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In this guide, the audience refers to the particular African-American
community addressed. The audience is the primary consideration in
developing culturally sensitive audiovisual cancer education materials for
two important reasons. First, the audience provides necessary information
about its culture. Second, the audience provides information about its
needs. African Americans share common patterns of interaction and
perception and a historically transmitted system of symbols, meanings, and
norms as part of their similar heritage. However, African Americans also
comprise a diverse body of individuals with different social, economic,
and cultural identities.[17] Consideration should be given to the literacy
and education level of the audience. In addition, particular care should
be taken to address the social and economic circumstances of the audience.
For example, schools in some communities may not have computers. As a
result, CD-ROMs and the Internet may not be viable audiovisual tools with
which to teach students in those schools. On the other hand, these schools
may have slide projectors and film equipment. Therefore, slides, films,
and videos may be more effective in teaching students about cancer
prevention.
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When designing audiovisual cancer education materials, it is important to
answer the following questions:
