When African Americans hear a positive message that emphasizes progress being made for blacks with colon cancer, they are much more likely to want to be screened. On the other hand, negative messages that talk about their poorer outcomes make them less willing to have screening tests.
Health communications researchers at St. Louis University asked 300 African-Americans to read one of four mock news articles about colorectal cancer, chosen randomly. Three messages were negative, emphasizing differences from whites. One focused on the progress that blacks were making surviving colorectal cancer.
Participants who read the positive article had more positive emotional reactions and more often said they wanted to be screened. The negative articles had the opposite effect. Read the rest of this entry »


