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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. 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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  1. 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

  2. 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

  3. 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

  4. 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)

  5. 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

  6. HIV/AIDS on The Bold & The Beautiful

  7. 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.

  8. 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

  9. Breast Cancer on Ladrón de Corazones

  10. 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).

  11. Contact Vicki Beck, MS DirectorHollywood, Health & SocietyUSC Annenberg Norman Lear Center vbeck@usc.eduPhone: (323) 782-3315  http://www.entertainment.usc.edu/hhs

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