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Reaching at risk groups

The importance of health storytelling in Los Angeles Latino media

Georgia State University, USA

Sandra J. Ball-Rokeach

University of Southern California, USA

Latinos are at high risk for many health problems, but are often missed by traditional health communication campaigns aired through general audience channels. This article explores Latinos’ connections to communication channels for health goals - both mediated and interpersonal and media that is general audience and geo-ethnic (targeted toward a specific ethnicity and/or community). Data from a random digit dial telephone survey of Latinos in two Los Angeles communities are analyzed. The results indicate that Latinos have strong connections to media that target their ethnic group or community, to interpersonal networks of friends and family, and to health professionals. The implications of these findings are discussed and recommendations made for increased health storytelling about the dominant health risks facing Latino communities.

Key Words: communication ecology • communication infrastructure • ethnic media • health storytelling • interpersonal networks • Latinos • media system dependency theory

Journalism, Vol. 7, No. 3, 299-320 (2006)
DOI: 10.1177/1464884906065513


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