University of Minnesota, Minneapolis, MN, United States.
Soc Sci Med. 2010 Nov;71(9):1627-35. doi: 10.1016/j.socscimed.2010.08.009. Epub 2010 Sep 15.
Engaging social networks to encourage preventive health behavior offers a supplement to conventional mass media campaigns and yet we do not fully understand the conditions that facilitate or hamper such interpersonal diffusion. One set of factors that should affect the diffusion of health campaign information involves a person's community. Variables describing geographic communities should predict the likelihood of residents accepting campaign invitations to pass along information to friends, family, and others. We investigate two aspects of a community--the availability of community ties and residential stability--as potential influences on diffusion of publicly-funded breast cancer screening in the United States in 2008-2009. In a survey study of 1515 participants living in 91 zip codes across the State of Minnesota, USA, we focus on the extent to which women refer others when given the opportunity to nominate family, friends, and peers to receive free mammograms. We predicted nomination tendency for a particular zip code would be a function of available community ties, measured as religious congregation density in that zip code, and also expected the predictive power of available ties would be greatest in communities with relatively high residential stability (meaning lower turnover in home residence). Results support our hypotheses. Congregation density positively predicted nomination tendency both in bivariate analysis and in Tobit regression models, and was most predictive in zip codes above the median in residential stability. We conclude that having a local infrastructure of social ties available in a community predicts the diffusion of available health care services in that community.
利用社交网络鼓励预防性健康行为是对传统大众媒体宣传的补充，但我们还不完全了解促进或阻碍这种人际传播的条件。一组应该影响健康宣传信息传播的因素涉及一个人的社区。描述地理社区的变量应该预测居民接受宣传邀请将信息传递给朋友、家人和其他人的可能性。我们调查了社区的两个方面——社区联系的可用性和居住稳定性——作为美国 2008-2009 年公共资助乳腺癌筛查传播的潜在影响因素。在对美国明尼苏达州 91 个邮政编码的 1515 名参与者进行的一项调查研究中，我们关注的是女性在有机会提名家人、朋友和同龄人接受免费乳房 X 光检查时向他人推荐的程度。我们预测，特定邮政编码的提名倾向将是可用社区联系的函数，以该邮政编码的宗教集会密度来衡量，并且预计在居住稳定性相对较高的社区（意味着家庭居住的周转率较低）中，可用联系的预测能力最大。结果支持我们的假设。集会密度在双变量分析和 Tobit 回归模型中均正向预测提名倾向，并且在居住稳定性高于中位数的邮政编码中最具预测性。我们的结论是，社区中存在可用的社交关系基础设施可以预测该社区可提供的医疗服务的传播。
