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Health Communication

Strategies for Developing Global Health Programs


Edited By Do Kyun Kim, Arvind Singhal and Gary L. Kreps

Promotion of healthy behaviors and prevention of disease are inextricably linked to cultural understandings of health and well-being. Health communication scholarship and practice can substantially and strategically contribute to people living safer, healthier, and happier lives. This book represents a concrete step in that direction by establishing a strategic framework for guiding global and local health practices.
Taking a multi-disciplinary approach, the volume includes state-of-the-art theories that can be applied to health communication interventions and practical guidelines about how to design, implement, and evaluate effective health communication interventions.
Few books have synthesized such a broad range of theories and strategies of health communication that are applicable globally, and also provided clear advice about how to apply such strategies. This volume combines academic research and field experience, guided by past and future research agendas and on-the-ground implementation opportunities.
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Chapter 1 Strategies and Principles for Using Mass and Online/Digital Media in Health Communication Campaigns (Charles K. Atkin, Michigan State UniversityRonald E. Rice, University of California Santa Barbara)


Charles K. Atkin, Michigan State University Ronald E. Rice, University of California Santa Barbara

Sophisticated public communication campaigns using mass and online media apply social science theories to strategically affect audience awareness, knowledge, attitudes and ultimately behavior across a variety of public service domains, most notably in health contexts. The following sections describe eight main strategies and principles for increasing their effectiveness: campaign design framework, formative evaluation, dual approaches, types and mix of messages, message content and style, mass media and online/digital communication channels, quantitative media dissemination factors, and summative and process evaluation.

1. Develop a Campaign Design Framework Based on Situation Analysis, Target Audiences and Behaviors, Models of Influence Pathways, Major Theories of Communication and Persuasion. These Provide the Foundation for the Nature of the Messages and Media Used in the Campaign

A variety of theoretical frameworks is available to guide campaign design (Atkin & Rice, 2013; Glanz, Rimer, & Viswanath, 2008). The most comprehensive conceptualizations applied to campaigns are the communication-persuasion matrix and the social marketing framework. McGuire (2013) developed a classic communication-persuasion matrix featuring an input-output model; the five communication input variables include source, message, channel, and audience, and the output process proceeds through 13 stages from exposure through processing, learning, yielding, behavior, and integration, to encouraging others. This framework emphasizes the centrality of formative evaluation (discussed below) in selecting source messengers, designing mediated messages, and identifying the goal audience’s media patterns (see Section 2).

Social marketing emphasizes an...

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