Persistent Link:
http://hdl.handle.net/10150/613552
Title:
SEMIOTICS, HEALTHCARE, AND THE LATINO PATIENT
Author:
RAMIREZ, VICTORIA RENE
Issue Date:
2016
Publisher:
The University of Arizona.
Rights:
Copyright © is held by the author. Digital access to this material is made possible by the University Libraries, University of Arizona. Further transmission, reproduction or presentation (such as public display or performance) of protected items is prohibited except with permission of the author.
Abstract:
In the medical field, advertisements act as markers of healthcare professionals’ marketing capabilities. Advertisements also illustrate a marketer’s knowledge of the target consumer population given the signs and cultural symbols within a specific advertisement. An assessment was performed of advertising aimed at attracting Hispanic patients in regards to health and development. Advertisements from the Phoenix, Arizona based Spanish newspaper La Voz Arizona were analyzed, as well as Spanish-language paper handouts, bilingual signs, and pamphlets from medical clinics in Tucson, Arizona. In each form of communication, there were significant community indicators of culturally sensitive semiotics specific to the Hispanic population, particularly that of Hispanic females. Among the most prevalent topics displayed in the observed advertisements were those of fertility, birth control, and health-benefiting, family lifestyle habits, with grandparents often included in this definition of “familia.” Spanish language advertising in the realm of healthcare does not appear to be lacking, however, there is a growing demographic of bilingual Hispanics that participate in English language forms of popular media that may not be reached by such communicative methodology. Fostering a popular media environment which renders accessibility to these Hispanics via the utilization of culturally sensitive semiotics is imperative for robust economic development and enhanced service in healthcare.
Type:
text; Electronic Thesis
Degree Name:
B.S.
Degree Level:
Bachelors
Degree Program:
Honors College; Spanish
Degree Grantor:
University of Arizona
Advisor:
Fitch, Melissa A.

Full metadata record

DC FieldValue Language
dc.language.isoen_USen
dc.titleSEMIOTICS, HEALTHCARE, AND THE LATINO PATIENTen_US
dc.creatorRAMIREZ, VICTORIA RENEen
dc.contributor.authorRAMIREZ, VICTORIA RENEen
dc.date.issued2016-
dc.publisherThe University of Arizona.en
dc.rightsCopyright © is held by the author. Digital access to this material is made possible by the University Libraries, University of Arizona. Further transmission, reproduction or presentation (such as public display or performance) of protected items is prohibited except with permission of the author.en
dc.description.abstractIn the medical field, advertisements act as markers of healthcare professionals’ marketing capabilities. Advertisements also illustrate a marketer’s knowledge of the target consumer population given the signs and cultural symbols within a specific advertisement. An assessment was performed of advertising aimed at attracting Hispanic patients in regards to health and development. Advertisements from the Phoenix, Arizona based Spanish newspaper La Voz Arizona were analyzed, as well as Spanish-language paper handouts, bilingual signs, and pamphlets from medical clinics in Tucson, Arizona. In each form of communication, there were significant community indicators of culturally sensitive semiotics specific to the Hispanic population, particularly that of Hispanic females. Among the most prevalent topics displayed in the observed advertisements were those of fertility, birth control, and health-benefiting, family lifestyle habits, with grandparents often included in this definition of “familia.” Spanish language advertising in the realm of healthcare does not appear to be lacking, however, there is a growing demographic of bilingual Hispanics that participate in English language forms of popular media that may not be reached by such communicative methodology. Fostering a popular media environment which renders accessibility to these Hispanics via the utilization of culturally sensitive semiotics is imperative for robust economic development and enhanced service in healthcare.en
dc.typetexten
dc.typeElectronic Thesisen
thesis.degree.nameB.S.en
thesis.degree.levelBachelorsen
thesis.degree.disciplineHonors Collegeen
thesis.degree.disciplineSpanishen
thesis.degree.grantorUniversity of Arizonaen
dc.contributor.advisorFitch, Melissa A.en
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