Targeting cancer information to African Americans: the trouble with talking about disparities

Cancer messages that are designed for African Americans often include information on Black-White cancer disparities to raise Black adults' perceived cancer risk and increase cancer screening. Whether disparities messages achieve this, and how Blacks feel about hearing that they are worse off than are Whites, largely remain unknown. This study examined Blacks' responses to two mock newspaper articles on colorectal cancer: a disparities article and a nondisparities article. A random sample of 400 Black adults read the articles and answered questions on their reactions to both. Results revealed that readers of the disparities article felt significantly more insulted, discouraged, and angry about it than did readers of the nondisparities article. Article type played no role in desires or intentions to have colon cancer screening among participants of screening age, and no role in perceived cancer risk or intentions to suggest colon cancer screening to family among participants of any age. These findings suggest that disparities messages might not increase perceived cancer risk or increase interest in cancer screening as widely theorized and intended; instead, they simply may elicit anger and discouragement among African Americans.