Ethnic Differences in Media Response and Recruitment

媒体反应和报道中的种族差异 招募中的种族多样性是消除癌症控制试验中健康差异的重要先决条件 和健康促进方案。虽然招聘活动有时是以学习为指导的， 模型，很少注意到一个关键的要求：如何达到关键的目标受众与有说服力的 并保持他们的注意力足够长的时间来处理消息。几乎没有科学严谨性 并将其应用于研究增加信息搜寻和提高招聘质量的方法， 少数群体参与癌症控制或治疗试验。即使是最具创新性的研究也因缺乏 研究旨在服务的人群的代表性样本。本研究的目标是： 1)制定和前瞻性测试，理论驱动，种族适当的健康相关信息， 促进信息寻求和招聘; 2）测试营销/沟通的方法， 信息; 3）评估反应的差异（在寻求信息和招聘方面）， 非裔美国人（AA）和高加索男性之间的前列腺癌控制计划。到 为了实现这些目标，直接反应电台（DRR）和直接反应报纸（DRN），由一个 包括社会营销的框架，将作为改善信息寻求和 招聘我们的初步数据显示，不同种族（AA和高加索人）对 DRR和DRN信息寻求和招聘。正是我们的假设，在我们的综合指导下， 营销和认知-情感的概念框架，以及我们的试点工作：1）AA男性将更多 对DRR运动的反应比白人男性更敏感，2）白人男性对DRN的反应更敏感 3）DRR对于招募AA男性比对于招募AA男性更具成本效益， 高加索男性，和4）特定的认知情感因素将与反应。的 这项工作的意义将是通过风险沟通研究的知识进步， 研究一个理论驱动的过程，可能会改善信息寻求和招聘的AA男子， 癌症控制协议它还将成为改进信息搜索的潜在模式， 招募AA男性在其他癌症控制和治疗试验中进行测试，并可能作为模型 其他少数民族。

ETHNIC DIFFERENCES IN MEDIA RESPONSE & RECRUITMENT Ethnic diversity in recruitment is a vital prerequisite to eliminating the health disparity in cancer control trials and health promotion programs. Although recruitment campaigns are sometimes guided by learning models, little attention is paid to a critical requirement: how to reach key target audiences with persuasive messages and hold their attention long enough for the messages to be processed. Little scientific rigor has been applied to the study of methods to increase information seeking and to improve the recruitment of minorities into cancer control or treatment trials. Even the most innovative research is stymied by the lack of representative samples of the population the research is designed to serve. The goals of this study are: 1) to develop and prospectively test, theory-driven, ethnically appropriate health-related messages to promote information seeking and recruitment; 2) to test methods for marketing/communication of the messages and; 3) to assess differences in response (in terms of information seeking and recruitment), between African American (AA) and Caucasian males into a prostate cancer control program. To accomplish these goals, direct response radio (DRR) and direct response newspaper (DRN), guided by a framework that includes Social Marketing, will be tested as methods to improve information seeking and recruitment. Our preliminary data has shown a differential response by ethnicity (AA and Caucasian) to DRR and DRN information seeking and recruitment. It is our hypotheses that, guided by our integrated Marketing and Cognitive-Affective conceptual framework, and our pilot work: 1) AA men will be more responsive to a DRR campaign than Caucasian men, 2) Caucasian men will be more responsive to a DRN campaign than AA men, 3) DRR will be more cost-effective for the recruitment of AA men than for Caucasian men, and 4) specific cognitive-affective factors will be associated with response. The significance of this work would be the advancement of knowledge of risk communications research via the study of a theory-driven process that may improve information seeking and recruitment of AA men to cancer control protocols. It would also serve as a potential model for improved information seeking and recruitment of AA men to be tested in other cancer control and treatment trials and potentially as a model for other minorities.