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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
  Hollywood, Health & Society
Staff                         Annenberg School for Communication
Martin Kaplan, PhD            Michael Cody, PhD
Vicki Beck, MS                Sheila Murphy, PhD
Jennie Greene, MSPH           Arul Chib, PhD candidate
Grace Huang, MPH              Lisa Robinson, MA candidate
Scott McGibbon                Holley Wilkin, PhD candidate
Mandy Shaivitz, MPH
                              Keck School of Medicine
CDC and NCI                   Tom Valente, PhD
Varian Brandon, MMC/CDC       Janice Hsu, MPH candidate
Mary Anne Bright, MN/RN/NCI   Wes Kidder, MPH candidate
Cheryl Lackey, MPH/CDC
Michael Miller, MPH/MS/NCI    UCSB
May Kennedy, PhD/CDC          Ron Rice, PhD
Ann O’Leary, PhD/CDC          Emily Moyer-Gusé, PhD candidate
William Pollard, PhD/CDC
David Whittier, PhD/CDC       UGA
                              Vicki Freimuth, PhD
                              Monica Beckham, PhD candidate
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
       Who Reports Learning About
        Diseases and Prevention?
                                           80                                           Hispanic
 57% of regular                            70
                                                                                        women
                                                                                        Hispanic
 viewers learned                           60                                           men
 something:                                50                                           Black
                                                                                        women
                                           40
                                                                                        Black men
     61% of women                         30
                                                                                        White
     51% of men                           20                                           women
                                           10                                           White men

                                             0
                                                      Reg. Viewers
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
          Actions Taken Among Regular TV Drama Viewers
    40

                                                                                   All Viewers
    35

    30                                                                             All Women

    25
                                                                                   Hispanic Women
    20

    15                                                                             African American
                                                                                   Women
    10
                                                                                   White Women

      5

      0
               Discussion               Prevention           Health-Care Seeking
Source: 2001 Healthstyles Survey (N=3,583), Porter Novelli
HIV/AIDS on The Bold & The
        Beautiful
Call attempts to CDC National STD/AIDS Hotlines
                                                          800-342-2437
                                                          August 13, 2001
                             2000                                                     1840
                             1800
                             1600
   Number of call attempts




                             1400
                             1200
                             1000
                              800
                              600
                              400
                              200
                                0
                                    0

                                          0

                                                 0

                                                         0

                                                                0

                                                                      00

                                                                              00

                                                                                     00

                                                                                              00

                                                                                                     00

                                                                                                            00

                                                                                                                   00
                                   0

                                           0

                                                  0

                                                         0

                                                                0
                                0:

                                        2:

                                               4:

                                                      6:

                                                             8:


                                                                       :

                                                                              :

                                                                                      :

                                                                                               :

                                                                                                      :

                                                                                                             :

                                                                                                                    :
                                                                    10

                                                                           12

                                                                                   14

                                                                                            16

                                                                                                   18

                                                                                                          20

                                                                                                                 22
                                                      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
                                            Rap-It-Up PSA                                      Aug. 13. B&B*
                                            Campaign, BTV, HIV         Aug. 3 B&B*
                                            Testing Day*


                                                                                                 2 MTV Specials on
    Number of call attempts




                                                     Surgeon General                             World AIDS Day*
                                                     airs PSA*

                                60 Minutes




                                    * = Hotline number aired
                              * = Hotline number aired


                              Jan     Feb     Mar    April     May   Jun   July   Aug   Sept    Oct   Nov      Dec
 Breast Cancer on
Ladrón de Corazones
                            Ladrón de Corazones
                                           Audience Knowledge
                                                         (n=321, 293)
                                                                                                                  46%
      Radiation therapy is the                                                                35%
       recommended treatment
       following a lumpectomy
                                                                                             pre-test           post-test


      A mastectomy is the                                                                                          21%
       recommended treatment
       for breast cancer in early                                                                8%
       pregnancy                                                                              pre-test           post-test

                                                                                                 97%               98%
      Getting a second opinion is
       important before making a
       treatment decision
                                                                                               pre-test          post-test
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
           Vicki Beck, MS
              Director
     Hollywood, Health & Society
  USC Annenberg Norman Lear Center

          vbeck@usc.edu
       Phone: (323) 782-3315

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

				
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