Back to Healthy Influence PageA suntan might make a person look healthy, but the truth is sun radiation is harmful and can damage the skin. Sunlight produces ultraviolet rays that penetrate from the sun down to the earth's atmosphere. These rays are divided into three categories called Ultraviolet-A, Ultraviolet-B, Ultraviolet-C. UVA radiation penetrates deeply into the lower layers of the skin. This causes a texture change in the skin, wrinkles, and connective tissue damage. UVC rays do not reach the earth's surface. UVB rays which are the most powerful and present on the earth's surface, is the main cause of burns, suntans, and skin cancer.
In the summer of 1994, the National Weather Service and Environmental Protection Agency (EPA) offered a new product, the Ultraviolet (UV) Experimental Index. The Index is a next day forecast of the amount of ultraviolet radiation that will reach the earth's surface during the peak hour of sunlight around noon. The Index is a number on a scale of 0-15 ranging from (0-2 minimal, 3-4 low, 5-6 moderate, 7-9 high, 10+ very high). This allows the public to better educate themselves, in taking the correct precautions to protect their skin from overexposure of the sun's harmful UV rays. The role of reflective surfaces (water, sand, and snow), time of year, certain latitude and altitude, can all intensify UV rays.(EPA, NetScape 1995).
Each year millions of people are exposed to excessive sunlight. Excessive sun exposure appears to be the chief risk factor of skin cancer. Skin cancer is the most common form of cancer in the United States. It accounts for about 600,000 new cases annually, or approximately 1/3 of all new cancer cases (Vail-Smith, Felts, 1993). The recent increase of skin cancer in the United States is probably due to a number of factors . For starters, there is an increase of voluntary exposure to the sun to obtain a tanned appearance, vacationing in Southern latitudes, changes in clothing style, the growth of popularity of tanning salons, and the depletion of the ozone layer ( Elwood, Whitehead, and Gallagher, 1989).
The three major types of skin cancer are basal cell carcinoma, squamous cell carcinoma, and malignant melanoma. Basal cell carcinoma, the most common, may appear as a pale lump, a small ulcer which doesn't heal, or a reddish flaky patch. Squamous cell carcinoma is least common but grows rapidly, starting as a small nodule but quickly becomes ulcerated. Melanoma is less common, but the most fatal. Some signs include enlargement, color changes, bleeding or itching of a mole, freckle, wart or birthmark. (Cody and Lee, 1989).
The most serious skin cancer Melanoma, accounts for 74% of all skin cancer deaths. From 1973-74 to 1985-86, the death rate of Melanoma rose from 1.7 per 100,000 people to 2.2 per 100,000. The incidence of melanoma is increasing at the rate of 4% per year and the mortality rate from melanoma is increasing faster than that of any other cancer except lung cancer. Melanomas are found most frequently on the upper-backs of men and women, and the legs of women, but can occur anywhere on the body. The incidence of melanoma is almost equally divided between men and women- 53.6% for men, 46.4% for women (Felts and Vail-Smith, 1993).
Non-melanoma skin cancer, which isn't as fatal as melanoma accounts for more than 90% of all cases. This type of skin cancer may be related to annual cumulative exposure. On the other hand melanoma may be related to exposure to high-intensity (UV) radiation, sunburns, or to exposure early in life, rather than cumulative exposure (Felt and Vail-Smith, 1993). Most of the risks of developing skin cancer are genetically predetermined, as well as, behaviorally predetermined and is consequently, in large part preventable.
Having a bronze body might look attractive and healthy, but the outcome can be fatal. The body's only way of protecting itself from ultraviolet radiation is to turn tan. This is how suntans occur. Suntans are one form of actinic damage to the skin. More serious forms of actinic skin damage are deep wrinkling, irregular pigmentation, change of texture to skin, and loss of skin elasticity (Prawer, 1991). When the skin gets exposed to Ultraviolet radiation it tans and your body produces melanin. Melanin is a pigment which browns the skin to protect it from the Ultraviolet rays (New South Wales Cancer Council,1987). The average white skin can only produce melanin for 15 minutes a day (New South Whales Cancer Council, 1987).
Another form of skin damage that we are aware of are, sunburns. Sunburns are caused by the Ultraviolet-B rays. The most common symptoms associated with burns are redness, itching, blistering and peeling of the skin. In one study done there is evidence that sunburn, can damage the DNA contained in cells which normally protect skin from Ultraviolet light. Damage to the cells are permanent , but don't die. Instead the damaged cells continue to divide and can form into squamous cell carcinoma (Facklman, 1994).
Some people are unaware of the other health risks associated with the sun. For example, studies have shown Ultraviolet exposure can cause cataracts and immune system suppression. Cataracts are a leading cause of blindness worldwide. Research has shown that Ultraviolet exposure is one of the risk factors in the development of cataracts. Corneal sunburn, growths on the outer surface of the eye, and other eye diseases are also known or suspected to be related to long-term exposure to Ultraviolet radiation. The immune system can also get effected by Ultraviolet radiation. When Ultraviolet radiation suppresses immune response, it reduces the body's ability to fight off certain diseases. Overexposure to UV radiation may also interfere with the efficacy of immunizations administered through the skin.(EPA.NetScape, 1994-95).
Sunscreen lotions are known to reduce the effects of a painful burn by blocking out the Ultraviolet-B rays. There are two types of topical sunscreens on the market that are available. They are known as Physical and Chemical sunscreens. Physical sunscreens form a protective barrier to sunlight. Chemical sunscreens use a chemical agent to absorb ultraviolet radiation (Truhan, 1991).
On a tube or bottle of sunscreen, I always saw the initials SPF. I had an idea what it meant, but I wasn't really sure. Sunscreen uses a grading system called sun protection factor (SPF). SPF is a ratio of the dose of Ultraviolet radiation required to produce minimal pinkness in unprotected skin. (Stern, et al., 1986). SPF's range from as low a 2 to as high as 50. The higher your sunscreen is with SPF than the better protection you have against ultraviolet radiation. Other factors also determine if your sunscreen is protecting you properly. The frequency and thickness of application, perspiration, and water exposure can produce poor effects of protection. If sun worshipers can take some of these precautions into consideration, than perhaps they too can reduce their risk of skin cancer.
When the weather gets nice in Morgantown, Heather chooses to skip class and lie out on our back deck, all day long. Throughout the years, I have indiscretely noticed the general type of sun block she uses for her skin, is close to null. I have watched her smother baby oil on her legs, arms, and stomach. Baby oil is like cooking oil, only you are outside in the sun, literally frying your skin. For her face and upper-chest, she applied sunscreen lotion with (SPF 4).
During last year's Spring Break Heather, my friends and I went down to Key West. Heather the "sun worshiper " would be the first on the beach in the morning , no later than 9:30 a.m. Let me remind you hung over like a champ, and stayed until 5:00 p.m. I still can remember a conversation I had with her about the sun and tanning. I was lying on the beach beside her, applying( SPF 15) suntan lotion on my entire body. I said to her, "I hope you don't mind me asking but I was wondering why you don't protect your skin from the sun? I think the sun down here is a lot stronger, than it is at home. Aren't you burning without any protection?" She answered, "No, my body gets tan easily, I think it's because I have Aztec Indian blood in me. Why would I need protection , if I really don't burn." I said , " Well, the sun isn't the same anymore. I am Italian and I easily tan too. I use sun block with an SPF of 15 and still get brown. You should try using a higher sun block sometime. It will protect your skin, and decrease the amount of premature wrinkles." Of course, just telling somebody to do something, isn't going to get them to do it. So when this healthy influence paper came up, I realized Heather would be a perfect target for my persuasion project. I know it will be difficult to stop her "sun worship" behavior completely. However, I would like to focus on persuading her to form safer sun-skin care habits.
Since this year's spring break and summertime is just around the corner. I think it is a perfect time to start persuading Heather in becoming more aware of protecting her skin from the sun. I know that she is somewhat aware of the damage the sun can do to her skin. Since awareness is present, she can be placed in a certain stage of change under the Model of ABC. The Model of ABC stands for( Attitude Behavior Consistenancy Model), there are five stages of change a target can fall into. Heather would be placed in the "Contemplation Stage." The contemplation stage states, "Realizing there is a problem; Accepts the risk." I think she is in this stage because she knows the sun is harmful to her skin. But her concept of attractiveness is more important to her, than being safe. After I am through with this paper, I hope to have at least accomplish Heather's "Contemplation stage " to move into the "Action " or "Habit" stage of change. The Action stage states, the "behavior is just starting to be performed." You are performing the "action", but it isn't a "habit" yet. A "Habit" is a behavior that "remains consistent in your daily lifestyle." It is known to hardest and final stage of change.
I would like to try and persuade Heather to form a positive attitude and behavior for safer sun-skin care habits. I would like to alter her behavior and attitude through the act of persuasion so that she can still enjoy the pleasure of the sun, while taking preventative precautions in avoiding skin cancer.
One study suggests that the media should attend to the negative effects of tanning, this might prevent tanners to bask in the sun (Jeffrey, 1989). Next, we should have well- regarded and highly attractive celebrities eschew tanning and it might shift the public's attitude toward tanning. Another solution could be to design programs to alter stereotypes of tanned and untanned people. This solution could be introduced in an attempt to show that people may be attractive and fashionable without having a tan ( Borland, Hill, Noy, 1990).
Luckily, today the media is recognizing the sun's harmful effects on the skin. Many high fashion magazines stop presenting their Model's with savage tans. Even during magazines summer issue's Models only display a light, healthy looking tan. Magazines now tell the public to buy self-tanning cremes, instead of going out in the real sun. Some suggestions mentioned by the media could help in persuading my roommate to become less of a "sun worshiper." In order to change the behavior of my roommate it is important to alter her attitude, as well as, her behavior. An attitude is known to be an "Evaluation of an object of thought good or bad." I am going to first try and change my roommate's attitude by using factual articles relating to the topic of skin cancer and sun exposure. If the factual articles I choose to use do not motivate Heather to gain a more positive attitude towards safe sun-skin care. I will than move to a magazine ad from the media, to persuade her attitude and behavior. I am hoping that one my choices will promote some type of positive attitude change toward my healthy influence topic.
The peripheral route is used when a person is in a mindless state, or low "watt". During these low "watt" conditions this cue should have the ability to effect attitudes without an argument.
The second persuasion tool I am going to use on Heather is the "Door-in-the-Face" technique. This strategy consists of initially making a larger request , which the receiver turns down and then making the smaller critical request. The question is whether initially having the door closed in one's face will enhance the receiver's compliance with the second request (O'Keefe p.171).
Since I think my roommate is a central route thinker and a high "watt" person. I decided t place skin cancer and sun exposure articles out on the kitchen table, every other day for three weeks. The reason why I choose my kitchen table is because my roommates and I usually eat lunch there, and read whatever is placed on the table. After the first week of placing different articles on the table, I noticed they were never left in there original place. I asked Heather if she read some of the articles. She said she did. I told her I was writing an environmental paper for one of my classes. I asked her what she thought of the articles. She said she has always heard about skin cancer, but thought people that are older are more prone to get it. She said she knew skin cancer was increasing, but until see read the increased statics, she began to realize it is a deadly disease. She also said when she started reading about the different types of skin cancer, she started checking some moles on her body to see if there was any disfiguration. When she told me this, I was able to sense that the articles did stir her up inside. I can tell it created a positive feeling to promote some sort of safe sun-skin care protection. The central route technique in the ELM Model influenced her attitude change, by making her realize that skin cancer is something to be more concerned about. However, I still wasn't sure if her new attitude/behavior, in taking better care of her skin would remain consistent.
After placing the articles on the kitchen table for three weeks. I choose another persuasion tool that was used a week before spring break. It's called the Door-in-the-Face technique. My roommate and I went shopping at a beauty supply shop. She was looking to buy sunscreen lotion to bring on her trip to the Bahamas. I walked next to her and watched her pick up bottles of SPF 4,& 6. I said to her in a concerned type of voice, "Why don't you use this sunscreen." The bottle I chose was sun block of SPF 50. She looked at me as if I had three eyes. She said ," Suntan lotion with sun block of 50, I will never get any color." I realized when I asked her that she wouldn't agree to it, that's why I chose the Door-in-the-face technique. I quickly responded to her and said," Why don't you buy the sun block with SPF 25, you can still get color. Remember all those articles on the kitchen table that talked about the negative effects the sun has on your skin." She looked at me, and then the bottle of Suntan lotion with(SPF 25) and said , " Why not, I'll buy it, it's the least I can do for my skin." I think the "Door-in-the-Face" technique also worked because of CLARCCS Cues "liking". Liking is when you like the source, so you do what the source request. I'm not a random person in Heather 's life, trying to persuade her. I am a good friend and we respect each other's opinions. It is a lot easier to persuade somebody when you are fond of the person.
The two persuadion techniques I used for this paper did produce a positive outcome on the Heather's attitude and behavior about suntanning habits. After, using the ELM Model (central route) she started to understand the importance of safer sun-skin care habits. She started to check her mole's on her body and face. I noticed she purchased self-tanning cream, and occasionally canceled her tanning bed appointments before spring break. When she came back from the Bahamas, her tan wasn't as dark as it was from past spring breaks. The first two weeks back from spring break she continued to use the tanning bed. However she told me she stopped going,because her skin is so dry.
The "Door in the Face" technique was used, I persuaded Heather to buy the sunblock , but now I wonder if she will use it. I asked my other roommate who went to Spring Break with Heather, to keep an eye on her, to see if she used the SPF 25. Stacey, reported back to me that she still used tanning oil with an SPF of 4 on her body. But around her eyes, nose and mouth she applied the SPF 25. So I do believe that these two techniques might have persuaded her in becoming more aware of safer-sun skin care habits. But the question still remains to be known, if her new behavior will remain consistent, or will she go back to her old ways. I think it is very likely, that she might go back to her old ways.
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