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Lay Perceptions of Metaphor Use in Cancer Messages

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Abstract:

A primary cause of health disparities is the relative social disadvantage particular groups experience as a result of stereotypes and prejudice. Such prejudice can manifest in both obvious and subtle ways, including health communication practices that reinforce the marginalization of medically underserved groups. Even communication strategies that are intended to increase the cultural sensitivity of health messages, such as the use of metaphorical language, may lead to unintended outcomes if the messages are not grounded in local culture. The purpose of this study was to understand how a medically underserved audience of rural, low-income, older adult women perceive metaphorical language strategies for explaining random assignment to condition as it pertains to Phase III cancer clinical trials. This was accomplished through 11 in-depth interviews and 4 focus groups with members of the intended audience. The research findings included the perception that conventional metaphors are references to gambling, problems associated with using definitions for randomization, and an audience generated strategy for creating a culturally grounded explanations for randomization. Implications for health communication efforts among medically underserved populations are discussed.

Most Common Document Word Stems:

metaphor (116), health (79), cancer (69), particip (69), random (63), trial (62), clinic (61), use (54), cultur (49), studi (42), messag (41), group (38), treatment (35), communic (35), lay (32), women (31), percept (30), like (29), research (29), patient (28), two (27),

Author's Keywords:

metaphor, health disparities, message design
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Association:
Name: International Communication Association
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http://www.icahdq.org


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URL: http://citation.allacademic.com/meta/p173192_index.html
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MLA Citation:

Krieger, Janice., Parrott, Roxanne. and Nussbaum, Jon. "Lay Perceptions of Metaphor Use in Cancer Messages" Paper presented at the annual meeting of the International Communication Association, TBA, San Francisco, CA, May 23, 2007 <Not Available>. 2013-12-15 <http://citation.allacademic.com/meta/p173192_index.html>

APA Citation:

Krieger, J. L., Parrott, R. and Nussbaum, J. F. , 2007-05-23 "Lay Perceptions of Metaphor Use in Cancer Messages" Paper presented at the annual meeting of the International Communication Association, TBA, San Francisco, CA Online <APPLICATION/PDF>. 2013-12-15 from http://citation.allacademic.com/meta/p173192_index.html

Publication Type: Conference Paper/Unpublished Manuscript
Abstract: A primary cause of health disparities is the relative social disadvantage particular groups experience as a result of stereotypes and prejudice. Such prejudice can manifest in both obvious and subtle ways, including health communication practices that reinforce the marginalization of medically underserved groups. Even communication strategies that are intended to increase the cultural sensitivity of health messages, such as the use of metaphorical language, may lead to unintended outcomes if the messages are not grounded in local culture. The purpose of this study was to understand how a medically underserved audience of rural, low-income, older adult women perceive metaphorical language strategies for explaining random assignment to condition as it pertains to Phase III cancer clinical trials. This was accomplished through 11 in-depth interviews and 4 focus groups with members of the intended audience. The research findings included the perception that conventional metaphors are references to gambling, problems associated with using definitions for randomization, and an audience generated strategy for creating a culturally grounded explanations for randomization. Implications for health communication efforts among medically underserved populations are discussed.

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