A White Family's Oral Storytelling About Cancer Generates More Favorable Evaluations From Black American Audiences

• Published in: Health communication Vol. 35; no. 12; pp. 1520 - 1530
• Main Authors: Beach, Wayne A., Dozier, David M., Allen, Brenda J., Chapman, Chelsea, Gutzmer, Kyle
• Format: Journal Article
• Language: English
• Published: England Routledge 14-10-2020; Routledge, Taylor & Francis Group
• Subjects: African Americans; Audiences; Black people; Black white differences; Campaigns; Cancer; Communication; Discrimination; Entertainment; Family power; Health education; Health information; Medical diagnosis; News; Oral cancer; Racism; Relatives; Resilience; Slavery; Storytelling; Talking; Telephone calls; Telephones; Traditions
• ISSN: 1041-0236; 1532-7027
• DOI: 10.1080/10410236.2019.1652387

One proposition of Entertainment Education (EE) suggests that actors communicating messages should be ethnically and culturally homogenous with targeted audiences. The present study challenges this assumption by investigating audience evaluations of When Cancer Calls... (WCC), a unique 80-minute theatrical production based on actual phone conversations between family members dealing with a loved one's cancer diagnosis, treatment, and eventual death. In WCC, the family is White and all interactions are drawn verbatim from 61 recorded phone calls made over 13 months. This study addresses whether authentic family storytelling about cancer minimizes differences between the White family in WCC, diverse Persons of Color (POC), and specifically how WCC resonates with Black Americans' cancer experiences. Data collected (n=483) from audiences in four U.S. cities confirmed overall positive audience reactions to viewings of WCC. Blacks were significantly more likely to evaluate WCC favorably than Whites or other POC. Rooted in the prominence of oral communication traditions, these findings confirm the power of family storytelling as a vehicle for designing health communication campaigns for Black American audiences. For example, when Blacks were forbidden to learn how to read and write during American slavery, family storytelling was a powerful tool for preserving history, sharing news, resisting racism in hostile environments, and sustaining resilience necessary for survival. These WCC findings provide innovative strategies for facilitating communication among cancer patients and family members, especially Black Americans who are deeply affected and face ongoing challenges talking about cancer.