Breast Cancer Risk Communication: Assessing the Effectiveness of a Local Newspaper and a University-Based Web Page Approach. D. Brossard, Cornell University
Breast cancer kills each year 40,000 people, mostly women, in United States. Factors that have scientifically been linked to breast cancer can explain only 50% of breast cancer cases. The potential link between breast cancer and environmental factors such as pesticides, diet, and exercise, are currently under study. In this context, it is critical to communicate accurate information about breast cancer causes in order to avoid misconceptions and irrational fears. The present paper examines and contrasts two different communication approaches originated in Ithaca, NY, the Cornell Breast Cancer and Environmental Risk Factors Program (BCREF) web page, and a special issue on breast cancer of a local newspaper in the same town, the Ithaca Journal. The presentation and format of the two communication mediums are discussed, and their potential audience analyzed. The Ithaca Journal excellent information reliability is contrasted with traditional mass media risk stories. We show that the two mediums cover in a reliable way biology issues, risks issues, and prevention, a special attention being given to pesticides in BCREF web page. The two mediums foster the understanding of breast cancer rates. Finally, after discussing how the two approaches complement each other, we replace them in a general model of risk communication based on cultural theory.
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