Abstract ED03-03: Leveraging new media to enhance cultural targeting in cancer communications

Abstract

Abstract There is growing consensus and evidence that the effectiveness of health communication to reduce cancer disparities is improved by cultural targeting. Cultural targeting is a communications strategy intended to increase the appeal of health-related messaging among a distinct segment of the population and is often applied in interventions with medically underserved racial and ethnic groups. Much of the previous work in this area has addressed cancer communications via traditional media (e.g., brochures, television, etc.). However, the widespread adoption of internet and mobile technologies across communities has led to greater use of new media (e.g., social networking sites, blogs, photo/video sharing sites, etc.), typically characterized by high levels of personal engagement through user-generated and user-driven content and interactivity. Discussions of new media and cancer communications have tended to focus on the accessibility and convenience of related technologies rather than inherent ways in which new media may validate and reinforce cultural values, experiences, and networks. Therefore, this presentation will address 1) common approaches to cultural targeting in cancer communications as well as best practices; 2) applications of new media that support diverse cultural targeting approaches; and 3) results of a systematic literature review assessing the use of new media to address specific racial/ethnic disparities in cancer control. Citation Format: Hayley S. Thompson. Leveraging new media to enhance cultural targeting in cancer communications. [abstract]. In: Proceedings of the Sixth AACR Conference: The Science of Cancer Health Disparities; Dec 6–9, 2013; Atlanta, GA. Philadelphia (PA): AACR; Cancer Epidemiol Biomarkers Prev 2014;23(11 Suppl):Abstract nr ED03-03. doi:10.1158/1538-7755.DISP13-ED03-03