title: Who learns preventive health care information from where: cross-channel and repertoire comparisons.
abstract: We studied from which information channels individuals reported learning the most information about preventive health care, how those channels correlated with one another, and how well they were predicted by demographics and health orientations. A probability sample of 1,963 adults from 8 midwestern communities were interviewed from late 1994 to early 1995. Respondents reported learning different amounts of preventive health information from different channels, and a mix in levels of learning was found across channels. Television news and information rated unexpectedly high across the population studied. An exploratory factor analysis indicated a clear grouping or repertoire consisting of television channels, and for magazines and newspapers, but also a distinct personal media repertoire involving a mix of health professionals, family and friends, books, educational materials, and computers. Demographics did better at predicting learning from traditional print media, but personal health orientations were more effective predictors of personal media; television was less well predicted by either.
authors.affiliation: Department of Agricultural Journalism, University of Wisconsin-Madison, 53706, USA. gokeefe@fac-staff.wisc.edu
authors.forename: G J
authors.initials: GJ
authors.lastname: O'Keefe
authors.forename: H H
authors.initials: HH
authors.lastname: Boyd
authors.forename: M R
authors.initials: MR
authors.lastname: Brown