Inoculation Theory: A Framework for the Reduction of Skin Cancer

Abstract

This paper analyzes skin cancer in detail and explains how inoculation theory, which demonstrates how attitudes can be strengthened and made resistant to counter-attitudinal persuasive messages, is a unique method for specifically targeting and conferring resistance to unprotected and excessive ultraviolet exposure to people of all ages. As many previous efforts to reduce exposure to ultraviolet rays have had minimal impact, inoculation theory is appropriate in this context because the theory has been successful in other health campaigns and may increase the efficacy of skin cancer interventions. In justifying the need for this analysis, we illustrate the prevalence and detrimental impact of skin cancer to clarify the seriousness of the disease and how people oftentimes fail to adequately shield themselves. This conceptual analysis not only has the potential to be applied in rendering subjects resistant to engaging in unprotected (and/or excessive) sunbathing and artificial tanning, but it also represents an addition to the disciplinary domains of health communication and social policy and offers clues for further exploration in this area.

KEYWORDS:

• Attitude
• communication
• health
• inoculation theory
• prevention
• skin cancer

Notes

This research was, in part, supported by the National Institute of Nursing Research, NIH, under research grant number 1R01 NR008226-01A1.