IMPACT: INFLUENCING MEDIA & PUBLIC AGENDA ON CANCER & TOBACCO DISPARITIES

项目概要： 人们普遍认为，我国公共卫生的特点是沿着 阶级、民族和种族界线。这些差异体现在各种风险因素中，包括 烟草使用。还有一个正在形成的共识是，解决这些差距的办法应该解决 多层次的决定因素，包括个人行为和更上游的因素，如社会 政策和社会机构。该应用程序提出了一种独特的创新探索方法， 解决这样一个上游因素-关于不平等的公共议程-动员社区团体， 以媒体报道和公众舆论为目标。 该项目的具体目标是： 1)为了检查一个社区中关于健康差异包括烟草差异的公共议程， 马萨诸塞州的劳伦斯。这一目标包括审查当地媒体对差异的关注程度以及他们如何报道这些差异，并审查公众对健康和烟草差异的看法，包括对健康差异的优先考虑以及公众如何看待健康差异的原因和解决方案。 2)利用我们的公共议程评估（目标1）的结果，设计一个干预模式，以影响健康和烟草相关差距的公共议程，包括：（a）通过一系列研讨会为社区组织制定媒体培训计划，（B）为记者制定工具包。 3)在马萨诸塞州劳伦斯实施为实现目标2而制定的干预措施。这一干预措施将用于培训与服务不足者以及少数民族和少数群体合作的社区组织（CBO），使其了解如何与当地媒体合作，围绕健康差距（包括与社会经济地位和种族/族裔相关的差距）推进其议程，特别关注与烟草相关的差距。干预措施将在马萨诸塞州劳伦斯实施。

Project Summary: It is widely accepted that our country's public health is characterized by widespread health disparities along class, ethnic, and racial lines. These disparities manifest themselves in a variety of risk factors, including tobacco use. There is also an emerging consensus that solutions to address these disparities should tackle determinants at multiple levels, including both individual behaviors and more upstream factors such as social policy and social institutions. This application proposes a unique and an innovative exploratory approach to address one such upstream factor -the public agenda about disparities -by mobilizing community groups to target media coverage and public opinion. The project's specific aims are: 1) To examine the public agenda about health disparities including tobacco disparities in one community, Lawrence, Massachusetts. This aim includes examining the amount of attention local media pay to disparities and how they frame stories about them, and examining public opinion about health and tobacco disparities including the priority assigned to health disparities and how the public frames causes of and solutions to health disparities. 2) To use findings from our Public Agenda Assessment (Aim 1) to design a model intervention to influence the public agenda on health and tobacco-related disparities, including the development of: (a) a media training program for community-based organizations through a series of workshops and (b) a toolkit for journalists. 3) To implement the intervention developed to achieve Aim 2 in Lawrence, MA. This intervention will be used to train community-based organizations (CBOs) that work with the underserved and with ethnic and minority groups, on how to work with local media to advance their agenda around health disparities (including those associated with socioeconomic status and race/ethnicity based) with special focus on tobacco-related disparities. The intervention will be implemented in Lawrence, MA.