Hispanic TV urges health
November 15, 2007 by NORA COBB For The Red Black
Filed under News
Hispanics who watch telenovelas regularly are more health conscious than those who do not – a fact University researchers are using to battle diabetes.
One popular telenovela recently featured an overweight character who became impotent due to diabetes.
“This plot appealed to the machismo aspect of the Hispanic culture,” said Leslie Rodriguez, the University graduate student who suggested the plot. “While Hispanics might not seek medical attention otherwise, when it comes to impotence, they will pay attention.”
Rodriguez, a doctoral candidate in the College of Public Health, made the suggestion after her research showed the viewers of “Amarte Asi” and other Spanish language soap operas are concerned about health.
One of the major health concerns for Hispanics is diabetes.
“Adults are especially at risk,” said Pamela Orpinas, a professor who works with Rodriguez. She is secretary of the Hispanic Health Coalition of Georgia.
Rodriguez wanted to make novelas informational and entertaining. “Too often, Hispanics believe that their health is in God’s hands, so they don’t take action,” said Rodriguez.
Vicki Freimuth, a professor in the department of speech communication, referred Rodriguez to a contact in California working on a project called Hollywood health and society. As the only Spanish speaker in the project, Rodriguez was put in touch with writers at Telemundo, the second-largest Spanish language television network in the U.S.
Forty-three percent of Hispanics watch novelas at least once a week.
Rodriguez’s project concentrated on “Amarte Asi,” the story of a young boy, Frijolito, born out of wedlock who seeks the impossible love between his mother, Margarita, a mariachi singer, and father, Ignacio, a young doctor. Rodriguez worked with the writers to develop a health message that did not detract from the drama of the novela.
Carolina Acosta-Alzuru, professor of journalism and mass communication specializing in telenovelas, said interwoven messages are especially important for reaching the immigrant population.
“Hispanics see telenovelas as a form of entertainment – they don’t want to be preached to,” said Acosta-Alzuru. Immigrants are more likely to pay attention to health messages because novelas represent a connection with their country of origin.
“They grow up watching these novelas,” said Acosta-Alzuru. She said Hispanics are more likely to heed health warnings coming from family.
“There is not an emphasis on preventive-care screenings like in the American culture,” Rodriguez said.
Hispanics are the minority with the highest rate of uninsured people. Rodriguez said Hispanics, especially Mexican-Americans, are almost two times more likely to contract diabetes due to obesity, four in 10 are uninsured. Immigration laws may make some Hispanics reluctant to go to the doctor.
Rodriguez, who still is analyzing her data, found regular exposure to story lines such as “Amarte Asi” increase the number of Hispanics who take action or at least have the intent to control their diabetes. Rodriguez’s next project with Telemundo will concentrate on the importance of worksite safety.
