Framing Heart Disease: A Qualitative Study Exploring the Perceptions of African American Women on Heart Disease Awareness

Abstract

Compared to men and other women, African American women have the highest rate of mortality related to heart disease. Heart disease awareness is often disseminated through the media, with public health initiatives targeting specific groups. This qualitative study examines African American women's perspectives on heart disease awareness. Using framing theory from the audience’s perspective, data were collected and analyzed based on feedback from 12 African American women aged 18-22 across four focus groups. Thematic and critical discourse analyses were conducted, and four themes were identified: perceptions of risk, perceptions of the leading cause of death, perceptions of heart disease awareness in the media, and lack of representation. Most participants said they were not at risk for heart disease and believed childbirth was the leading cause of death among African American women. Participants mentioned that African American women were underrepresented regarding race and gender in most health-related messages in the media.