Journal of
Media and Communication Studies

  • Abbreviation: J. Media Commun. Stud.
  • Language: English
  • ISSN: 2141-2545
  • DOI: 10.5897/JMCS
  • Start Year: 2009
  • Published Articles: 223

Full Length Research Paper

Hollywood and breast cancer prevention among African American women: An analysis of breast cancer risk narratives in the California ‘Every Woman Counts Campaign’

Crystal Y. Lumpkins
William Allen White School of Journalism and Mass Communications University of Kansas,American
Email: [email protected]

  •  Accepted: 22 March 2012
  •  Published: 31 August 2012



In 2006 the California department of public health ran a series of television public service announcements that advocated breast cancer screening among women in its “Every Woman Counts” campaign. This essay evaluates breast cancer risk narratives in a pilot sample of Public Service Announcements (PSAs) targeting underinsured and uninsured women. The PSAs were used as a guide to gain a greater understanding of how Walter Fisher’s narrative paradigm theory and a deconstruction of cultural symbols may be used in determining effective message design in health promotion materials targeting vulnerable populations.


Key words: African American women, breast cancer risk, public service announcements, public health campaigns.