Using Targeted Social Media to Communicate Culturally Sensitive and Interactive Environmental Risk Information about Breast Cancer to Mothers

项目总结/摘要 这个创新的社区参与性研究项目将评估使用 有针对性的社交媒体（妈妈博客），向妇女传播乳腺癌环境风险信息 及其相关的高危家庭成员。我们将有针对性地在社交媒体上发布相关的乳腺癌风险 信息通过以用户为中心的设计，从乳腺癌和环境研究计划 （BCERP）工具包，与成熟的妈妈博客合作，作为共享密钥的可信来源 乳腺癌风险信息和建议。社交媒体可能提供 以文化敏感和有影响力的方式传播相关卫生信息的强大渠道， 关键受众（Rains & Keating，2011; Shaw等人，2006年）。本研究以社会网络理论为基础 描述了个人社交网络传播健康信息的力量（Kim & Kreps，2014; Valente，2010）;创新扩散模型描述了可信来源如何鼓励和 健康行为的模式采用（Haider & Kreps，2004; Rogers，2003）; Weick的组织模式， 描述了战略沟通互动如何减少不确定性，增加对 复杂的健康挑战，以及指导应对健康挑战的适应性战略（Kreps，2009年; Weick，1969）;以及Rolland的家庭系统遗传疾病模型，该模型说明了家庭的力量 传播健康风险信息（Rolland和威廉姆斯，2005年）。

PROJECT SUMMARY/ABSTRACT This innovative community-based participative research project will evaluate the effectiveness of using targeted social media (mommy blogs) to disseminate breast cancer environmental risk information to women and their relevant at-risk family members. We will seed targeted social media with relevant breast cancer risk messages adapted through user-centered design from Breast Cancer and the Environment Research Program (BCERP) toolkits, working in collaboration with established mommy bloggers as trusted sources to share key breast cancer risk information and recommendations with their audiences. Social media provides potentially powerful channels for communicating relevant health information in culturally sensitive and influential ways to key audiences (Rains & Keating, 2011; Shaw et al., 2006). This research is grounded in social network theory that describes the power of personal social networks for disseminating health information (Kim & Kreps, 2014; Valente, 2010); the diffusion of innovations model that describes how trusted sources can encourage and model adoption of health behaviors (Haider & Kreps, 2004; Rogers, 2003); Weick’s model of organizing that describes how strategic communicative interactions can reduce uncertainty and increase understanding about complex health challenges, as well as guide adaptive strategies for addressing health challenges (Kreps, 2009; Weick, 1969); and Rolland’s family system genetic illness model that illustrates the power of family communication for disseminating health risk information (Rolland & Williams, 2005).