Abstract ED03-01: Using communication science to reduce cancer health disparities: Inequities in access and opportunities for narrowing the digital divide
Authors: Chou Wen-ying Sylvia 
Published: May 2015

The changing communication and media landscape brought on by the rise of social media and mobile platforms has significant implications on cancer control and prevention efforts. Over the last decade, the online landscape has changed from a space characterized primarily by static content into one that is defined by dynamic networks, interactivity, and user-generated content. Online cancer communication—whether about screening, tobacco use, or treatment options—is becoming ubiquitous, and the boundary between health communicators and their audience is blurred. This high volume of content is contains cancer communication of all types—from evidence-based advice to myths and inaccuracies. Scientists have the opportunity to leverage these conversations both to understand public knowledge, attitudes and perceptions about cancer and to support cancer control efforts.

Despite the changes in communication patterns, barriers (such as reliable Internet access and cell phone services) persist among poor and underserved populations. However, opportunities to narrow the access gap are growing and increasingly being explored in light of high social and mobile media penetration rates among racial/ethnic minorities. New media platforms hold potential for narrowing the digital divide, and enabling equitable patient education and empowerment programs.

This presentation will: 1) highlight the role of social and mobile media in communication about cancer, both in peer-driven online communities as well as public health and clinical care; 2) explore current patterns of social media use by socio-demographic and health factors (including race/ethnicity, age, sex, education, health status) and identify opportunities for narrowing the digital divide; 3) discuss communication research priorities and promising new methods and approaches. Recent findings from NCI's 2012-13 Health Information National Trends Survey (HINTS) and the PEW Internet American Life Project will be highlighted to show trends and patterns of online communication. Specific attention will be drawn to data on social media engagement among racial/ethnic minorities and underserved populations in order to highlight opportunities for alleviating burdens of cancer disparities. In addition, we will feature exemplary communication research mining and analyzing social media interactions to understand cancer-related attitudes and behaviors, as well as a number of online cancer control interventions using social media. These examples will cover a wide range of cancer control efforts from tobacco control, HPV vaccination education, cancer screening communication, cancer survivorship support, to promotion of healthy diet and physical activities.

As the Internet continues to affect the way we seek and share health information and engage in health care, understanding how the online communication landscape is being used to share cancer-related topics can inform strategies for increasing the reach and effectiveness of evidence-based cancer information. In order to address cancer health disparities, increasing equitable Internet access, promoting digital health literacy, and identifying influential online networks amendable to intervention are among top priorities in cancer communication research.

Citation Format: Wen-ying Sylvia Chou. Using communication science to reduce cancer health disparities: Inequities in access and opportunities for narrowing the digital divide. [abstract]. In: Proceedings of the Sixth AACR Conference: The Science of Cancer Health Disparities; Dec 6–9, 2013; Atlanta, GA. Philadelphia (PA): AACR; Cancer Epidemiol Biomarkers Prev 2014;23(11 Suppl):Abstract nr ED03-01. doi:10.1158/1538-7755.DISP13-ED03-01