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Published byAmice Snow Modified over 9 years ago
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Chris McFarland H-571
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National Cancer Institute (p.29-33) Communication Theory Media Effects Agenda Setting New Communication Technologies Health Behavior Theory for Public Health (p.188-193) Intro to Communication Theory The Reception-Yielding Model
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To answer the question: “How do the processes of communication encourage or discourage, behavior change?” (NCI, 2005)
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Ecological perspective should be represented. Multilevel strategies should be fostered. P SS S E P Eval Behavior SNBSelf Efficacy Att Intentions Will + Skill Exp McNB KnowValue Social Bonds Role Models Self- Control Com- petence SNB Values Environment Knowledge Environment E NVIRONMENT S ituation P erson EE Affective/Control Substreams Cognitive/Competence Substreams
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Tailored Messages at Individual Level Targeted Messages at Group Level Social Marketing at Community Level Media Advocacy at Policy Level Mass Media Campaigns at Population Level
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Two big questions??? 1. What are the factors that affect the possibility that a person will be exposed to a given message? 2. How do media effects vary according to the amount of exposure to that message?
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Funding!! Repeated Exposure?? Planners Think About How We Learn: Immediate Learning Delayed Learning Generalized Learning Social Diffusion Institutional Diffusion Who's funding?
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Agenda setting involves setting: Media Agenda (what is covered) Public Agenda (what people think about) Policy Agenda (regulatory/legislative)
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E-health is at the cross- roads of medical informatics, public health, and business. Brings together clinical and non-clinical sectors Health-oriented tools for both individual/populati on Online health information Online support groups Online collaborative communities Educational games Patient-provider e-mail contact
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HINTS program helps: Survey researchers Program planners Social scientists Better understand how different communication channels are being utilized by adults 18 and older.
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Tailored print communication Telephone delivered intervention Interactive games All of these have been found to be effective tools in disseminating health information to a general or targeted audience. Not all is perfect though…
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Unequal access to the internet. Literacy issues. How to help with this? Involve community members in planning e- health interventions. Offer ongoing training and support for using new communication tools.
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Program Effect + Dissemination = Net Effect Program B Program A
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Health-professional-patient relations. Individuals’ adherence to clinical recommendations and regimens. The education of consumers on how to navigate the health care system. The construction of public health messages and campaigns.
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Accuracy Availability Balance Consistency Evidence Based Cultural Competence Reach Reliability Repetition TimelinessUnderstandability
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Simplified two-step model based off of MaGuire’s (1968) model. People pass through a series of cognitions when thinking about an issue called information processing. Presentation, attention, comprehension, yielding, retention, behavior. Individuals pass through these to be effectively persuaded.
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Variables related to intended population may affect model. Attention Comprehensi on ReceptionYielding
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One such variable may be fear. Fear may diminish reception, but elevate likelihood of yielding. PSA based on fear PSA based on fear Without a viable solution, fear may be counterproductive.
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High intelligence favors reception, but may work against yielding. Low intelligence favors yielding, but works against reception. What does this mean? A solid foundation of the target population is a must in message development.
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To answer the question: how can the health communication message best establish that yielding translates into a long lasting, and notable attitude that can prompt lasting adoption of health-protective behaviors. Thank you
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National Cancer Institute, (2005). Theory at a Glance: A Guide For Health Promotion Practice. U.S. Department of Health and Human Services National Institutes of Health McGuire, W. (1968). Personality and attitude change: An information-processing model. Psychological foundations of attitudes. (pp.171-196). New York, NY: Academic Press
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