Evaluation of a Protection Motivation Theory-Based Media Program regarding Cancer Early Detection: A Mixed-Methods Study

Early detection can prevent one third of cancer deaths. Recent studies show the effectiveness of mass media in increasing awareness. This study aimed to evaluate a PMT-based media program for cancer early detection (CED).
The media program included three parts, each 20 minutes long. A mixed-method study with embedded design was performed including a quasi-experimental study on two groups (each n=60), and a qualitative content analysis study (n=16). Cluster sampling was used to recruit participants in the quantitative phase, and purposive sampling was used to recruit participants in the qualitative phase. Data were collected by a PMT-based questionnaire designed by the investigator, in addition to Knowledge & CED behaviors questionnaires in the quantitative phase, and by semi-structured depth interview in the qualitative phase. Quantitative data were analyzed using SPSS-16 software.
The media program increased all of the main variables including the CED behaviors. During qualitative data analysis, 88 codes were extracted that were classified into six main categories: “knowledge reinforcing”, “motivating and empowering beliefs”, “fear reduction and hope increasing”, “program attraction”, “maintenance of program positive effect” and “conductor timing effect” that supported the quantitative finding of study. The most important strengths of the media program were the availability of sections and pictures and various venues, using popular interviews and patient experiences. Inappropriate program names, lack of information about program broadcasts, and lack of emphasis on family support were among the main weaknesses of the program.
Considering the low level of CED behaviors, interventional programs aimed at accelerating early detection with an emphasis on designing theory-based media intervention with coordination of education and media principals and techniques may be beneficial in the future.