health-related news in a culturally-diverse rural California county characterized by extremely high levels of poverty, unemployment, low educational attainment; >50% Mexican-origin.

Methods: Census and content analysis of all English and Spanish newspapers distributed in the county (1,972 square miles; population: 255,793). Each article coded for health topic and information utility.

Results: 367 health-related articles published during 6-month study period. Four largest newspapers accounted for 81% of health-related articles (n=297); only one (bilingual) targeted the majority Latino population. #1 health topic was HC access/insurance/policy (n=107). Also covered: PA (n=67), diet/nutrition (n=39); general prevention (n=39). Information was of limited practical utility (e.g., health promotion). Important differences across newspaper types were identified.

Discussion: Given study’s timeframe and regional challenges, focus on access/insurance/policy is clear. The region faces health burdens from extremely high rates of obesity and diabetes, explaining the abundance of articles relating to PA/diet. Notably absent from coverage are environmental health threats critical in this agricultural area. Also missing: Coverage of social determinants of health, notable in a region that suffers extreme economic/educational/health disparities.  We discuss implications for interventions to disseminate useful, relevant health information involving partnerships with mass media organizations/researchers/public health officials.

Learning Areas:

Communication and informatics
Diversity and culture

Learning Objectives:
Describe the health information sources available in a rural, culturally and linguistically diverse region. Compare the health information present in the region in terms of utility for audiences that suffer from health disparities. Discuss the unmet health information channel and content needs in a rural, diverse region and describe intervention strategies to address these needs.

Keyword(s): Latinos, Rural Health

Presenting author's disclosure statement:

Qualified on the content I am responsible for because: I have a PhD in communication and an MPH. My research focuses on understanding how the information environment influences individual and population level health and health behaviors.
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.

Back to: 5022.3: Cutting Edge Research in Communication, Media and Public Health (organizrd by HCWG)