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Health Education Research Advance Access originally published online on March 30, 2009
Health Education Research 2009 24(5):829-838; doi:10.1093/her/cyp019
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© The Author 2009. Published by Oxford University Press. All rights reserved. For permissions, please email: journals.permissions@oxfordjournals.org

Everybody's talking: using entertainment–education video to reduce barriers to discussion of cervical cancer screening among Thai women

G. D. Love1,*, Michele Mouttapa2 and S. P. Tanjasiri2

1 Department of Communications
2 Department of Health Science, California State University-Fullerton, Fullerton, CA 92834, USA

* Correspondence to: G. D. Love. E-mail:glove{at}fullerton.edu

Although Southeast Asian women are at exceedingly high risk for cervical cancer, low rates of the Pap testing necessary for early detection and successful treatment continue among this group. Previous research suggests that discussions about Pap testing with important people in a woman's life, particularly her doctor, may increase the likelihood of screening; therefore increasing women's discussions about cancer screenings is an important step toward behavior change. The purpose of this study was to determine the effectiveness of a culturally sensitive, seven-minute video intervention in reducing barriers to discussions about Pap tests among Thai women. This unique video presented Thai actors, speaking in Thai, in a soap opera format. Participants completed a self-report questionnaire at baseline, immediately after the intervention and at 3-month follow-up. The comparison group received an educational pamphlet. Although the results indicated that both groups experienced reductions in barriers to communicating with others about Pap tests, the intervention group had significantly stronger outcomes than the comparison group for communicating about Pap tests in general as well as to doctors. These findings suggest that intermediate communication effects such as self-efficacy, collective efficacy and perhaps interpersonal communication may reduce barriers to discussion and positive decision making regarding Pap tests.

Received on October 2, 2007; accepted on February 23, 2009


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