This abstract is summarized by IPR from the original journal article published in the Journal of Applied Communication Research. 

Jennifer Vardeman-Winter, Ph.D. and colleagues explored the approach to identifying and engaging vastly different publics. This study provides information for an intersectional approach to the segmentation of publics.

Interviews of 31 women of different racial, socioeconomic, age and relationship backgrounds were interviewed to explore how they perceived their multiple, overlapping identities in terms of influence on their health decision making, specifically breast cancer screening.

Key findings include:

Publics experience co-occurring oppression and privilege in varying contexts. These contexts could include:
o  Representations of certain publics
o  Policies that affect certain groups
o  Structures that enable or hinder certain individuals’ ability to improve their health

Particular identities that women perceived were constraining to them were their:
o    Gendered roles (primarily as caregivers to others such as children, spouses, etc.),
o   Socioeconomic status (mostly due to income),
o   Race (as connected to income or to treatment by others due to race).

Read more to discover how intersectionality influences womens’ health decisions.


Vardeman-Winter, J., Jiang, H., & Tindall, N. T. (2013). Information-Seeking Outcomes of Representational, Structural, and Political Intersectionality Among Health Media Consumers. Journal of Applied Communication Research,41(4), 389-411. doi:10.1080/00909882.2013.828360

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