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Hispanic Women, Breast Cancer Screening and Preferences for Breast Health Information:
Unformatted Document Text:  Breast Cancer Screening 18 importance of BSE and utilize different techniques in attempt to detect lumps early. The second and third screening approaches proactive individualists implement are clinical exams and mammograms: “I have a physical every year and mammogram every year.” Scene. One scene in which proactive individualists perform their actions is the home, where they implement BSE and study information that will help them with their health problems. These women also obtain information in the homes of relatives and friends. The doctor’s office is another scene in which proactive individualists obtain information and assistance with their concerns, and implement screening. A final scene in which the women perform the action is in society (e.g., libraries, community center, health clinics, etc.). One woman noted that a friend “got that [information] from the Department of Health.” These women use society as a resource to locate and investigate breast cancer information and screening methods for themselves. Communication preferences. Proactive women believe that any information is good information. Proactive women pursue, incorporate, implement, envision, identify, and motivate. These women evaluate and interpret logical, statistical, factual and emotional messages and construct their beliefs and attitudes as they acquire them. One proactive participant offered, “I want it all. … A combination—some studies, some real-stuff, research, etc.” Statistical and factual information does not intimidate this group because of their intrinsic nature to evaluate and interpret the material: “I’ve read some books … that are really good, they show graphs and give you the information and provide practical information.” Any channel may be used to disseminate breast health information to proactive women since they exhibit minimal fear or reluctance to receipt of message from (1) the media, such as “an advertisement on TV,” (2) interpersonal interactions including “providing hands-on

Authors: DeVargas, Felicia., Sanchez, Christina. and Oetzel, John.
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Breast Cancer Screening 18
importance of BSE and utilize different techniques in attempt to detect lumps early. The second
and third screening approaches proactive individualists implement are clinical exams and
mammograms: “I have a physical every year and mammogram every year.”
Scene. One scene in which proactive individualists perform their actions is the home,
where they implement BSE and study information that will help them with their health problems.
These women also obtain information in the homes of relatives and friends. The doctor’s office
is another scene in which proactive individualists obtain information and assistance with their
concerns, and implement screening. A final scene in which the women perform the action is in
society (e.g., libraries, community center, health clinics, etc.). One woman noted that a friend
“got that [information] from the Department of Health.” These women use society as a resource
to locate and investigate breast cancer information and screening methods for themselves.
Communication preferences. Proactive women believe that any information is good
information. Proactive women pursue, incorporate, implement, envision, identify, and motivate.
These women evaluate and interpret logical, statistical, factual and emotional messages and
construct their beliefs and attitudes as they acquire them. One proactive participant offered, “I
want it all. … A combination—some studies, some real-stuff, research, etc.” Statistical and
factual information does not intimidate this group because of their intrinsic nature to evaluate
and interpret the material: “I’ve read some books … that are really good, they show graphs and
give you the information and provide practical information.”
Any channel may be used to disseminate breast health information to proactive women
since they exhibit minimal fear or reluctance to receipt of message from (1) the media, such as
“an advertisement on TV,” (2) interpersonal interactions including “providing hands-on


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