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Activity Number:
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21
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Type:
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Contributed
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Date/Time:
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Sunday, August 8, 2004 : 2:00 PM to 3:50 PM
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Sponsor:
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Section on Health Policy Statistics
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| Abstract - #301620 |
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Title:
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Soap Operas, Primetime Dramas, and Public Health: Analysis of National Consumer Panel Survey Data for Health Communication Planning
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Author(s):
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William E. Pollard*+ and Vicki Beck
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Companies:
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Centers for Disease Control and Prevention and USC Annenberg Norman Lear Center
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Address:
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1600 Clifton Rd., NE, Atlanta, GA, 30345,
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Keywords:
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health surveys ; public health
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Abstract:
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Audience analysis is an essential component in planning health communication for disease prevention and health promotion. The Centers for Disease Control and Prevention and the USC Annenberg School for Communication provide outreach and technical assistance to writers and producers of television dramas to provide accurate timely information about disease, injury, and disability. The analysis of national survey data for guiding this communication work will be discussed. The data are consumer mail panel surveys conducted annually from 1999 to 2003 with nationally representative samples of 3,000 to 4,000 respondents per year. Results show that various age groups, education and income levels, and minority groups most at risk for preventable disease are among those with the highest rates of viewing of soap operas and primetime dramas. Furthermore, many of these regular viewers report learning about health from these shows and report taking one or more actions as a result. Methodological issues in the analysis of consumer mail panel data are discussed and the implications for disseminating public health messages are described.
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- The address information is for the authors that have a + after their name.
- Authors who are presenting talks have a * after their name.
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