Keynote given at the Broadcast Education Association on April 17, 2016. Purpose was to portray ways in which the media can play to influence agenda setting in an era of new communication channels.
Cancer Prevention & Control in the Changing Communication Landscape
1. Cancer Prevention & Control in the Changing
Communication Landscape
Bradford W. Hesse, PhD
Chief, Health Communication and
Informatics Research Branch
2. In 2005, 61.6% (+/- 1.6) of Americans
thought of cancer as a death sentence.
Is it?
3. In 2015, news outlets reported that
cancer is “just bad luck.”
Is that
right?
4. What do the
Data Say? What researchers found:
Correlation between
• Type of cell & life time risk
• Cells that divided frequently had
greater probability of mutation
• Unless prevented …
“It’s like ... traffic patterns.There is a
tight correlation between the number
of cars on the roads and the number of
accidents, but that doesn’t mean that it’s
pure bad luck if you have an accident.
Bad luck is not scientific: Many cases can
be prevented”
32. Confusion Can Cost Lives
“One in four people in
the United States—nearly
80 million—are infected
with at least one type of
human papillomavirus
(HPV)”
43. 1. Speed / Dynamism
2. Diversity of perspectives / “narrowcasting”
3. Broadened participation
Fundamental Shifts
44. Fundamental Shifts
1. Speed / Dynamism
2. Diversity of perspectives / “narrowcasting”
3. Broadened participation
Tuesday
July 9, 2002
Online First
article published
Wednesday
July 10, 2002
Thursday
July 11, 2002
Friday
July 12, 2002
Saturday
July 13, 2002
Doctors Receive
Journal Issue
Issue Published
Radio,TV news
*See: Hesse BW. The Patient, the Physician, and Dr. Google. JAMA Virtual Mentor. 2012;14(5):398-402.
NHLBI detects rise in
breast cancer for
PremPro
Patients access article online
45. 1. Speed / Dynamism
2. Diversity of perspectives / “narrowcasting”
3. Broadened participation
Fundamental Shifts
46. Fundamental Shifts
1. Speed / Dynamism
2. Diversity of perspectives / “narrowcasting”
3. Broadened participation
NEW
OPPORTUNITIES
•Rapid response
•Digital press kits
•Quick tracking
•Podcasts
•Sharable widgets
47. Fundamental Shifts
1. Speed / Dynamism
2. Diversity of perspectives / “narrowcasting”
3. Broadened participation
NEW
OPPORTUNITIES
•Better integration of online
and print content
•Multimedia content for public
and the press
•Data repositories for “open
science”
•Digital Object Identifiers for
journalistic content
jama.jamanetwork.com
48. Fundamental Shifts
1. Speed / Dynamism
2. Diversity of perspectives / “narrowcasting”
3. Broadened participation
NEW
OPPORTUNITIES
•Rapid surveillance of
digital life: “Infodemiology”
•Development of
algorithms to search
archived broadcasts
•Just in time, adaptive
interventions
49. Fundamental Shifts
1. Speed / Dynamism
2. Diversity of perspectives / “narrowcasting”
3. Broadened participation Accelerating Analysis of
Cancer Trends through
Web-scraping
NEW
OPPORTUNITIES
50. Fundamental Shifts
1. Speed / Dynamism
2. Diversity of perspectives / “narrowcasting”
3. Broadened participation
Media are narrowing
to serve interest-based
market segments
51. Fundamental Shifts
1. Speed / Dynamism
2. Diversity of perspectives / “narrowcasting”
3. Broadened participation
Disparities Frame
Framing to fit
perspective
Matthew Kreuter,Wash U
NEW
OPPORTUNITIES
52. Fundamental Shifts
1. Speed / Dynamism
2. Diversity of perspectives / “narrowcasting”
3. Broadened participation
Impact Frame
Framing to fit
perspective
Matthew Kreuter,Wash U
NEW
OPPORTUNITIES
53. Fundamental Shifts
1. Speed / Dynamism
2. Diversity of perspectives / “narrowcasting”
3. Broadened participation
Progress Frame
Framing to fit
perspective
Matthew Kreuter,Wash U
NEW
OPPORTUNITIES
54. Fundamental Shifts
1. Speed / Dynamism
2. Diversity of perspectives / “narrowcasting”
3. Broadened participation
3.25
3.5
3.75
4
4.25
4.5
4.75
5
Progress Impact Disparity
Low Mis
High Mis
3.75
4
4.25
4.5
4.75
5
Low Mistrust
High Mistrust
I want to be screened for colon
cancer? Framing X Medical Mistrust
Results
Framing to fit
perspective
Matthew Kreuter,Wash U
NEW
OPPORTUNITIES
55. Fundamental Shifts
1. Speed / Dynamism
2. Diversity of perspectives / “narrowcasting”
3. Broadened participation
NEW
OPPORTUNITIES
Targeting stories
to perspectives
Perspective
Framed Story Sample Article
NCI Data
Platform for
localization
56. Fundamental Shifts
1. Speed / Dynamism
2. Diversity of perspectives / “narrowcasting”
3. Broadened participation
TheTrustedVoice Pundits
Newscasters
57. Fundamental Shifts
1. Speed / Dynamism
2. Diversity of perspectives / “narrowcasting”
3. Broadened participation
Time Magazine, 2006
58. Fundamental Shifts
1. Speed / Dynamism
2. Diversity of perspectives / “narrowcasting”
3. Broadened participation
NEW
OPPORTUNITIES
Matthew
Kreuter
59. Fundamental Shifts
1. Speed / Dynamism
2. Diversity of perspectives / “narrowcasting”
3. Broadened participation
NEW
OPPORTUNITIES
When is genomic information communicated most accurately?
Prestige
Familiarity
Co-construction
60. Fundamental Shifts
1. Speed / Dynamism
2. Diversity of perspectives / “narrowcasting”
3. Broadened participation
NEW
OPPORTUNITIES
When is genomic information communicated most accurately?
Prestige
Familiarity
Co-construction
Prestige
Familiarity
Co-construction
Journalist + Source
61. Fundamental Shifts
1. Speed / Dynamism
2. Diversity of perspectives / “narrowcasting”
3. Broadened participation
NEW
OPPORTUNITIES
BLS USDA CDC
Community Health Data
67. source: Carpenter PA, Shah P. A model of the perceptual and conceptual processes in graph comprehension.
J Educ Psychol. 1999, 91(4): 690-702.
• Constructive process
• Gaze goes to center
for pattern
• Contiguous labels for
meaning
• Left to right tendency
in western culture
• Perceptual rules
guide meaning
Cognitive / Perceptual
Research
68. source: Carpenter PA, Shah P. A model of the perceptual and conceptual processes in graph comprehension.
J Educ Psychol. 1999, 91(4): 690-702.
• Constructive process
• Gaze goes to center
for pattern
• Contiguous labels for
meaning
• Left to right tendency
in western culture
• Perceptual rules
guide meaning
Visualizing Long Term
Change
69. • Constructive process
• Gaze goes to center
for pattern
• Contiguous labels for
meaning
• Left to right tendency
in western culture
• Perceptual rules
guide meaning
Hans Rosling, BBC
Visualizing Change
Dynamically
71. Exceptional Case
Fallacy of small numbers;
Tversky & Kahneman, 1971
Illnesses
322,000,000
Hospitalizations
21,000,000
Prevented
Deaths
732,000
72.
73. See: Fagerlin,A., Ubel, P.A., Smith, D. M., & Zikmund-Fisher, B. J. (2007). Making numbers matter: present and future research in risk
communication.Am J Health Behav, 31 Suppl 1, S47-56.
Icon arrays designed to convey
natural frequencies
77. Added User Controls
14 datasets spanning 6 years
NSF, NIH
Collaboration
Dissolving Barriers Between
Clinical and Community Health
source: Hesse, Bradford W. (2007). Public Health Informatics. In M. C. Gibbons (Ed.), eHealth Solutions for
Healthcare Disparities (pp. 109-129). NewYork, NY: Springer.
80. But the Science of Cancer is Becoming
Increasingly more Complex & Precise
81. The Public’s Reaction to Cancer Will
Be Driven by Emotion
“Communication can never
reshape everyone’s deep
passions about what feels
safe. Risk management …
must account for the
mistakes we sometimes
make.”
-David Ropeik
http://undark.org/article/know-this-first-risk-perception-is-always-irrational/