 Language
Language encompasses the words, phrases, and modes of written and oral
communication used by the audience. Language used in audiovisual cancer
education materials is made up of dialogue (a conversation between two or
more persons or an exchange between a person and the audience) and
written text. The style of language used for both of these components
should be carefully selected to be consistent with the preferred language
of African Americans. This consistency increases the degree to which
members of the African-American community are able to comprehend and
accept the intended message. Since language is an ever-changing entity,
the spoken language should be evaluated constantly so that it is
appropriate for the intended audience. Culture, customs, beliefs,
practices, and reading levels should be taken into consideration when
determining the appropriate language to use in audiovisual cancer
education material.
Steps to take when developing the language in audiovisual cancer education
materials for African Americans include the following:
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Understand how members of the African-American community express
symptoms and use words, phrases, and medical terminology. Words, phrases,
and medical terminology may carry different meanings in different
cultures. Choose words and phrases familiar to the audience and easily
identifiable to African Americans.
| Example: |
"The blood disease" is used by some African Americans to refer to cancer. |
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Use specific nouns/pronouns and adjectives to identify the
audience.
| Examples: |
1. "You can get information about breast self-exams by calling
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2. "African-American men die from prostate cancer more than any other
group." |
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Use appropriate positive or negative language. Choose phrases that will
elicit the desired behavioral response.
| Example: |
It is important to have regular check-ups to increase your
chances of detecting cancer in the early stages of the disease. |
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Audiovisual cancer education materials are most effective at promoting
positive behavior changes when the audience is able to easily understand
the information delivered in them. In terms of language, it is important
to determine how African Americans communicate their health concerns
related to cancer.
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