Health Communication Practice Research Articles

Abstract A039: Health information sources among Pacific Islanders in Guam and Hawaii: The association of migrant status and acculturation with Internet use and cancer fatalism

Abstract Background US Pacific Islanders (USPI) are one of the fastest growing population groups, and cancer is the leading cause of death among them. Limited knowledge about the health communication practices of USPI is a barrier to effective cancer prevention programs. Methods As a part of a special HINTS (Health Information National Trends Survey) initiative, a modified HINTS was conducted to understand health communication practices of USPI in Guam and Hawaii, including long-term residents and recent migrants from the Freely Associated States. Using respondent-driven sampling (Heckathorn, 1997) the HINTS was administered to 1,543 USPI in 2018. Measures of health information patterns, acculturation, and other variables were obtained. To examine the association between migrant status, acculturation and use of the Internet as the preferred source of health information, logistic regression analyses (adjusted for gender, age, and education) was conducted. We also examined the prevalence and correlates of cancer fatalism. Results Only 33.2% participants reported that they went to the Internet first the most recent time they looked for the information about health and medical topics. An even smaller percentage (17.3%) reported that they would seek information from Internet first in the future if they had a strong need. Data show distinctive health communication patterns and experiences among three populations (those who were born in the US, earlier migrants before 2012, and recent migrants since 2012). There is a strong association between migrant status and Internet use. Earlier and recent migrants were less likely to use the Internet first on the most recent health information search compared with those who were born in the US (OR=047; 95% CI: 0.33, 0.68 and OR=0.44; 95% CI: 0.22, 0.86 respectively). Also, intending to use Internet first in the future was less likely among earlier migrants (OR=0.51; 95% CI: 0.36, 0.7 4) and recent migrants (OR=0.37; 95% CI: 0.18, 0.77) when compared with US born respondents. There appears to be a strong association between migrant status and Internet use. Acculturation was not significantly related to Internet use. Most individuals (73.4%) indicated agreeing or strongly agreeing with the belief that everything causes cancer, and majority of respondents (55.8%) indicated agreeing or strongly agreeing that there is not much you can do to prevent cancer. This cancer fatalism was not significantly associated with migrant status. However, it was strongly associated with acculturation. Those reported participating often in their ethnic traditions were almost twice as likely (OR=1.9; 95% CI: 1.46, 2.46) to belief that there is not much you can do to prevent cancer when compared with those did not participate. These findings suggest that differential levels of digital literacy and the influence of ethnic social networks and migration status could impact the efficacy of cancer prevention strategies for USPI populations. Citation Format: Lilnabeth P Somera, Grazyna Badowski, Kevin Cassell, Hye-ryeon Lee. Health information sources among Pacific Islanders in Guam and Hawaii: The association of migrant status and acculturation with Internet use and cancer fatalism [abstract]. In: Proceedings of the Twelfth AACR Conference on the Science of Cancer Health Disparities in Racial/Ethnic Minorities and the Medically Underserved; 2019 Sep 20-23; San Francisco, CA. Philadelphia (PA): AACR; Cancer Epidemiol Biomarkers Prev 2020;29(6 Suppl_2):Abstract nr A039.

Evaluation of a Health Literacy Instrument Designed for the Mining Industry.

Background:Health literacy can manifest as an outcome of health education and communication, and it has potential as an antecedent for changes in health-related attitudes, values, and behaviors. Effective communication is vital for the health and safety of mining industry workers, and the ability to accurately measure impact is a necessary advancement in evaluation practices. Higher-risk, production-driven industries require specialized instruments and data collection methods that are sensitive to the workplace environment and capable of generating comprehensive and representative data, with minimal impact on productivity.Objective:This research investigated the validity, reliability, and utility of the Health Communication Questionnaire (HCQ), a new instrument for measuring interactive and critical health literacy within the mining industry.Methods:The applied research methodology included HCQ readability assessment, content validity indexing, substantive validity analysis, and reliability appraisal via a test-retest procedure with regression analysis and Bland-Altman plots to evaluate intra-subject agreement.Key Results:The results demonstrate content validity, exceeding minimum target values after evidence-based refinement of the instrument via substantive validity analysis. Readability targets were met, and reliability outcomes verify that the HCQ is consistent across two time points when tested under true work conditions.Conclusion:This study determined the validity, reliability, and utility of the HCQ as an interactive and critical health literacy data collection instrument and an evidence-based solution to concerns regarding absent or highly variable evaluation of Occupational Health and Safety communication practices within the mining industry. [HLRP: Health Literacy Research and Practice. 2020;4(2):e84–e93.]Plain Language Summary:This study sought to develop and evaluate a survey instrument capable of determining health literacy indicators within the complex environment of mining industry work sites. Outcomes of this research demonstrate the Health Communication Questionnaire accurately and consistently measures two forms of health literacy and is suitable for use within the mining industry.

Comparison of Message and Effects Perceptions for The Real Cost E-Cigarette Prevention Ads

ABSTRACT Perceived message effectiveness (PME) is commonly used in health communication research and practice, yet there has been a dearth of studies comparing different operationalizations of the PME construct. In the present study, we compared the two major types of PME – message perceptions and effects perceptions – among N = 557 young adults. Participants were randomized to one of two conditions: 1) The Real Cost e-cigarette prevention ads developed by the Food and Drug Administration (FDA condition) or 2) information-only e-cigarette control ads developed by the Mayo Clinic (control ad condition). Study predictors were message and effects perceptions measures and actual message effectiveness (AME) outcomes were risk beliefs about vaping and intentions to vape. Results showed that both message perceptions (M = 3.82 vs M = 3.29; p < .001) and effects perceptions (M = 4.13 vs M = 3.82; p < .001) were higher in the FDA ad condition compared to control. Risk beliefs about vaping were also higher in the FDA ad condition than control (M = 3.95 vs M = 3.79; p =.022), but we found no differences in participants’ intentions to vape, which were low overall (M = 1.59 in FDA vs M = 1.58 in control). In multivariate analyses adjusting for covariates and including both types of PME, only effects perceptions (not message perceptions) were associated with risk beliefs about vaping (b =.37, p < .001) and intentions to vape (b = −.26, p < .001). Our findings advance PME research by demonstrating the differing nature of message and effects perceptions, and suggest that effects perceptions should be utilized during message pretesting.

Assessment of health communication practice on hepatitis B in Southwest Nigeria

In line with the Sustainable Development Goal 3:3 of ending the epidemic of hepatitis by year 2030, there is a global call for strategic information to understand viral hepatitis. Existing studies ...

Blurring the Paradigmatic Edges: Navigating the Boundaries Between Critical-Interpretive and Interpretive Approaches to Health Communication Research

Critical-interpretive health communication (CIHC) scholars take seriously the imperative to “take an ethical position” on communicative phenomenon, specifically identifying both issues of power as well as opportunities to catalyze social change (Zoller & Kline, 2008, p. 93) Yet, researchers are also likely to encounter competing impulses to understand or even appreciate others’ lived experiences in line with interpretive health communication (IHC) practices. My perspective essay traces the blurry edges between CIHC and IHC, and offers guidance to researchers who traverse these borders. Specifically, I articulate the key points of convergence and divergence between CIHC and IHC perspectives, and consider the questions and implications accompanying these approaches.

When Do People Verify and Share Health Rumors on Social Media? The Effects of Message Importance, Health Anxiety, and Health Literacy

This study explores the roles of perceived message importance, health anxiety, and health literacy in the relationship between message factors (message label and message valence) and behavioral intentions for rumor verification and sharing. 660 Twitter users responded to unverified information regarding the influenza vaccine. A 3 (label: none vs. news vs. rumor) × 2 (valence: positive vs. negative) online semi-experiment, with a survey to measure health anxiety and health literacy, showed the following results: First, perceived message importance mediated the relationship between message factors and behavioral intentions: only in the condition of the negative message, participants considered a news-labeled message more important than a rumor–labeled or a no-label message. Perceived message importance was associated with intentions to verify and share the message. Second, health anxiety interacted with perceived message importance only when predicting an intention to share the message. Last, healthy literacy interacted with perceived message importance when predicting intentions to both verify and share the message. The results will provide implications for health communication research and practices, especially on managing and controlling rumor dissemination on social media.

Animal Health Management Practices Among Smallholder Livestock Producers in Australia and Their Contribution to the Surveillance System.

The risks posed for disease introduction and spread are believed to be higher for smallholder livestock producers than commercial producers. Possible reasons for this is the notion that smallholders do not implement appropriate animal health management practices and are not part of traditional livestock communication networks. These factors contribute to the effectiveness of passive disease surveillance systems. A cross-sectional study, using a postal survey (n = 1,140) and group interviews (28 participants in three groups), was conducted to understand the animal health management and communication practices of smallholders keeping sheep, cattle, pigs, dairy goats and alpacas in Australia. These practices are crucial for an effective passive surveillance system. Findings indicate that there is a need for improvement in animal health management practices, such as contact with veterinarians and attitudes toward reporting. Results also indicate that these practices differ depending on the livestock species kept, with sheep ownership being associated with lower engagement with surveillance activities and smallholders keeping dairy goats and alpacas having in general better practices. Other factors associated with surveillance practices among participant smallholders are gender and years of experience raising livestock. Despite the differences observed, over 80% of all smallholders actively seek information on the health of their livestock, with private veterinarians considered to be a trusted source. Emergency animal diseases are not a priority among smallholders, however they are concerned about the health of their animals. The finding that veterinarians were identified by producers to be the first point of contact in the event of unusual signs of disease, strengthens the argument that private veterinarians play a vital role in improving passive surveillance. Other producers are also a point of contact for animal health advice, with government agencies less likely to be contacted. The effectiveness of on-farm passive surveillance could be enhanced by developing strategies involving both private veterinarians and producers as key stakeholders, which aim to improve awareness of disease and disease reporting responsibilities.

Craving healthy foods?! How sensory appeals increase appetitive motivational processing of healthy foods in adolescents

ABSTRACTThe study examined how sensory appeal characteristics promoting fruits and vegetables capture attention, emotion, and memory formation, indicative of approach motivational processing. Grounded in biopsychological and communication science frameworks such as evolutionary theories, information-processing, LC4MP, and the dimensional emotion theory, two within-subjects experiments investigated how adolescents process pronutritional images appealing to the senses. Study 1 (N = 58, aged 12–18, 54% female) examined how sensory cues broke through the clutter of promotional media, attracting attentional selection, arousal and affect. Study 2 (N = 165, aged 12–18, 53% female) explored whether sensory appeal characteristics further directed the attention and mental resources toward processing the core healthy foods of fruits and vegetables. Eye-tracking provided an assessment of visual attentional focus and recognition memory indicated encoding efficiency. As hypothesized, core nutritious foods became noticeable, highly arousing, and memorable stimuli with adaptive significance to the organism when portrayed as enjoyable and ripe, through hedonic and palatability appeals. Sensory cues increased adolescents’ attentional selection and positive emotions to the pronutritional images, but also attracted visual focus and high memory formation of the fruits and vegetables. Health communication practice should take advantage of these results and promote core healthy foods through hedonic and visual food palatability appeals.

Testing a Brief Scale Format Self-affirmation Induction for Use in Health Communication Research and Practice

ABSTRACTResearch on self-affirmation has potential to inform the field’s understanding of health message resistance and acceptance. However, widely used self-affirmation instruments have several disadvantages that can lead to inconsistent success in generating self-affirmation and thus may explain inconsistent self-affirmation effects, or at the very least make their use cumbersome. In a series of three sequential studies, we introduced and tested a brief attribute scale format self-affirmation induction (brief scale affirmation task, or B-SAT) that was based on the 32-item attribute scale self-affirmation induction developed by Napper, Harris, and Epton. Using different behavioral contexts, we compared the performance of the B-SAT with that of two widely used self-affirmation inductions, i.e., the value essay task and the 32-item attribute scale. From a convergent validity perspective, the B-SAT performed as effectively as the two existing inductions in making people aware of their cherished and desirable values. From a predictive validity perspective, the B-SAT reduced defensive responses to a self-relevant health message and improved instrumental attitude toward the recommended behavior.

Risk communication and infectious diseases in an age of digital media

In a digital world where the public’s voice is growing increasingly strong, how can health experts best exert influence to contain the global spread of infectious diseases? Digital media sites provide an important source of health information, however are also powerful platforms for the public to air personal experiences and concerns. This has led to a growing phenomenon of civil skepticism towards health issues including Emerging Infectious Diseases and epidemics. Following the shift in the role of the public from recipients to a vocal entity, this book explores the different organizational strategies for communicating public health information and identifies common misconceptions that can inhibit effective communication with the public. Drawing on original research and a range of global case studies, this timely volume offers an important assessment of the complex dynamics at play in managing risk and informing public health decisions. Providing thought-provoking analysis of the implications for future health communication policy and practice, this book is primarily suitable for academics and graduate students interested in understanding how public health communication has changed. It may also be useful to health care professionals.

Is it good to blame the government for food safety concerns? Attributions of responsibility, new media uses, risk perceptions, and behavioral intentions in South Korea

AbstractThis study tested a mediation model of the relationships among new types of media used to obtain news, attributions of responsibility to individuals or the government, risk perceptions, and behavioral intentions for four food safety concerns: genetically modified organisms, food additives, agrochemical residues, and pesticides in dairy products. A sample from a nationwide online panel survey (N = 1,000) found that use of Internet news services (INS) increased attribution of responsibility to the government, whereas social media use positively related to attributions of responsibility to individuals and to the government. Additionally, attribution of responsibility to the government predicted risk perceptions, which, in turn, positively related to behavioral intentions. Regarding mediation effects, use of INS positively and indirectly influenced behavioral intentions when mediated by attribution of responsibility to the government and risk perceptions. Social media had significant indirect effects on behavioral intentions through attribution of responsibility to individuals and attribution of responsibility to the government; through risk perception; and through attribution of responsibility to the government and risk perception. Thus, attribution of responsibility to the government was important to behavioral intentions, and several unique theoretical and practical contributions to health communication research and practice are discussed.Practical applicationsThis study found that attribution of responsibility to the government was a key mediator between INS or social media and behavioral intentions. Thus, journalists should accurately and sufficiently reveal the causes of and solutions to food safety problems. Also, this study showed that the indirect effect of social media on behavioral intentions was stronger than that of INS. Health communication practitioners and policymakers should pay more attention to the influence of social media when they want to change public perceptions and increase perceived risks to prevent risky behaviors. This approach applies to all public health problems, not only those regarding food safety. Indeed, public health officials and agencies usually have SNS accounts, with which they might directly and actively communicate with the public when food safety is at risk and from which they might launch various public health campaigns.

Emotional Self-Disclosure in Online Breast Cancer Support Groups: Examining Theme, Reciprocity, and Linguistic Style Matching

ABSTRACTThe present study investigated emotional self-disclosure (ESD) patterns and their effects in online support groups specific to different stages of breast cancer. Linguistic features of messages posted to an online breast cancer support group were analyzed. ESD was common, and was consistent across four stage forums. Emotional talk was linked to a variety of themes, but most prominently in the context of discussions about social connections rather than health or death. Linguistic style matching mediated the relationship between ESD in posts and reciprocal ESD in comments, suggesting a key role for mutual understanding and engagement between posters and commenters. Implications for health communication theory and practice were discussed.

The Significance of Witness Sensors for Mass Casualty Incidents and Epidemic Outbreaks.

Due to the increasing number of natural and man-made disasters, mass casualty incidents occur more often than ever before. As a result, health care providers need to adapt in order to cope with the overwhelming patient surge. To ensure quality and safety in health care, accurate information in pandemic disease control, death reduction, and health quality promotion should be highlighted. However, obtaining precise information in real time is an enormous challenge to all researchers of the field. In this paper, innovative strategies are presented to develop a sound information network using the concept of “witness sensors.” To overcome the reliability and quality limitations of information obtained through social media, researchers must focus on developing solutions that secure the authenticity of social media messages, especially for matters related to health. To address this challenge, we introduce a novel concept based on the two elements of “witness” and “sensor.” Witness sensors can be key players designated to minimize limitations to quality of information and to distinguish fact from fiction during critical events. In order to enhance health communication practices and deliver valid information to end users, the education and management of witness sensors should be further investigated, especially for implementation during mass casualty incidents and epidemic outbreaks.

Sexual Health Communication among Youth: A Study of Knowledge and Attitude

Sexual health communication is currently one of the most discussed topic in Malaysia as the country witnessed the surge of sexual related crime and social problem among youths. In relation to this, youths’ knowledge and attitude are the important factor that contribute to this delinquent behaviour and must be addressed as it will shape the youths in the future. The paper discussed the correlation between knowledge and attitude concerning youths in obtaining information on sexual related materials. The research primarily focuses on youths in Malaysia which made up 40% of Malaysia population. The study is significant as it provides a thorough picture how knowledge and attitude influence youths communicate the sexual health topic which is deemed as taboo in Malaysia. The study involved 853 respondents from various demographic group in Malaysia and self-administered questionnaires were distributed and analysed using SPSS to address the research objectives. The result indicated there are significant relationships between knowledge and attitude among youths toward sexual health communication practice. Results showed that 55.1 percent of the studied factors contributed to sexual health communication model among Malaysian youths. Moreover, knowledge and attitude are very critical for the youths to have a better comprehension on sexual health communication. This further testified that Malaysia government and various stakeholders need to acknowledge the importance of sexual health communication and how knowledge and attitude shape positive youth’s development which ultimately contribute to nation building.

Patient experience design

Successfully engaging in a health- or medical-related activity is a matter of understanding what one needs to do. This means information used in this context needs to be easy to use. Accomplishing the goals laid out in the essay will facilitate understanding and allow for effective use. Thus, successful medical and health communication are connected to one central concept: usability. But how to achieve this goal? The answer is through patient-focused design practices that help mirror the experiences of patients who are using such materials. This entry overviews such an approach - which I call patient experience design (PXD) - and explains why such an approach is central to best health and medical communication practices.

Adolescent Experiences of Clinician–Patient HIV/STI Communication in Primary Care

ABSTRACTEffective clinician–patient communication is linked to positive patient health outcomes in adults, yet the research on adolescent populations remains limited. We describe adolescent experiences of clinician–patient HIV/STI communication through qualitative interviews with predominantly African-American adolescent women from a youth-centered primary care clinic. Participants described acknowledging clinicians are professionals, the importance of confidentiality to foster clinician–adolescent communication, and calling for clinician-initiated HIV/STI communication. Adolescents expressed the necessity for clinicians to engage youth in these challenging conversations through an open and understanding approach. Additionally, adolescents described experiences of perceived judgment and uncomfortableness from clinicians, and non-disclosure of HIV/STI risk behaviors to their clinician. Findings underscore the adolescents’ desire to engage in HIV/STI communication with healthcare providers, while highlighting important strategies for clinicians. Results can inform health communication research and practice, and the development of interventions aimed at increasing clinician–adolescent HIV/STI communication.

Social media for breast cancer survivors: a literature review.

Social media may offer support to individuals who are navigating the complex and challenging experience of cancer. A growing body of literature has been published over the last decade exploring the ways cancer survivors utilize social media. This study aims to provide a systematic synthesis of the current literature in order to inform cancer health communication practice and cancer survivorship research. Using PRISMA guidelines, four electronic databases were searched to retrieve publications on breast cancer and social media published between 2005 and 2015. The final sample included 98 publications (13 commentaries and reviews, 47 descriptive studies, and 38 intervention studies). Intervention studies were assessed for key features and outcome measures. Studies utilizing content analysis were further evaluated qualitatively. Online support groups were the most commonly studied platform, followed by interactive message boards and web forums. Limited research focuses on non-Caucasian populations. Psychosocial well-being was the most commonly measured outcome of interest. While social media engagement was assessed, few standardized measures were identified. Content analyses of social media interactions were prevalent, though few articles linked content to health outcomes. The current literature highlights the impact and potential utility of social media for breast cancer survivors. Future studies should consider connecting social media engagement and content to psychosocial, behavioral, and physical health outcomes. Online groups and communities may improve the well-being of breast cancer survivors by providing opportunities to engage with wider social networks, connect with others navigating similar cancer experiences, and obtain cancer-related information. Researchers should consider the potential role of social media in addressing the unmet needs of breast cancer survivors, and particularly the implications for clinical and public health practice.

Communicating with underserved audiences

PurposeThe purpose of this research is to understand how low-income, ethnically diverse, Medicaid recipients read, interpret and use culturally tailored health communications, specifically health plan report cards and health intervention/wellness program recruitment materials.Design/methodology/approachThe paper reports two exploratory studies on message design. Researchers considered 12 focus groups for Study 1, consisting of 51 African-American, Hispanic and non-Hispanic White men and women who were enrolled in Medicaid and had a behavioral health diagnosis and a chronic disease. Researchers considered 22 focus groups for Study 2, consisting of 102 Hispanic, African-American and non-Hispanic White women enrolled in Medicaid.FindingsThe paper provides qualitative insights into how underserved populations interpret the visual and verbal aspects of health communications. Key findings include problems with cultural tailoring and monetary incentives for health improvement program participation, message components that show respect and are more likely to be read, how visuals can expand verbal messages and provide symbolic models and specifics on the desired image content.Research limitations/implicationsBecause of the qualitative approach, the research results may lack generalizability. Thus, researchers suggest conducting quantitative studies to test these findings.Practical implicationsThe paper includes implications for the development of powerful verbal and visual messaging for underserved populations. Additionally, the findings suggest a need to include emotional response in health communication theories and to incorporate visual communication theories in message design studies.Originality/valueResearch on health communication with underserved populations is limited, yet these populations have higher incidences of death and disability from disease. This paper fulfills a need to discover best health communication practices with underserved populations.

Abstract DPOC-005: #OVARIANCANCER: USING SOCIAL MEDIA TO FACILITATE HEALTH COMMUNICATION

Abstract PURPOSE: Current trends indicate an individual is likely to turn to their online social media accounts with questions about ovarian cancer, before talking to their physician. As access to the internet and social media continues to increase, so will this type of online health information seeking behavior, placing social media platforms like Twitter and Facebook in a unique position to facilitate health communication and improve access to health information. While improved access to health information has the capacity to benefit the individual, online health information is not without risk, with quality and accuracy often a point of concern. The dissemination of misinformation has the potential to do harm by misleading decision making or encouraging harmful health practices. With this risk–benefit balance in mind, this study seeks to gain a better understanding of what types of ovarian cancer information are exchanged over social media, while exploring how this information is shared. This knowledge may be used to inform health communication practices, providing insight into how social media can be used to disseminate quality, and timely, information about ovarian cancer prevention. EXPERIMENTAL PROCEDURES: Using an infodemiological approach, we will collect tweets via a topic specific Twitter streaming Application Programming Interface (API), over a period of two to four weeks. Prior research suggests that this time frame will result in the collection of 500 to 2,000 tweets. Tweet selection will be based on a series of keywords related to ovarian cancer and ovarian cancer prevention. The resulting data will be compiled into a tweets corpus, and a random selection of tweets will be pulled from this corpus for further analysis. From there, we will perform a content analysis of the tweets, examining how ovarian cancer is mentioned, what, if any, information is being requested or provided via the tweet, while noting engagement (e.g. likes, shares, etc.). Finally, we will assess any use of imagery, graphics, videos, hashtags, calls to action, or external links. Publically available demographic information (including age, gender and ethnicity) will be noted, while maintaining user anonymity. We will use Pearson Chi–squared test to test for associations between the types of content, engagement, and demographic data. SUMMARY OF DATA: Based on early data, we expect to see the public using Twitter frequently to share a variety of resources related to ovarian cancer prevention, including articles about health behaviors related to ovarian cancer risk, references to personal experience, and discussion of genetic test results. We anticipate that Tweets receiving high engagement will continue to feature graphics, trending hashtags, and a call to action, inviting user interaction. Early data also suggests that the quality and accuracy of health information shared over Twitter is inconsistent. CONCLUSIONS: Early data reveals that Twitter is a fast, cost–effective, and customizable source for data collection, unveiling online health information seeking behaviors and associated health communication efforts. While there are lingering concerns regarding how keyword identification may impact data collection efforts, social media platforms like Twitter provide a novel opportunity to assess, and facilitate, the exchange of ovarian cancer information, particularly among Millennials. Given the potential reach of online health information via social media, alongside the suspect quality of many shared sources, further research is needed to learn more about guiding information consumption toward quality sources. Citation Format: Tara Coffin, MEd. #OVARIANCANCER: USING SOCIAL MEDIA TO FACILITATE HEALTH COMMUNICATION [abstract]. In: Proceedings of the 11th Biennial Ovarian Cancer Research Symposium; Sep 12-13, 2016; Seattle, WA. Philadelphia (PA): AACR; Clin Cancer Res 2017;23(11 Suppl):Abstract nr DPOC-005.

Health Communication in the Time of Ebola: A Culture-Centered Interrogation

This brief essay is a commentary on how critical health communication theory can contribute to an understanding of the cultural dynamics of infectious disease pandemics. In particular, we focus on a specific trajectory of health communication theorizing—the culture-centered approach—and its heuristic and pragmatic utility in enhancing knowledge about public health crises like infectious disease outbreaks. In the backdrop of the mobilizations against the 2014 Ebola virus disease epidemic in the 3 West African nations of Guinea, Sierra Leone, and Liberia, indigenous cultural practices were construed as pathogenic and local agency of affected communities disregarded, even as the global risks of the epidemic were highlighted. In contrast to this interventionist notion of culture, the culture-centered approach offers a heuristic rubric through which to scrutinize the dialectical interrelationship between indigenous cultural practices, structural determinants of health, and the everyday agency of individuals of affected communities. We argue that such a listening-based paradigm of communication theorizing is instrumental in developing authentic, ethical, and effective health communication practice in public health crises.