Summary: Health Communication And Innovation
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Read the summary and the most important questions on Health Communication and Innovation
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Introduction to health communication
This is a preview. There are 2 more flashcards available for chapter 19/03/2018
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Examples of communication activities/action areas?
- Strategic policy communication
- Citizen engagement
- Public advocacy
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Mass media health communication
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Examples of mass media?
- Audio-visual broadcast media (television, radio)
- Audio-visual non-broadcast media (videos)
- Print media (leaflets, billboards)
- Electronic media (internet, social media)
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What can mass media do?
- Achieve wide coverage
- Convey simple information
- Increase knowledge
- Impact on behaviours receptive to change
- Put health issues on the agenda
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What can mass media not do?
- Change structural, political or economical factors
- Change behaviour without facilitating factors
- Change strong beliefs or attitudes
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Mass media communication design?
- Conduct formative research (pre-target group)
- Use theory
- Segment audience
- Message design
- Use chosen/appropriate channels from target group
- Transmit message
- Conduct evaluation; process, impact and outcome
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Effective persuasive messages?
- Credible
- Engaging
- Personally involving and relevant
- Understandable
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Designing effective health messages
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Assumptions for developing effective text-based health promotion?
Persuasive messages target cognitions and preparatory actions associated with the target behaviour, which are read and processed by readers. -
Cognitive and preparatory antecedents of condom use?
- Cognitive = intentions to use condoms, attitude towards condoms, subjective norms about condom use
- Preparatory = carrying condoms, communication with sexual partner
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Cognitions that enhance motivation?
- Perceived benefits versus costs
- Normative influence
- Consistency with self-image
- Positive emotional reaction
- High self-efficacy
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Types of health communication?
- Generic = undifferentiated audiences receive identical messages
- Targeted = population subgroups who share characteristics receive identical messages
- Tailored = individuals with personal characteristics receive messages matched to their needs and preferences
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