Abstract:

"CDC [Centers for Disease Control & Prevention] and USC [University of Southern California (USA)] analysis of data (Beck and Pollard) from the national Healthstyles Survey conducted by Porter Novelli has shown a consistent trend over three years (1999 to 2001) that African American and Hispanic TV viewers report they learn, discuss and take actions more frequently than general viewers after hearing about health topics in TV storylines. Bandura's Social Learning Theory also suggests that the Entertainment Education strategy of embedding health messages into storylines of popular TV programs may influence modeling of health promotion behavior.

Previous analyses of TV viewing habits based on HealthStyles data has been self-reported, for behavior and learning, and there remains a need to examine the impact of specific TV health content on corresponding knowledge, attitudes, beliefs and behaviors associated with the health topic. This presentation will report on CDC-USC analysis of 2003 HealthStyles data based on a cross-examination of Porter Novelli's ConsumerStyles with HealthStyles and YouthStyles. Specific health behaviors will be compared between respondents who were exposed to selected TV health storylines and those who were not exposed. Health storylines were chosen from the Spring 2003 TV viewing season across the most popular TV shows among general, Hispanic and African American audiences (based on Nielsen Audience Research). Health topics that were investigated include: smoking and cancer, carbon monoxide poisoning, seat-belt use, cardiovascular disease, HIV/AIDS, sexually transmitted diseases, and teen pregnancy.

Implications from findings will contribute to strategic outreach efforts to the television industry, and to future studies examining the impact of TV health content on audiences."

Editor's note: As of this writing, the findings from this study have not yet been published. Please contact Vicki Beck (see below) to learn more about preliminary
findings.

Click here to access a related peer-reviewed summary "1999 Porter Novelli HealthStyles Survey: Soap Opera Viewers and Health Information" on the
Health e Communication website, and to participate in peer review.

Click here to access a related peer-reviewed summary "2000 Porter Novelli HealthStyles Survey: Prime Time Viewers and Health Information" on the
Health e Communication website, and to participate in peer review.

Click here to access a related peer-reviewed summary "2001 Porter Novelli HealthStyles Survey: TV Drama Viewers and Health Information" on the
Health e Communication website, and to participate in peer review.

Click here to access a related peer-reviewed summary "2002 Porter Novelli HealthStyles Survey: Telenovela Viewers and Health Information" on the
Health e Communication website, and to participate in peer review.