A community and culture-centered approach to developing effective cardiovascular health messages.

Journal of General Internal Medicine
Namratha R KandulaDavid W Baker

Abstract

Little is known about how best to target cardiovascular health promotion messages to minorities. This study describes key lessons that emerged from a community and culture-centered approach to developing a multimedia, coronary heart disease (CHD) patient education program (PEP) for medically underserved South Asian immigrants. The prototype PEP integrated the surface structures (e.g. language) and deeper structures (e.g. explanatory models (EMs), values) of South Asians' socio-cultural context. Seven focus groups and 13 individual interviews were used to investigate South Asians' reactions and obtain qualitative feedback after viewing the culturally targeted PEP. Qualitative data were organized into emergent thematic constructs. Participants (n=56) mean age was 51 years and 48 % were Hindi speakers. Community members had a strong, negative reaction to some of the targeted messages, "This statement is a bold attack. You are pin-pointing one community." Other important themes emerged from focus groups and interviews about the PEP: 1) it did not capture the community's heterogeneity; 2) did not sufficiently incorporate South Asians' EMs of CHD; and 3) did not address economic barriers to CHD prevention. Feedback was used to revise...Continue Reading

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Citations

Apr 9, 2019·Journal of Transcultural Nursing : Official Journal of the Transcultural Nursing Society·Padmavathy RamaswamyJing Wang
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May 12, 2017·Journal of Immigrant and Minority Health·Namratha KandulaFrancesca Gany

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