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Health Communication

Strategies for Developing Global Health Programs

Series:

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 19 Cultural Beacons in Health Communication: Leveraging Overlooked Indicators and Grassroots Wisdoms (Laurel J. Felt, University of Southern CaliforniaLucía Durá & Arvind Singhal, University of Texas at El Paso)

Extract

Laurel J. Felt, University of Southern California Lucía Durá & Arvind Singhal, The University of Texas at El Paso

Said the Eye one day,

“I see beyond these valleys a mountain veiled with blue mist. Is it not beautiful?”

The Ear listened, and after listening intently awhile, said,

“But where is any mountain? I do not hear it.”

Then the Hand spoke and said,

“I am trying in vain to feel it or touch it, and I can find no mountain.”

And the Nose said,

“There is no mountain, I cannot smell it.”

Then the Eye turned the other way, and they all began to talk together about the Eye’s strange delusion.

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