(DOWNLOAD) "Communicating Health: People, Culture and Context (Report)" by China Media Report Overseas # eBook PDF Kindle ePub Free
eBook details
- Title: Communicating Health: People, Culture and Context (Report)
- Author : China Media Report Overseas
- Release Date : January 01, 2010
- Genre: Language Arts & Disciplines,Books,Professional & Technical,Education,
- Pages : * pages
- Size : 55 KB
Description
Issues related to health have become increasingly critical and complex in our society; and the link between communication and health is increasingly recognized as a crucial element for improving personal and public health (Piotrow, Kincaid, Rimon, Rinehart, & Samson., 1997; Dutta, 2008). Health communication contributes to disease prevention and health promotion, doctor-patient relations, the design of public health campaigns, dissemination of health risk via the mass media, and change in individual and public attitudes and behaviors. For individuals, effective health communi-cation can help raise awareness of health risks and equip them with skills to reduce these risks. For the public, health communication strategies can influence the public agenda, advocate for policies and programs, promote positive changes in attitudes and environments, improve the delivery of public healthcare services, change the social climate to encourage healthy behaviors, and endorse beliefs, values and social norms that benefit health and quality of life in general. The environment for communicating health has changed significantly in the 21st century as a result of the availability of various communication channels including the internet and mobile phones, the complexity of health issues, and consumer demands for more and better quality health information. Our challenge is to identify the optimal content, channel, and context whereby communication strategies can be implemented to create awareness and engage in recommended behavior. To meet this challenge, we need more scholarly research and evidenced based practice. Previous research indicates that effective health promotion and communication initiatives often adopt an audience-centred perspective, which means that promotion and communication activities reflect the audience's culture and contexts (Dutta, 2008). Specific knowledge of the cultural characteristics is necessary as our society is becoming increasingly multicultural. Health messages need to take into account the language, culture, and socioeconomic situations of the target audience (Kreuter, Strecher, & Glassman, 1999). Examples of recent studies tailoring to specific segments of audiences include dissemination of the risk of tobacco smoking among youth in the US (Davis, Farrelly, Messeri, & Duke., 2009), tobacco control policies in Korea (Levy et al., 2010), and the role of mass media in attitudes and behavioral changes associated with HIV/AIDS in China (Li et al., 2009). Diverse research that increases our existing knowledge will contribute to the development of strategies and theories to facilitate disease prevention and promote public health.
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