This abstract is summarized by IPR from the original journal article published in PRism Journal.

Dr. Jennifer Vardeman-Winter at the University of Houston and Dr. Natalie T.J. Tindall at Georgia State University examine how intersectionality affects women’s understanding, perception, and interpretation of a heart health communication campaign.

The researchers conducted in-depth interviews with 59 women from various racial minorities. Intersectionality was analyzed using questions that combined multiple identities simultaneously. For example, researchers asked, “How do you feel about heart disease as an African American/Hispanic/Asian woman that might be different from other groups affected by heart disease?”

Key findings include:

  • Campaign representation of women from racial minorities sparked conflicting feelings.
  • Some respondents said the campaign reified social and political stigmas about their race.
  • Other respondents felt that the representation of gender and race were respectful.
  • The intersection of culture and American ideals of healthy living created a conflict in some cases.
  • Some respondents expressed that their cultures’ foods may contribute to health disparities.
  • Messages in the campaign did not resonate with some participants due to the intersection of factors such as age and race.

Read more to discover how campaign message design can be interpreted differently due to intersectionality.

Heidy Modarelli handles Growth & Marketing for IPR. She has previously written for Entrepreneur, TechCrunch, The Next Web, and VentureBeat.
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