From Screen to Screening: Entertainment and News Television Media Effects on Cancer Screening Behaviors.

The complementary effects of genre-specific media use and information-seeking behaviors on cancer prevention behaviors have been understudied in cancer communication literature. A secondary analysis of the Annenberg National Health Communication Survey (ANHCS) was conducted to investigate the effects of two types of televised media content (i.e., news and entertainment programs) on three types of cancer screening behaviors through active health information seeking behavior (HISB) from other mass media. The results show that routine entertainment and news television viewing significantly predicted HISB above and beyond demographic variables and perceived health status. HISB partially mediated the effects of entertainment and news television viewing on colon cancer and breast cancer screening behaviors (i.e., sigmoidoscopy and colonoscopy, mammogram) while fully mediating their effects on prostate cancer screening behavior (PSA). Future advocacy efforts should continue to use mass media like television to raise awareness of various types of cancer and preventative measures. Additionally, more collaborations should be conducted between public health professionals and content creators to design effective health content on promoting cancer prevention behaviors on mass media platforms.