This cultural study explores the nexus of cultural studies, knowledge production of communication campaigns, and intersecting identities to offer insight on how to better design meaningful campaigns for publics. This research examines how women understand, perceive, and interpret a heart health communication campaign. Fifty-nine women from various racial, ethnic, geographic, and socioeconomic backgrounds were interviewed. Women appreciated and critiqued the campaign according to role-fulfilment as family and community information-givers, tensions about race and gender representations, hegemonic health discourse, and communities’ lived and everyday barriers. The study highlights the limitations of traditional campaign segmentation approaches, demonstrates the need for exploring cultural meaning-making at the beginning of campaign development, and stresses the importance of studying intersectionality of identities in mediated environments.
Vardeman-Winter, J. & Tindall, N. T. J. (2010). “If it’s a woman’s issue, I pay attention to it”: Gendered and intersectional complications in The Heart Truth media campaign. PRism, 7(4). Available at: http://www.prismjournal.org/fileadmin/Praxis/Files/Gender/VardemanWinter_Tindall.pdf