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Hispanic Women's Preferences for Breast Health Information: Subjective Cultural Influences on Source, Message, and Channel
Unformatted Document Text:  Breast Cancer Communication Preferences 20 Implications There are two implications about these findings for communication campaigns targeting Hispanic women about increasing breast cancer screening. First, this study illustrates that the relationship between culture and communication about breast cancer is complex. Most research on campaigns inadvertently stereotypes Hispanic women as collectivistic and homogeneous (e.g., Navarro et al., 1995). Even that literature which attempts to distinguish between different Hispanic ethnic groups (e.g., Mexican and Cuban Americans), does not examine why there are differences among these group and thus inadvertently stereotypes these women (e.g., Ramirez et al., 2000). While Hispanic culture is generally collectivistic, individuals within this cultural group have different subjective interpretations about their culture and thus different communication preferences. Future communication campaigns will need to identify the subjective cultural aspects of their target audience and design communication sources, messages, and channels accordingly rather than assuming that a “one size fits all Hispanics” approach. Second, the findings are consistent with recent suggestions about the use of multiple communication channels, sources, and channels for delivering breast health information (Marshall et al., 1995; Rimer, 2000; Yanovitzsky & Blitz, 2000). Additionally, this study helps to extend prior findings. For example, Yanovitzsky and Blitz noted the importance of both media and face-to-face channels (from doctors) for increasing breast cancer in the U.S. Our findings demonstrate that it is also important to consider message features and other sources as well. Marshall et al. made a similar argument, but our study further illuminates some of their conclusions. Marshall et al. only examined one Hispanic group (their target was low-income women not Hispanic women) and they did not examine subjective culture. They found that the participants wanted positive messages over fear

Authors: DeVargas, Felicia., Sanchez, Christina. and Oetzel, John.
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Breast Cancer Communication Preferences
20
Implications
There are two implications about these findings for communication campaigns targeting
Hispanic women about increasing breast cancer screening. First, this study illustrates that the
relationship between culture and communication about breast cancer is complex. Most research on
campaigns inadvertently stereotypes Hispanic women as collectivistic and homogeneous (e.g., Navarro
et al., 1995). Even that literature which attempts to distinguish between different Hispanic ethnic
groups (e.g., Mexican and Cuban Americans), does not examine why there are differences among these
group and thus inadvertently stereotypes these women (e.g., Ramirez et al., 2000). While Hispanic
culture is generally collectivistic, individuals within this cultural group have different subjective
interpretations about their culture and thus different communication preferences. Future
communication campaigns will need to identify the subjective cultural aspects of their target audience
and design communication sources, messages, and channels accordingly rather than assuming that a
“one size fits all Hispanics” approach.
Second, the findings are consistent with recent suggestions about the use of multiple
communication channels, sources, and channels for delivering breast health information (Marshall et
al., 1995; Rimer, 2000; Yanovitzsky & Blitz, 2000). Additionally, this study helps to extend prior
findings. For example, Yanovitzsky and Blitz noted the importance of both media and face-to-face
channels (from doctors) for increasing breast cancer in the U.S. Our findings demonstrate that it is also
important to consider message features and other sources as well. Marshall et al. made a similar
argument, but our study further illuminates some of their conclusions. Marshall et al. only examined
one Hispanic group (their target was low-income women not Hispanic women) and they did not
examine subjective culture. They found that the participants wanted positive messages over fear


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