Integrated Connection to Neighborhood Storytelling Network (ICSN), Descriptive Norms, and Response Efficacy About Pap Test Screening Among Hispanic Women in Los Angeles

• In Event: ICA Plenary Interactive Paper/Poster Session III
  In Interactive Paper Session: Health Communication Interactive Poster Session

Abstract

Although screening through Pap smear has brought drastic decline in cervical cancer incidence in the United States, Hispanic women consistently have had the highest rate of incidence since 1999. Prior research has identified two important factors that affect Hispanic women’s cervical cancer screening: descriptive norms and response efficacy. The perception of the prevalence and effectiveness of Pap tests, however, do not emerge from vacuums but likely from everyday neighborhood communication environment. This study examines 1) whether Hispanic women’s connections to local communication resources might affect their descriptive norms and response efficacy regarding Pap tests, and 2) whether such associations are mediated by women’s interpersonal discussion about health and their attention to information about Pap tests in the media. Findings of this study offered useful guidance for communication strategies in promoting cervical cancer screening in ethnic communities, and highlight the importance of a multilevel and ecological approach to health communication.

Authors

• Nan Zhao, U of Southern California - Annenberg School for Communication

• Carmen Gonzalez, U of Southern California - Annenberg School for Communication

• Meghan Bridgid Moran, San Diego State U

• Nien-Tsu Nancy Chen, California State University Channel Islands

• Sandra J. Ball-Rokeach, U of Southern California

• Sheila Teresa Murphy, U of Southern California