Perceptions of Latinos, African Americans, and Whites on Media as a Health Information Source

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Abstract
This study examined the responses from over 3,400 interviews with African Americans, Latinos, and Whites from three nationally representative telephone surveys on sources of health information and the role of mass media. It focused specifically on the perceived effectiveness and relevance of general market media versus Black - and Latino - oriented media as sources of health information for racially and ethnically diverse audience segments. The study found that large majorities of Whites, African Americans, and Latinos rely heavily on the media for information about health and health care, take personal action as a result of media health coverage, and would like the media to expand its coverage of health topics. African Americans and Latinos reported more regular use of general market media outlets versus Black - or Latino - oriented media sources, although minority oriented media also figured prominently . African Americans and Latinos were more critical of general media health coverage than were Whites and pointed to the failure to cover a list of specific health topics, the lack of minority - relevant health reporting, and inadequate representation and portrayals of minorities in coverage as key problems. Moreover, despite high reliance on the mass media, trust of media as a health information source was moderate to low across groups. While documenting the critical role of mass media in informing the public on health and health care issues, this study suggests disparate access for African Americans and Latinos, compared with Whites, when seeking health information and news of personal and community relevance. These disparities indicate the need for improved and intensified coverage of minority health concerns as well as more inclusive treatment of racially diverse audiences in general.

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