Dispelling myths, motivating action: rhetorical complexities and information challenges in the heart healthy advocacy website, go red for women

Abstract

In this paper, the design challenges inherent in achieving Kenneth Burke's consubstantiality---shared identification between people and/or organizations achieved through the practice of rhetoric---is explored in the branded heart health awareness and advocacy website of the Go Red for Women Movement. Nelson et al identify a two-stage process for health communication: an awareness stage which pushes messages for an audience to contemplate often via television and social media, and a pull phase where the audience pulls health information from mediated sources such as a website. A consubstantial site has effective navigation, design and content. The American Medical Association's guidelines for health information (HI) sites urges the inclusion of a robust search engine, FAQs, a site map and accessibility statement and text accessible to a wide audience (i.e. sixth grade reading level) which when adopted further consubstantiality. From a semiotics perspective, the modality and salience of photographs that accompany text on an HI site are also vital to enhance inclusivity and consubstantiality, as is promotional graphics such as the logo. Information designers need to resist branding demands which often sacrifice above-the-fold space to photographs without high information value. In this instance, without culturally relevant photographs and images, the HI site remains stuck in a push phase with HI seekers being contemplators of rather than actors in their own heart health. By practicing consubstantiality, information designers can help HI seekers become engaged actors.