Characterizing communication inequalities and its determinants to understand and address cancer disparities

B20

Communication plays a central role in cancer prevention and health promotion through disseminating knowledge about risk factors, treatment options and preventive behaviors. Inequalities in communication offer one potential explanation for cancer disparities in health among social groups. Communication Inequality may be defined as the ability to generate, disseminate, and use information at the group level and to access, process and act on health information among individuals. Any differences along these dimensions, we argue, have significant implications for public health. The aim of our project was to better characterize communication inequalities and its determinants, and understand how they may contribute to cancer disparities. We conducted a series of four focus groups in Boston, MA drawing from people from lower SES groups attending Head Start and, recruited from a GED programs. The discussions focused on how people prioritize purchase of communication services, and the importance they attach to different services and channels. Emerging themes were entertainment, personal and social communication, diverse informational needs, barriers to access and use. Entertainment, personal and social communication needs influenced priority of purchases of communication services and the need for diverse informational sources influenced the importance attached to various services and channels. Barriers to access and use related to high cost and functionality of communication channels and services and mistrust of some informational channels such as newspapers, Internet, and television. The implications of the findings for health communications and public health research will be discussed.