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Health Education & Behavior, Vol. 22, No. 2, 172-189 (1995)
DOI: 10.1177/109019819502200206

Health Interventions for African American and Latino Youth: The Potential Role of Mass Media

Daniel Romer

Annenberg School for Communication, University of Pennsylvania, 3620 Walnut St., Philadelphia, PA 19104-6220

Stephen Kim

University of Pennsylvania, Philadelphia.

Children in Latino and African American families are far more likely to live in urban, high-poverty settings that greatly increase risks to healthy development. During adolescence, these settings are particularly hazardous for their role in the social transmission of risk behavior. Community-wide health promotion using local mass media can counteract these influences by reaching preadolescents and adolescents, their parents, and other adults in urban communities with safe-behavior messages. These messages can be designed to make safer behavior more acceptable and normative in the community, to increase awareness of community resources for adoles cents, and to reverse the stereotyping and disregard that characterize media content about impoverished communities. Evidence is reviewed that, despite their poverty status, African American and Latino communities have considerable social resources to which community-wide health promotion can appeal, including strong family bonds, religious attachment, and concern about the community. The influence of these resources is exemplified by relatively low rates of adolescent drug use. Health promotion conducted regularly through local mass media could be an effective strategy to improve the health of adolescents in urban communities.


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