Are socioeconomic disparities in health behavior mediated by differential media use? Test of the communication inequality theory.

OBJECTIVE

Communication inequality has been offered as one potential mechanism through which social determinants influence multiple health behaviors. The purpose of this study was to examine the underlying mechanisms between communication inequality and health behaviors.

METHODS

Data from a nationally representative cross-sectional survey of 18,426 people aged 18 years and above in the United States were used for secondary analysis. Measures included socio-demographic characteristics, social participation (structural social capital), health media use (TV, print, and the Internet), and five health behaviors (physical activity, cigarette smoking, alcohol use, and intake of fruit and vegetable). Path analysis was performed to examine the linkages between social determinants, health media use, social participation, and social gradients in health behaviors.

RESULTS

Path analysis revealed that socioeconomic gradients in health behaviors is mediated by: 1) inequalities in health media use; 2) disparities in social participation, which leads to differential media use; and 3) disparities in social participation that are not mediated by media use.

CONCLUSIONS

Consistent with the theory of communication inequality, socioeconomic disparities in media use partially mediate disparities in multiple health behaviors.

PRACTICE IMPLICATIONS

To address health inequalities, it is important to utilize health media to target populations with low socioeconomic statuses.