Across the life course, African Americans bear an unequal burden of disease compared to other racial groups. In spite of the widespread acknowledgment of racial health disparities, the voices of African Americans, their articulations of health and their local etiologies of health disparities are limited. In this article, we highlight the important role of communication scholarship to understand the everyday enactment of health disparities. Drawing upon the culture-centered approach (CCA) to co-construct narratives of health with African Americans residents of Lake County, Indiana, we explore the presence of stress in the everyday narratives of health. These narratives voice the social and structural sources of stress, and articulate resistive coping strategies embedded in relationship to structures.

This study highlights the role of local communities in creating culturally rooted health information resources based on comparative effectiveness research (CER), depicting the role of culture in creating entry points for building community-grounded communication structures for evidence-based health knowledge. We report the results from running a year-long culture-centered campaign that was carried out among African American communities in two counties, Lake and Marion County, in Indiana addressing basic evidence-based knowledge on four areas of cardiovascular disease (CVD). Campaign effectiveness was tested through an experimental design with post-test knowledge of CER among African Americans in these counties compared to CER knowledge among African Americans in a comparable control county (Allen). Our campaign, based on the principles of the culture-centered approach (CCA), increased community CER knowledge in the experimental communities relative to a community that did not receive the culturally centered health information campaign. The CCA-based campaign developed by community members and distributed through the mass media, community wide channels such as health fairs and church meetings, postcards, and face-to-face interventions explaining the postcards improved CER knowledge in specific areas (ACE-I/ARBs, atrial fibrillation, and renal artery stenosis) in the CCA communities as compared to the control community.

An online experiment was conducted to assess the extent gender-salient breast cancer awareness advertisements had on influencing risk perception, encouraging preventative behaviors, and gathering health information. Social identification theory and protection motivation theory postulate gender-salient pink-branded advertisements trigger defense mechanisms, countering desired outcomes. This study concludes gender-salient ads focusing on women, and displaying the Susan G. Komen logo caused aversive behaviors, whereas gender-neutral ads, showing medical providers and logos such as American Medical Association, improve health-related reporting. Results also highlight a disconnect between women who socially identify as breast cancer survivors/supporters, and those with no prior experience with breast cancer.

The purpose of this study is to provide recommendations to bridging the "theoretical" with the "practical" in developing community-based participatory research (CBPR) health communication projects. As illustrated through a review of several case studies from health campaigns using CBPR, often times the theoretical orientations of CBPR become secondary to its praxis, with unspoken motives and agendas become motivating factors in guiding the initiatives. These motives may come in the form of funding organization priorities, funded grant proposal constraints, and the desire to continue relationships that are fostered in the development of CBPR projects. In response, this essay reintroduces the culture-centered approach (CCA) as an additional metatheoretical lens that can be utilized in linking theory to practice. The use of specific reflexive exercises are recommended to draw out unseen power differentials within project partnerships, calling into question the fundamental objectives guiding the decision-making processes within CBPR projects. This essay aspires to compel and strengthen CBPR health communication in practice to become more authentic to the orientation's original conceptualization.

The shift in health communication scholarship from the narrow focus on curing to the complexly intertwined spaces of health, illness, healing, and curing attends to the dynamic cultural contexts within which meanings and practices are negotiated, directing scholarship toward alternative spaces of health care delivery. This study utilized the culture-centered approach as a theoretical lens for providing a discursive space for understanding meanings of health constituted in the practices of the Tzu Chi Foundation, an organization that offers biomedical services within the larger philosophical understandings of Buddhism with 10 million members in over 50 different countries. The emerging perspective promotes non-biomedical meanings of health through selfless giving and assistance founded in Buddhist principles, simultaneously seeking purity of the mind, body, and soul holistically. Through the negotiation of the principles driving Buddhist philosophy and the principles that shape biomedical health care delivery, this study seeks to understand the interpretive frames that circulate among foundation staff and care recipients.