Oral presentation delivered at "What's in/on the Air: A Multi-method Evaluation of TV's Effect on Environmental Health", a session at the American Public Health Association (APHA)'s 132nd Annual Meeting

November 8 2004

The authors of this presentation explore the notion that entertainment television shows broadcast in the United States - particularly those with large viewership and secondary exposure reinforced by discussion among viewers and non-viewers - "can be a powerful means of disseminating information about the prevention, screening and treatment of chronic diseases including asthma, cancer, diabetes and heart disease (Sharf & Freimuth, 1993; Wiard, 2001). Such conditions are particularly prevalent in urban communities where environmental factors such as air pollution and poverty are widespread."

In this presentation, the authors evaluate a particular episode of one such popular entertainment TV show, "ER", a medical drama broadcast on the NBC network. The specific episode highlighted in the presentation draws on "5 A Day for Better Health", an initiative that approaches Americans with this message: Eat 5 or more servings of vegetables and fruit daily for better health.

Abstract (provided by the lead author):

"This study evaluates the effects of an ER (NBC) storyline about teen obesity, hypertension and 5 A Day on knowledge, attitudes, and behavior. The storyline depicted an African-American teen who presented at the emergency room with burns from a workplace injury. Upon diagnosis, the teen was discovered to have hypertension and counseled to eat more fruits and vegetables and get more exercise. The evaluation was conducted using three separate datasets, one of which provided data on a sample of prime time viewers before and after the storyline aired. Results showed that the storyline affected self reported behavior change and had modest impacts on knowledge, attitudes, and practices. Interestingly, these effects were stronger for men than women possibly due to men's lower knowledge levels at baseline. Issues including identification with characters and the value of even modest effects on large audiences and the implications of our findings for future evaluations of entertainment education and other health communication programs are discussed."

To request an electronic copy of the full presentation/evaluation, please contact Thomas W. Valente, PhD, at the address listed below. Click here to access a link to information about a book by Dr. Valente on evaluating health promotion programmes.