Abstract: A Multicultural Health Communication Model for Problem Gambling (2010 National Conference on Health Communication, Marketing, and Media)

Ayana Perkins, Masters, in, Counseling, Department of Psychology, Georgia State University, Atlanta, GA

Theoretical Background and research questions/hypothesis: There is minimal awareness of the risk of developing pathological gambling disorder among the general population. The revenue from gambling products and services often overshadows the increased risk of low-income populations in developing pathological gambling. Individuals who develop gambling problems also increase their risk for unemployment, poor physical health, debt, and substance use disorder. In 2007, a problem gambling prevalence study was coordinated at Georgia State University to determine which populations are most at risk for problem gambling in the metropolitan area of Atlanta, Georgia. Regression analysis revealed a significant interaction was found between race, income, and problem gambling, a finding consistent with national prevalence studies. A multicultural qualitative study was launched in city of Atlanta from 2008 to 2009 to assess how selected ecological variables were correlated with problem gambling and to engage community members in dialectical problem solving. Data from focus groups, interviews, and extant literature indicated that a multicultural problem gambling intervention model was needed. Previous studies either failed to consider cultural risks and protections or only examined prevalence and intervention model for one particular ethnic group. A Problem Gambling Health Communication Model was developed to appropriately address diverse communities. The conceptual structure was organized by cross cultural themes and other lessons learned from the qualitative study.

Methods and Results (informing the conceptual analysis):

Methods: The conceptual model is based on the ecological theoretical framework. This framework highlights the importance of understanding the interaction of an individual and his/her environment. This model is strengthened by the inclusion of the perspectives of diverse stakeholders. Both the theoretical approach and potential practical significance of this intervention promotes empowerment and community ownership in addressing health disparities for problem gambling. Results A multicultural health communication model was created. This social marketing model is dependent upon the involvement of at risk community members, cultural organizations, faith based organizations, policy makers, and behavioral health specialists. Health communication messages will be used to increase awareness of problem gambling as a behavioral health disorder, improve understanding of probability of winning, reduce stigma towards problem gambling, reduce harm, and tailor cultural specific messages for different communities. This health communication model is strengthened by its major components: Civic engagement, network development, and process evaluation.

Conclusions: Multicultural research data were used to identify solutions that promote health equity. This study makes a significant contribution to gambling intervention research. Since there is a dearth of data on cultural specific gambling intervention models, more research is required to assess the long term impact of this type of intervention.

Implications for research and/or practice: The health communication model has implications for policy development in minimizing harm for underserved communities.

24986 A Multicultural Health Communication Model for Problem Gambling