Health care professionals are not always the first persons that people
contact for health information (as Figure 1 below illustrates). For
example, many African Americans seek information about health issues from
friends and family members. It is necessary to determine the communication
paths of individuals in the audience to ensure that they receive the most
accurate information.
Figure 1. Communication path for health information
To identify the health knowledge, attitudes, and practices of African
Americans, you should find out about the following concepts:
Culturally defined social roles of African Americans and how these roles
influence explanations of (biological, spiritual, sociological, and
psychological) causes and symptoms of diseases and
Cultural determinants
(as opposed to economic factors) that influence the health seeking
behavior of African Americans. For example, myths about cancer held by the
audience influence the way that African Americans respond to cancer
education messages.
Below are questions you should ask to obtain information on the health
knowledge, attitudes, and practices of African Americans.
How do African Americans identify themselves in terms of race, ethnicity,
culture, etc. ?
What do African Americans think causes (a particular) cancer?
What do African Americans think (a particular) cancer does to a person?
How long do African Americans think (a particular) cancer lasts?
Who is suffering from (being affected by) the cancer illness? . . . only the individual? . . . the family? . . . community? . . . etc.
How do African Americans describe or define health, wellness, symptoms,
illness, and treatment?
What are the traditional, religious, and supernatural beliefs of African
Americans? How do these beliefs impact cancer prevention behavior?
What is the traditional and preferred mode of communication of African
Americans?
What is the traditional and preferred mode of learning of African
Americans?
What are the real social expectations of African Americans?
What are social, gender, family, and individual roles defined in the
African-American community?
What are the rules of social interaction among African Americans?
How do African-American social networks influence behavior and health?
What impacts an African American's decision to seek health care or the
decision to adopt cancer prevention behaviors?
Who do African Americans seek health care from?
Who do African Americans seek for advice about cancer?
What is the general knowledge, attitudes, and beliefs of African Americans
concerning cancer?
These questions can help guide you in the development process and help you
obtain as much information as possible about African Americans. This
information can then be applied when designing culturally appropriate
health materials.
