Chris McFarland H-571

National Cancer Institute (p.29-33)  Communication Theory  Media Effects  Agenda Setting  New Communication Technologies Health Behavior Theory for Public Health (p )  Intro to Communication Theory  The Reception-Yielding Model

To answer the question: “How do the processes of communication encourage or discourage, behavior change?” (NCI, 2005)

 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

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

 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?

Funding!! Repeated Exposure?? Planners Think About How We Learn: Immediate Learning Delayed Learning Generalized Learning Social Diffusion Institutional Diffusion Who's funding?

 Agenda setting involves setting: Media Agenda (what is covered) Public Agenda (what people think about) Policy Agenda (regulatory/legislative)

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 contact

HINTS program helps:  Survey researchers  Program planners  Social scientists Better understand how different communication channels are being utilized by adults 18 and older.

 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…

 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.

Program Effect + Dissemination = Net Effect Program B Program A

 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.

Accuracy Availability Balance Consistency Evidence Based Cultural Competence Reach Reliability Repetition TimelinessUnderstandability

 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.

 Variables related to intended population may affect model. Attention Comprehensi on ReceptionYielding

 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.

 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.

 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

 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 ). New York, NY: Academic Press