h571 – communication theories quiz assignments #2 grades & #3 questions general introduction...
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H571 – Communication Theories• Quiz
• Assignments #2 grades & #3 questions
• General introduction
• Christopher – Attributes & Reception-Yielding
• Swathi - Elaboration Likelihood Model
• Darcie – Social Marketing• Lauralee: Mass media effectiveness (Abroms & Maibach)
• Tara: Branding (Evans et al., 2008)• Alicia Changing policies (Freudenberg et al., 2009)
• Wrap-up
Some Behavior Change Tools
• Educationo Effective when goals of
society align with those of target audience Benefits are attractive,
immediate, obvious, low costs, skills/resources to change are available
• Law/policy developmento Effective when citizens
are unlikely to change on their own, and society is unwilling to pay the costs associated with risky/unhealthy behaviorMarketing
• Effective when goals of society and those of the citizens are not entirely consistent, but citizens can be influenced to change
HC is inherently Transdisciplinary
• Mass and speech communication
• Health education
• Marketing
• Journalism
• Public relations
• Psychology
• Politics and Policy
• Informatics
• Epidemiology
Over the past 20-30 years:
• How have mass media changed?
• How has public health changed? – hint: the “new” public health
• How have health behavior theories changed?– Hint: Ecologies
• What are some of the effects of all of these changes?
Some Changes in Past 30 Years
• Broadcast Narrowcast
• Rise of the internet – www.
• Rise of social media
• Reduction of the role of “Gatekeepers”
• Rise of ecological models
• Move from people to places
Importance of Context
• Advances in technology have changed the communication landscape.
• An ecological perspective of communication defines reflexive creators and consumers of information rather than just senders and receivers.
• These creators/consumers are embedded in a system influenced by social structures, history, and politics.
• In the context of health promotion, communication strategies are used to persuade and affect changes in knowledge, attitudes, norms and self-efficacy, based on the assumption that these underlie behavior choices.
Student Presentations
• Christopher – Attributes & the Reception-Yielding Model
• Swathi - Elaboration Likelihood Model
• Darcie: Social Marketing• Lauralee: Mass media effectiveness (Abroms
& Maibach)
• Tara: Branding (Evans et al., 2008)• Alicia Changing policies (Freudenberg et al.)
• Me again – Summary comments
Ecological and Multilevel
• Tailored messages at the individual level
• Targeted messages at the group level
• Social marking at the community level
• Media advocacy at the policy level
• Campaigns at the population level
Multiple Health Behavior Theories areRelevant to Health Communication
• Theory of Reasoned Action
• Theory of Planned Behavior
• Health Belief Model
• Information, Motivation, Behavior Model
• Protection Motivation Theory
• Social Cognitive Theory
• TTI
• Communication-specific models
Societal-level Theories I• Social conflict and change• Media as agents of social change and media’s
role in social movements/conflicts• Media are responsive to other forces in the
system• Media messages reinforce dominant values –
social control• Media are “guard dogs,” neither “lap dogs” nor
“attack dogs”• Media advance the interests of social
movements – media advocacy
Societal-level Theories II• Knowledge-gap hypothesis
– High SES people more responsive to new information
• Agenda-setting hypothesis– Selective coverage sets public priorities
• Spiral of silence– Media “framing” can communicate the impression that
one view is more acceptable than another, thus silencing the other
• Cultivation hypothesis– Persistent and sustained exposure cultivates the
audiences view of the world (e.g., exposure to smoking or sex or violence in movies)
Implications for Health Promotion Practice
• A variety of communication strategies and tools can be used in health promotion practice; the key is understanding in which context to apply each one.
• Key considerations include audience characteristics, what channels they use most, who they trust, and what information they find salient.
Elements of Good/Effective Health Communication Campaigns
• Goal-oriented attempts to inform, persuade or motivate behavior change
• Ideally aimed at the individual, network, organizational and community/societal levels
• Aimed at a relatively large, well-defined audience• Provide non-commercial benefits to the individual
and/or society
• Occur during a given time period, which may range from a few weeks to many years
• Involve an organized set of communication activities