“If it’s a woman’s issue, I pay attention to it”: Gendered and Intersectional Complications in The Heart Truth Media Campaign
Year: 2010
Type: article
Abstract: This cultural study explores the nexus of cultural studies, knowledge production of communication campaigns, and intersecting identities to offer insight on how to better design meaningful campaigns for publics. This research examines how women understand, perceive, and interpret a heart health communication campaign. Fifty-nine women from various racial, ethnic, geographic, and socioeconomic backgrounds were interviewed. Women appreciated and critiqued the campaign according to role-fulfilment as family and community information-givers, tensions about race and gender representations, hegemonic health discourse, and communities’ lived and everyday barriers. The study highlights the limitations of traditional campaign segmentation approaches, demonstrates the need for exploring cultural meaning-making at the beginning of campaign development, and stresses the importance of studying intersectionality of identities in mediated environments.
Source: Digital Archive @ GSU
Author: Natalie T. J. Tindall
Institution: Georgia State University
Language: English
Topic: Media Influence and Health
Subfield: Communication
Field: Social Sciences
Domain: Social Sciences
Open Access status: green
OpenAlex ID: W837311376