Health Information in Vietnamese-American Print Media: Results of a Content Analysis

Abstract

Vietnamese-Americans (VA) constitute a large minority community that is mostly foreign born with limited English proficiency. This article compares the health content of free print media targeting VA with that of free English-language print media. Content analysis. All free print media available at the three largest VA-serving supermarkets in Philadelphia, Pennsylvania, were reviewed. Comparison English-language periodicals included free and purchased publications. We identified and coded 254 health content-containing articles from 22 issues of six periodicals (four free Vietnamese, one free English language, and one purchased English language) collected over a 4-week period. Chi-square and t-tests for independent samples were used to compare free Vietnamese- and free English-language periodicals. Additional analyses included all English-language periodicals as the comparison group. Higher proportions of advertisements and "pseudonews" articles (ads formatted like news stories) were found in free Vietnamese- vs. free English-language publications (overt ads, 61% vs. 28%; pseudonews, 18% vs. 0%). Moreover, Vietnamese-language publications did not contain many articles addressing diseases most commonly found in Asian-Americans. The significant proportion made up by profit-motivated health content in VA print media points to an untapped opportunity to provide evidence-based information about health topics of interest to this community. Future studies should examine secular trends, assess multiple communities, and develop community-based participatory approaches to improving access to quality health information among minorities with limited English proficiency.