WOMEN'S MEANING MAKING OF CERVICAL CANCER CAMPAIGNS: USING A CULTURAL APPROACH TO REDEFINE WOMEN'S INVOLVEMENT WITH THEIR HEALTH

Abstract

The purpose of this study was to understand how women from different racial and ethnic backgrounds make meaning of cervical cancer communication. In this exploratory cultural study, the situational theory of publics provided the theoretical framework to investigate to what extent women consider cervical cancer a problem, how they feel connected to it, and what factors constrain them from seeking information. The study used qualitative focus groups and one-on-one, in-depth interviews with African American, Hispanic, and White women. Findings suggest that women feel differentially involved to cervical cancer, and the distinctions are primarily based on age. Furthermore, women tend to group reproductive health issues together rather than separating them. This study expanded the situational theory of publics as well as a public relations theory for women's health. Practical implications include cues to action and suggested factors communicators can employ to improve culturally competent communication campaigns and messages.