title: Is channel segmentation necessary to reach a multiethnic population with weight-related health promotion? An analysis of use and perception of communication channels.
abstract: OBJECTIVE
  To explore similarities and differences in the use and perception of communication channels to access weight-related health promotion among women in three ethnic minority groups. The ultimate aim was to determine whether similar channels might reach ethnic minority women in general or whether segmentation to ethnic groups would be required.
  
  
  METHODS
  Eight ethnically homogeneous focus groups were conducted among 48 women of Ghanaian, Antillean/Aruban, or Afro-Surinamese background living in Amsterdam. Our questions concerned which communication channels they usually used to access weight-related health advice or information about programs and whose information they most valued. The content analysis of data was performed.
  
  
  RESULTS
  The participants mentioned four channels - regular and traditional health care, general or ethnically specific media, multiethnic and ethnic gatherings, and interpersonal communication with peers in the Netherlands and with people in the home country. Ghanaian women emphasized ethnically specific channels (e.g., traditional health care, Ghanaian churches). They were comfortable with these channels and trusted them. They mentioned fewer general channels - mainly limited to health care - and if discussed, negative perceptions were expressed. Antillean women mentioned the use of ethnically specific channels (e.g., communication with Antilleans in the home country) on balance with general audience-oriented channels (e.g., regular health care). Perceptions were mixed. Surinamese participants discussed, in a positive manner, the use of general audience-oriented channels, while they said they did not use traditional health care or advice from Surinam. Local language proficiency, time resided in the Netherlands, and approaches and messages received seemed to explain channel use and perception.
  
  
  CONCLUSIONS
  The predominant differences in channel use and perception among the ethnic groups indicate a need for channel segmentation to reach a multiethnic target group with weight-related health promotion. The study results reveal possible segmentation criteria besides ethnicity, such as local language proficiency and time since migration, worthy of further investigation.
authors.affiliation: a Department of Public Health, Academic Medical Center , University of Amsterdam , Amsterdam , The Netherlands.
authors.forename: Marieke A
authors.initials: MA
authors.lastname: Hartman
authors.forename: Vera
authors.initials: V
authors.lastname: Nierkens
authors.forename: Stephan W
authors.initials: SW
authors.lastname: Cremer
authors.forename: Arnoud
authors.initials: A
authors.lastname: Verhoeff
authors.forename: Karien
authors.initials: K
authors.lastname: Stronks
mesh_terms: D000328:Adult; D003142:Communication; D005006:Ethnicity; D005190:Family; D005260:Female; D017144:Focus Groups; D033062:Friends; D005869:Ghana / Q000208:ethnology; D015438:Health Behavior; D006293:Health Promotion / Q000379:methods*; D006801:Humans; D057226:Information Seeking Behavior; D008519:Medicine, Traditional; D008875:Middle Aged; D008913:Minority Groups; D009426:Netherlands; D009427:Netherlands Antilles / Q000208:ethnology; D011320:Primary Health Care; D011845:Radio; D013532:Suriname / Q000208:ethnology; D013690:Television; D015431:Weight Loss; D055815:Young Adult
keywords: access to information; communicatiekanalen; communication channels; ethnic groups; etnische groepen; gezondheidsverschillen; health status disparities; migranten; minority groups; overgewicht preventie; overweight prevention; toegang tot informatie
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