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유방암 커뮤니케이션 채널과 유방암 검진 의향의 관계에 관한 연구

Breast Cancer Communication and its Relationship with Breast Cancer Screening Intention

박기호|정의철
한국지역언론학회 (Korean Regional Communication Research Association)|2010.06|언론과학연구 (Journal of Communication Science)|제10권 제2호|pp. 572-603

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유방암breast cancerbreast cancer screening유방암 검진health communication헬스커뮤니케이션커뮤니케이션 채널communication channel
주제분류신문방송학

초록

유방암은 서구적인 식생활과 생활습관의 확산으로 한국에서 심각한 여성건강 이슈로 부상하고 있다. 이에 따라 우리사회에서 여성의 건강증진을 위해 유방암 및 유방암 검진에 관한 커뮤니케이션을 활성화할 필요성이 크다. 이런 상황에 주목해 본 연구는 유방암 커뮤니케이션 채널 노출정도와 유방암 지식 및 검진 의향과의 관계를 분석하였다. 이를 위해서 국립암센터가 경기도 지역에서 실시한 여성암 검진에 관한 설문조사 결과를 커뮤니케이션 패턴 중심으로 분석하였다. 연구결과에 따르면 유방암 메시지에 대한 노출도는 미디어 채널 중에서 텔레비전이 높았고 유방암 지식에 미치는 영향은 신문이 큰 것으로 나타났다. 검진 의향에는 텔레비전은 영향을 주지 못했고 신문은 부정적 영향을 주고 있었다. 대인 채널에서는 의사, 약사 등 의료인과의 채널이 노출도가 높았고 유방암에 대한 지식 및 검진 의향 모두에 유의미한 영향을 미치고 있었다. 또한, 나이는 어릴수록, 소득은 많을수록 유방암 검진에 참여할 의향이 높은 것으로 나타났다. 이 연구를 통해 효과적인 유방암 지식 향상 및 검진 촉진을 위한 캠페인을 위해서는 목표 공중의 특성에 맞는 메시지를 개발하고 적절한 채널을 활용하는 것이 필요함을 알 수 있다. 아울러, 목표 공중이 많이 이용하는 미디어와 대인 채널을 적절하게 결합해 유방암 검진 메시지를 전달하는 것이 더욱 효과적일 것으로 보인다.

Abstract

Breast cancer has emerged as a serious health issue in Korea because of a wide-spreading Westernalized eating pattern and lifestyle in the past decade. Therefore, it seems a necessity to strengthen communication campaigns and activities about breast cancer to promote women's health in society. Focusing on this situation, this research aims to explore breast cancer communication patterns and its impacts on breast cancer knowledge and screening intention. This research analyzed the survey result conducted by Korea's National Cancer Institute in Kyunggi Province in 2008 to find out Korean women's breast cancer knowledge and intention. First of all, television has the highest exposure rate among media channels while newspaper was the most influential on breast cancer knowledge. Television has no effect on screening intention while newspaper has a negative effect on it. In terms of interpersonal channels, healthcare providers, such as medical doctors or pharmacists, have the highest exposure rate and make significant effects on breast cancer knowledge as well as screening intention. Also, young age and high income level are positively related to screening intension. This study implies that it is important to develop tailored messages considering target audiences' characteristics and to utilize effective communication channels based on an audience analysis to make a campaign for more breast cancer knowledge and screening effective. It is also noted that it is useful to integrate appropriate interpersonal and media channels to disseminate breast cancer screening messages effectively.

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