Old Dominion University ODU Digital Commons English Theses & Dissertations English Summer 2019 Adding Soul to the Message: Applying African American Jeremiad Rhetoric as Culturally Competent Health Communication Online Wilbert Francisco LaVeist Old Dominion University, [email protected] Follow this and additional works at: https://digitalcommons.odu.edu/english_etds Part of the Communication Technology and New Media Commons, Health Communication Commons, Journalism Studies Commons, and the Speech and Rhetorical Studies Commons Recommended Citation LaVeist, Wilbert F.. "Adding Soul to the Message: Applying African American Jeremiad Rhetoric as Culturally Competent Health Communication Online" (2019). Doctor of Philosophy (PhD), dissertation, English, Old Dominion University, DOI: 10.25777/1h52-sr85 https://digitalcommons.odu.edu/english_etds/94 This Dissertation is brought to you for free and open access by the English at ODU Digital Commons. It has been accepted for inclusion in English Theses & Dissertations by an authorized administrator of ODU Digital Commons. For more information, please contact [email protected]. ADDING SOUL TO THE MESSAGE: APPLYING AFRICAN AMERICAN JEREMIAD RHETORIC AS CULTURALLY COMPETENT HEALTH COMMUNICATION ONLINE by Wilbert Francisco LaVeist B.A. May 1988, The Lincoln University of Pennsylvania M.A. December 1991, The University of Arizona A Dissertation Submitted to the Faculty of Old Dominion University in Partial Fulfillment of the Requirements for the Degree of DOCTOR OF PHILOSOPHY TECHNOLOGY AND MEDIA STUDIES OLD DOMINION UNIVERSITY AUGUST 2019 Approved by: Kevin A. Moberly Avi Santo Daniel P. Richards Alison R. Reed ABSTRACT ADDING SOUL TO THE MESSAGE: APPLYING AFRICAN AMERICAN JEREMIAD RHETORIC AS CULTURALLY COMPETENT HEALTH COMMUNICATION ONLINE Wilbert Francisco LaVeist Old Dominion University, 2019 Director: Dr. Kevin A. Moberly This study examines whether online health communications targeting African Americans could be more effective by structuring the message in the format of African American jeremiad rhetoric, a culturally unique version of the American jeremiad literary form. Health disparities (also known as health inequality) persist among African Americans despite increased health knowledge, improved communication practices, and access to health facts online. The problem is systemic, and thus a predictable outcome that requires change in societal structures that produce and maintain inequality. Individual behavior changes to improve health is also necessary. Information alone does not change behavior. Altering environmental factors is also vital to achieving behavior change. Health communications researchers widely accept that culturally appropriate messaging is key to improving health literacy and therefore, positive behavior change leading to changes that improve health outcomes. Language and spirituality are key characteristics of African American culture, though “culture” is complex term, encompassing not only race and ethnicity, but such elements as one’s region, and generational affiliation. Faith can have a positive influence on health outcomes. Historically, African American jeremiad (also known as Afro American jeremiad) rhetoric has been successfully applied to communicate to African American mass audiences, inspiring positive behavior change to advocate for systemic and individual action to confront major national crisis plaguing the group. Applying Bolter and Grusin’s theory of remediation, Ortiz’s theory of neoculturation, and McGuire’s communication/persuasion model, the study concludes by way of an A/B Test experiment that the African American jeremiad form, applied as a linguistic and sociocultural approach to culturally competent online health communications, could potentially inspire positive behavior change that could lead to action toward systemic and personal health changes. The study takes an initial step toward applying this hypothesis to a website of a documentary film project focused on informing and inspiring a movement among African American to overcome health disparities. Recommendations for future research are offered. iv Copyright, 2019, by Wilbert F. LaVeist. All Rights Reserved. v I dedicate this work to my late parents, Eudora Laveist, and particularly my father, William Thomas Laveist. Pop died January 27, 2019 of congestive heart failure, while I was writing this dissertation. I wish he could have read the finished product and held our degree in his hand. His constant encouragement pushed me toward the finish line so he could “graduate again.” I kept a note from him in my wallet as a reminder. Nonetheless, I was blessed to be with him and his second wife, Pat, and family and friends as we celebrated his 94th birthday on December 26, 2018. Note of encouragement from Known as “Bill,” Pop overcame significant disadvantages to William Laveist in 2014. make a great professional career and civic life for himself. A former New York City bus operator, Pop was president of the New York City Transit Retirees Chapter 3 Melbourne/Palm Bay. He was a leader in the Lions Club International, earning the Melvin Jones Award, the organization’s highest recognition. He never knew his father, William Thomas Laveist, Sr., or brother, Wilbert, who both died of illnesses soon after my Nana, Juliette Laveist, gave birth to him. He named me in honor of the older brother he never knew. Pop kicked smoking cold turkey and beat prostate cancer. He tamed hypertension. He endured other medical problems, yet beat the life-expectancy odds, particularly for a Black man. While writing this dissertation, I too was struck by several family troubles. Pop helped me remain focused and persistent because that’s who he was. Both of my parents instilled the value of education in each of their children. Pop, who had only an eight-grade education, often told me he regretted not being able to attend high school or college. Neither his mother nor family in Sint Maarten could afford tuition to educate him beyond the basics. So, when his children graduated college Pop would say, “I graduated too.” Yes Pop, as you know, we graduated – again. Love you. vi ACKNOWLEDGMENTS Thank you to each member of my Dissertation Committee for providing invaluable critique, guidance and recommendations throughout this process. I especially thank Dr. Kevin Moberly, the committee chair, for his mentoring, encouragement, and persistent feedback that shaped this final product. Also, I offer special words of appreciation to non-committee members Dr. Joyce Neff and Dr. Janet Bing, who both retired before I finished my coursework. During my first semester, they were particularly encouraging. Individually, they told me of the difficulties I would likely encounter pursuing a doctorate later in life and several years removed from being a college student. They advised me to draw on my professional journalism career and life experiences to navigate the journey. They essentially said, “You can do it, so just do it,” which was the frank, matter-of-fact no excuses pep talk I needed to hear. I also must give thanks to Dr. Joanne V. Gabbin, my English professor during my freshman year at The Lincoln University of Pennsylvania. Her ability to see talent in me that I hadn’t yet recognized, sent me on my way toward a successful 20-plus year journalism career. Her influence during that lone year before she and her husband, Dr. Alex Gabbin, moved on to James Madison University, helped me understand the powerful positive influence professors can have on students. She inspired me to want to teach someday and pursue a doctorate to pay the blessing forward to the next generation of scholars. I am also grateful to my support system of many colleagues, friends and family. Particularly, special thanks to “my guardian Black butterfly” who drove 6 hours 17 minutes and 27 seconds to witness my dissertation defense. I maintained focus, in part, because each reminder or inquiry about the dissertation’s status helped rejuvenate my push to finish. vii TABLE OF CONTENTS Page LIST OF TABLES ................................................................................................................... IX LIST OF FIGURES ................................................................................................................... X Chapter I. INTRODUCTION AND PURPOSE ....................................................................................1 THEORETICAL FORMULATIONS ..............................................................................1 PURPOSE .......................................................................................................................9 PROBLEM .................................................................................................................... 17 II. BACKGROUND OF THE STUDY REVIEW OF THE LITERATURE ............................. 21 HEALTH INEQUALITY .............................................................................................. 21 HEALTH COMMUNICATIONS .................................................................................. 29 HEALTH COMMUNICATION AND MASS MEDIA ………………………….……. 32 PUBLIC UNDERSTANDING OF SCIENCE................................................................ 41 PLAIN LANGUAGE .................................................................................................... 43 SCIENCE COMMUNICATION AND RHETORIC ...................................................... 47 THE RHETORIC OF SCIENCE MOVEMENT ...........................................................