April 4-6, 2024 • Hyatt Regency • Lexington, KY
Innovations in Health Communication
Innovations in Health Communication
Abstract: Co-Cultural Identities Impact on Appalachian College Student’s Health-Seeking Behaviors
This study investigates the health behaviors of Appalachian undergraduates, specifically sociocultural barriers toward seeking help. Previous research noted that students from rural Appalachian backgrounds are less likely to seek health care (Griffith et al., 2011), even when financial barriers are removed, in large part due to Appalachian cultural norms (Starcher et al., 2017). Appalachian cultural characteristics such as independence, self-reliance, and pride directly impact residents' health behaviors (Mansfield et al., 2005). While these studies focus directly on Appalachian populations, one limitation noted across studies is the lack of cultural and ethnic diversity within the sampling. The stereotypically Appalachian is often interpreted as 'white mountain folk'; however, the Appalachia region continues to grow in diversity, with minority populations climbing from around 10% in the 1990s to now more than 20% of residents (ARC.gov, 2023). This makes it imperative to understand how the intersection between minority and Appalachian identity impacts health-seeking behaviors.
Research outside Appalachia does investigate cultural differences in health-seeking behaviors, such as African American’s reliance on family and friends in health care guidance before healthcare professionals (Jones et al., 2010). Findings also note that feelings of racism and bias affect African American's willingness to seek out healthcare professionals (Jones et al., 2009; Ross et al., 2012) with some noting they would have to be in extreme pain to seek treatment (Watson, 2014).
This study extends previous work by focusing on co-cultural undergraduate minorities living within the Appalachian region, asking how sociocultural factors affect their health-seeking practices. Criterion sampling was used to ensure a diverse group of participants. Chosen participants then completed qualitative surveys or interviews regarding their health-seeking behavior strategies, and researchers followed up with additional questions as needed to clarify responses. Results were analyzed via open and axial thematic coding using a constant comparative method.
Interviews revealed similarities across co-cultures in Appalachia including avoiding healthcare as a sign of power, the tendency to self-assess and treat before seeking treatment, and a prioritization of other needs before health. Differences emerged adding additional depth to healthcare decision-making processes including avoidance of treatment due to a lack of culturally appropriate options or providers, the ability to engage in patient advocacy, and cultural healthcare horror stories. Findings highlight how cultural communication related to health and health care impacts co-cultural college students' decisions about seeking treatment. Implications for this research will help inform colleges on how to use cultural knowledge to craft effective health-related outreach messages and marketing to improve student health-seeking behaviors and provide insights for healthcare providers within Appalachia on how to serve the growing minority population best.
Research outside Appalachia does investigate cultural differences in health-seeking behaviors, such as African American’s reliance on family and friends in health care guidance before healthcare professionals (Jones et al., 2010). Findings also note that feelings of racism and bias affect African American's willingness to seek out healthcare professionals (Jones et al., 2009; Ross et al., 2012) with some noting they would have to be in extreme pain to seek treatment (Watson, 2014).
This study extends previous work by focusing on co-cultural undergraduate minorities living within the Appalachian region, asking how sociocultural factors affect their health-seeking practices. Criterion sampling was used to ensure a diverse group of participants. Chosen participants then completed qualitative surveys or interviews regarding their health-seeking behavior strategies, and researchers followed up with additional questions as needed to clarify responses. Results were analyzed via open and axial thematic coding using a constant comparative method.
Interviews revealed similarities across co-cultures in Appalachia including avoiding healthcare as a sign of power, the tendency to self-assess and treat before seeking treatment, and a prioritization of other needs before health. Differences emerged adding additional depth to healthcare decision-making processes including avoidance of treatment due to a lack of culturally appropriate options or providers, the ability to engage in patient advocacy, and cultural healthcare horror stories. Findings highlight how cultural communication related to health and health care impacts co-cultural college students' decisions about seeking treatment. Implications for this research will help inform colleges on how to use cultural knowledge to craft effective health-related outreach messages and marketing to improve student health-seeking behaviors and provide insights for healthcare providers within Appalachia on how to serve the growing minority population best.