Women s response to health messages in tv storylines
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Women’s Response to Health Messages in TV Storylines. Vicki Beck, M.S. Director, Hollywood, Health & Society USC Annenberg Norman Lear Center USC Provost’s Retreat on Health October 21, 2004. Staff Martin Kaplan, PhD Vicki Beck, MS Jennie Greene, MSPH Grace Huang, MPH Scott McGibbon

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Women’s Response to Health Messages in TV Storylines

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Women s response to health messages in tv storylines

Women’s Response to Health Messages in TV Storylines

Vicki Beck, M.S.

Director, Hollywood, Health & Society

USC Annenberg Norman Lear Center

USC Provost’s Retreat on Health

October 21, 2004


Hollywood health society

Staff

Martin Kaplan, PhD

Vicki Beck, MS

Jennie Greene, MSPH

Grace Huang, MPH

Scott McGibbon

Mandy Shaivitz, MPH

CDC and NCI

Varian Brandon, MMC/CDC

Mary Anne Bright, MN/RN/NCI

Cheryl Lackey, MPH/CDC

Michael Miller, MPH/MS/NCI

May Kennedy, PhD/CDC

Ann O’Leary, PhD/CDC

William Pollard, PhD/CDC

David Whittier, PhD/CDC

Annenberg School for Communication

Michael Cody, PhD

Sheila Murphy, PhD

Arul Chib, PhD candidate

Lisa Robinson, MA candidate

Holley Wilkin, PhD candidate

Keck School of Medicine

Tom Valente, PhD

Janice Hsu, MPH candidate

Wes Kidder, MPH candidate

UCSB

Ron Rice, PhD

Emily Moyer-Gusé, PhD candidate

UGA

Vicki Freimuth, PhD

Monica Beckham, PhD candidate

Hollywood, Health & Society


Developing and evaluating health messages in tv storylines

Developing and Evaluating Health Messages in TV Storylines

  • TV Shows: 6 TV Networks - DT and PT Shows

  • Experts: CDC, NCI, USC, UCLA, State/County DHS

  • Advisors: TV Networks, TV Guilds, USC, CDC, NCI, State/County DHS

  • Staff: Director, 3 MPH staff, administrator

  • Interns: USC, Long Beach, Northridge, UCLA

  • Researchers: USC, UGA, UCSB Research Projects

    • TV Monitoring/Sheila Murphy and Michael Cody

    • Audience Impact Studies/Tom Valente

    • Audience Impact Studies/Network Research Group


Women

Who Reports Learning About Diseases and Prevention?

57% of regular

viewers learned

something:

  • 61% of women

  • 51% of men

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)


Women s response to health topics in tv dramas

Women’s Response to Health Topics in TV Dramas 

Actions Taken Among Regular TV Drama Viewers

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


Hiv aids on the bold the beautiful

HIV/AIDS on The Bold & The Beautiful


Call attempts to cdc national std aids hotlines 800 342 2437 august 13 2001

Call attempts to CDC National STD/AIDS Hotlines 800-342-2437 August 13, 2001

Number of call attempts

1840

Time of day – Eastern Daylight Time

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


Daily call attempts to cdc national std aids hotline 800 342 2437 january december 2001

Number of call attempts

Aug. 13. B&B*

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

Aug. 3 B&B*

2 MTV Specials on World AIDS Day*

Surgeon General airs PSA*

60 Minutes

* = Hotline number aired

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

Daily call attempts to CDC National STD/AIDS Hotline800-342-2437January – December, 2001

* = Hotline number aired


Breast cancer on ladr n de corazones

Breast Cancer on Ladrón de Corazones


Women

Ladrón de CorazonesAudience Knowledge

(n=321, 293)

  • Radiation therapy is the recommended treatment following a lumpectomy

  • A mastectomy is the recommended treatment for breast cancer in early pregnancy

  • Getting a second opinion is important before making a treatment decision

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).


Contact

Contact

Vicki Beck, MS

DirectorHollywood, Health & SocietyUSC Annenberg Norman Lear Center

[email protected]: (323) 782-3315 

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


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