1. Lecture 11: The Media and Health Promotion Dr. J. Sitali
MPH 541
Lecture 11:
The Media and Health Promotion
Dr. J. Sitali

2. Lecture Outline Introduction. Key definitions. The effect of media.
Models of the effect of media.
The role of mass media in HP.

3. Introduction
Media is a powerful agent of communication reaching large numbers of people.
It’s a valuable source of health information for many people.
Its also a means of persuading many to engage in health behavior: be it negative or positive.
Look at some of the things that make up mass media and how they fit into HP approaches.

4. Key Definitions. Mass communication.
Any form of communication with the public that does not depend on person-to-person contact.
Mass media.
Any printed or audio-visual material designed to reach a mass audience.
Includes: newspapers, magazines, radio, TV, etc

5. Key definitions Message.
A cultural communication encoded in signs and symbols.
Marketing.
The sum total of all activities (the marketing mix) designed to persuade people to adopt certain behaviors.

6. Key definitions Advertising. One component of the marketing mix.
Audience segmentation.
The division of a mixed population into more homogeneous groups or market segments.
Market segments are defined by certain shared characteristics which affect attitudes, beliefs and knowledge.
Targeting specific market segments allows for more specific messages which will have a greater effect.

7. The Effect of Media
Initially thought that it could produce dramatic changes in attitudes and behavior.
Some now feel the effect is much less to negligible.
Effect said to be not so great especially on the individual.
Generally today people feel it has influence in certain circumstances and in specific ways.

8. Models of the Effect of Media.
Direct Effects Model.
likens the effects of mass media to a hypodermic syringe that has an immediate and direct effect on its audience.
Assumes a passive audience who can be swayed by a manipulative mass media.
Now likened to an aerosol spray.
Some information hits target, most of it drifts away, little penetrates.

9. Models of the Effect of Media
Two-Step Model
Suggests that mass communication influences key opinion leaders who are active members of the mass media audience.
Opinion leaders then spread ideas to other people through interpersonal means of communication.
Slow initial uptake of information followed by rapid acceptance, then final slowing.

10. Two – step model
Suggests mass media may be important in raising awareness and communicating basic information.
But interpersonal sources, such as friends and known experts are more influential in persuading people to make changes.

11. Models of the Effect of Media
Uses and Gratification Model.
Audience is seen as more active in selecting and interpreting communications.
Suggests that people use the media to meet their own needs.
Reinforcing existing beliefs or rejecting or reinterpreting communications that do not fit their existing values or beliefs.

12. Models of the Effect of Media
Cultural Effects Model.
Media has a key role in creating beliefs and values about health, medicine, disease and illness.
It contributes to people’s understanding of health.
Media uses cultural communications which are indirect, leaving scope for different interpretations or readings of the same content.

13. Role of Mass Media In HP Raise public awareness through:
Providing information.
Reminding the population of the effects of their healthy-damaging behavior and the benefits of adopting healthy behaviors and lifestyles.
Create a climate of opinion conducive to policy change through:
Maintaining the salience of an issue and making sure it is thought about.

14. Role of Mass Media in HP
Shift attitudes and prompt behavior change through:
Stressing the ill effects of health-damaging behavior and the benefits of preventive behavior.

15. How Mass Media is Used Planned campaigns and advertising.
Advantage: reaches large numbers of people from all social classes and population groups quickly.
Messages targeted to meet specific objectives.
Unpaid publicity and media advocacy.
Advantage: low cost and greater credibility.
Messages not seen as directly promoted by health organizations.

16. Objectives of Media Advocacy:
To get an issue discussed.
To get an issue discussed differently.
To discredit opponents.
To bring in new voices.
To introduce new facts or perspectives.
To shift risk perceptions.

17. What Mass Media Can Do: Raise consciousness about health issues.
Help place health on the public agenda.
Convey simple information and single messages.
Change behavior if other enabling factors are present.

18. What Mass Media Cannot Do:
Convey complex information.
Teach complex skills.
Shift people's attitudes or beliefs; if messages are presented which challenge basic beliefs, it is more likely that the message will be ignored, dismissed, or interpreted to mean something else.
Change behavior in the absence of other enabling factors.

19. Media is more effective if:
They are part of an integrated campaign.
The information is new and presented in an emotional context.
The information is seen as being relevant for ‘people like me’.

20. Communication Tools
Print media. TV
Radio
Internet.

21. The end!