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Health Communication (health + communication)

Distribution by Scientific Domains

Medical Sciences	42%

Selected Abstracts

Preferences for Perinatal Health Communication of Women in Rural Tibet

JOURNAL OF OBSTETRIC, GYNECOLOGIC & NEONATAL NURSING, Issue 1 2009
Phuoc V. Le
ABSTRACT Objective: To describe the most acceptable methods for educating women in Medrogongkar County, Tibet, about healthy pregnancy and safe motherhood. Design: Focus group discussions with key informants were used to develop a quantitative, orally administered random sample survey. Setting: Thirty-two randomly selected villages in Medrogongkar County. Participants: One hundred and forty-eight multigravida over the age of 18 living in Medrogongkar County. Results: Most participants reported receiving pregnancy-related information either from family members (n=85, 57.4%) or from community health workers (n=81, 54.7%), while very few reported group teaching or radio/television/videos as sources. When asked what modalities of health communication are most effective for them, participants preferred discussions with family members (n=59, 39.8%), specifically their mothers (n=34, 23.0%). Community health worker teaching (n=15, 10.1%) or group teaching (n=7, 4.7%) were reported as less effective. Conclusions: Despite recent efforts in Tibet to use group teaching, television/radio programs, and health professionals visiting patients' homes as health communication modalities, participants preferred to learn pregnancy-related health messages from their close family, especially their mothers. Future health communication interventions in rural Tibet and similar communities should consider targeting close family members as well as pregnant women to maximize acceptability of advice on healthy pregnancy and delivery. [source]

Sensation Seeking, the Activation Model, and Mass Media Health Campaigns: Current Findings and Future Directions for Cancer Communication

JOURNAL OF COMMUNICATION, Issue 2006
Michael T. Stephenson
The Activation Model of Information Exposure highlights the potential for individual differences in arousal in response to information, as well as the consequences of these patterns for information processing and seeking. Over the past 2 decades, the theoretical approach has generated considerable research in health communication. Most applications, however, have focused on substance use among adolescents and young adults. In this article, we assess the relevance of the activation approach for cancer communication. Although a wide range of communication efforts related to cancer prevention and treatment stand to benefit from acknowledgement of individual differences in optimal levels of arousal, we also acknowledge issues and challenges that remain for work on the Activation Model and sensation seeking. In reaching this conclusion, we explore some limitations of the Activation Model in its current form and point to new directions for future research. [source]

Preferences for Perinatal Health Communication of Women in Rural Tibet

Characterizing and Reaching High-Risk Drinkers Using Audience Segmentation

ALCOHOLISM, Issue 8 2009
Howard B. Moss
Background:, Market or audience segmentation is widely used in social marketing efforts to help planners identify segments of a population to target for tailored program interventions. Market-based segments are typically defined by behaviors, attitudes, knowledge, opinions, or lifestyles. They are more helpful to health communication and marketing planning than epidemiologically defined groups because market-based segments are similar in respect to how they behave or might react to marketing and communication efforts. However, market segmentation has rarely been used in alcohol research. As an illustration of its utility, we employed commercial data that describes the sociodemographic characteristics of high-risk drinkers as an audience segment, including where they tend to live, lifestyles, interests, consumer behaviors, alcohol consumption behaviors, other health-related behaviors, and cultural values. Such information can be extremely valuable in targeting and planning public health campaigns, targeted mailings, prevention interventions, and research efforts. Methods:, We described the results of a segmentation analysis of those individuals who self-reported to consume 5 or more drinks per drinking episode at least twice in the last 30 days. The study used the proprietary PRIZMÔ (Claritas, Inc., San Diego, CA) audience segmentation database merged with the Center for Disease Control and Prevention's (CDC) Behavioral Risk Factor Surveillance System (BRFSS) database. The top 10 of the 66 PRIZMÔ audience segments for this risky drinking pattern are described. For five of these segments we provided additional in-depth details about consumer behavior and the estimates of the market areas where these risky drinkers resided. Results:, The top 10 audience segments (PRIZM clusters) most likely to engage in high-risk drinking are described. The cluster with the highest concentration of binge-drinking behavior is referred to as the "Cyber Millenials." This cluster is characterized as "the nation's tech-savvy singles and couples living in fashionable neighborhoods on the urban fringe." Almost 65% of Cyber Millenials households are found in the Pacific and Middle Atlantic regions of the United States. Additional consumer behaviors of the Cyber Millenials and other segments are also described. Conclusions:, Audience segmentation can assist in identifying and describing target audience segments, as well as identifying places where segments congregate on- or offline. This information can be helpful for recruiting subjects for alcohol prevention research as well as planning health promotion campaigns. Through commercial data about high-risk drinkers as "consumers," planners can develop interventions that have heightened salience in terms of opportunities, perceptions, and motivations, and have better media channel identification. [source]

Can interactivity make a difference?

JOURNAL OF THE AMERICAN SOCIETY FOR INFORMATION SCIENCE AND TECHNOLOGY, Issue 6 2007
Effects of interactivity on the comprehension of, attitudes toward online health content
The Internet is increasingly being recognized for its potential for health communication and education. The perceived relative advantage of the Internet over other media is its cost-effectiveness and interactivity, which in turn contribute to its persuasive capabilities. Ironically, despite its potential, we are nowhere nearer understanding how interactivity affects processing of health information and its contribution in terms of health outcomes. An experiment was conducted to examine the effects of Web interactivity on comprehension of and attitudes towards two health Web sites, and whether individual differences might moderate such effects. Two sites on skin cancer were designed with different levels of interactivity and randomly assigned to 441 undergraduate students (aged 18,26) at a large southeastern university. The findings suggest that interactivity can significantly affect comprehension as well as attitudes towards health Web sites. The article also discusses insights into the role of interactivity on online health communications, and presents implications for the effective design of online health content. [source]

Message Effects and Social Determinants of Health: Its Application to Cancer Disparities

JOURNAL OF COMMUNICATION, Issue 2006
K. Viswanath
Recent work on message effects theories offers a fruitful way to systematically explore how features, formats, structures of messages may attract audience attention and influence the audience and is of great relevance to public health communications. Much of this work, however, has been pursued primarily at the individual level of analysis. It is our contention that message effects on health outcomes could potentially be moderated and mediated by social contextual factors in public health such as social class, social organizations and neighborhoods among others, leading to differential effects among different audience sub-groups. This essay, through a selective review of literatures in communication and social epidemiology, will explore how major message effects may moderate and mediate the role of social determinants of health on cancer control, specifically cancer-related health disparities. [source]