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Message Design Strategies for Empowerment and Resistance to Racialized Marketing: A Randomized Trial.

Mi Zhou1, A Susana Ramírez2, Sarah Bartman1

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Summary
This summary is machine-generated.

Culturally tailored infographics, not non-tailored ones, empowered Mexican American young adults. Infographics were more effective than comic books for increasing empowerment and community control against racialized marketing.

Keywords:
Mexican Americanscultural tailoringempowermenthealth disparitiesracialized marketingsugar-sweetened beverages

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Area of Science:

  • Public Health
  • Health Communication
  • Social Psychology

Background:

  • Minority communities, including Mexican American young adults, face targeted racialized marketing of unhealthy products.
  • Empowerment interventions are crucial for enabling these communities to resist harmful marketing practices and promote health equity.

Purpose of the Study:

  • To compare the effectiveness of culturally tailored versus non-tailored messages in narrative and non-narrative formats for empowering Mexican American young adults.
  • To assess the impact of message format (infographic vs. comic book) on empowerment outcomes when cultural tailoring is constant.

Main Methods:

  • Two randomized controlled trials were conducted online with 767 Mexican American women aged 18-29.
  • Participants received a single exposure to either a standard infographic, a culturally tailored infographic, or a culturally tailored comic book.
  • Empowerment was measured using pre-post assessments of community control, perceived effectiveness of collective action, and perceived ability to influence community decisions, analyzed via ANCOVA.

Main Results:

  • Culturally tailored infographics significantly increased empowerment perceptions compared to non-tailored infographics (P = 0.022, d = 0.19).
  • When cultural tailoring was consistent, infographics enhanced empowerment perceptions (P = 0.003, d = 0.20) more than comic books (P = 0.380).
  • Both tailored formats improved perceived effectiveness of collective action, but only tailored infographics boosted community control (P = 0.003).

Conclusions:

  • Culturally tailored messages are more effective than non-tailored messages in empowering minoritized groups.
  • Non-narrative formats, specifically infographics, show greater potential for increasing empowerment and community control compared to narrative formats like comic books.
  • These findings highlight the importance of culturally relevant and accessible communication strategies to combat health disparities driven by racialized marketing.