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Week 7 – Part 1 Health Communication Theory Chapter 9 and NCI 2005

Week 7 – Part 1 Health Communication Theory Chapter 9 and NCI 2005 . By Sarocha (Sara) Kingkeohoi. Communication Theory (NCI, 2005) . Communication theory explores: “ Who says what , in which channels, to whom , and with what effects .”

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Week 7 – Part 1 Health Communication Theory Chapter 9 and NCI 2005

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  1. Week 7 – Part 1Health Communication TheoryChapter 9 and NCI 2005 By Sarocha(Sara) Kingkeohoi

  2. Communication Theory (NCI, 2005) • Communication theory explores: “Who says what, in which channels, to whom, and with what effects.” • It investigates how messages are created, transmitted, received, and assimilated. • When applied to public health problems, the central question theories of communication seek to answer is, • “How do communication processes contribute to, or discourage, behavior change?”

  3. Public Health Communications • Public health communications is the scientific development, strategic dissemination, and evaluation of relevant, accurate, accessible, and understandable health information, communicated to and from intended audiences to advance the public’s health • Public health communications can influence: ο Knowledge and awareness of a health issue ο Perceptions and Beliefs ο Attitudes ο Social norms (and awareness of social support) o Skills and Self-Efficacy ο Action (behavior)

  4. Media Effects and Agenda Setting Media Effects: There are two questions to understand the effects of media on audience members: 1. What factors affect the likelihood that a person will be expose to a giving message? 2. How do media effects vary with the amount of exposure to that message? Agenda setting: 1.Media agenda(What is covered), 2. Public agenda(What do people think about it?) 3. Policy agenda (The link between issues covered in the media and legislative priorities of policy makers)

  5. Program Effect + Dissemination = Net effect Program A Program B

  6. Table 9-1: Attributes of Effective Health Communication

  7. Class activity • See : You tube HIV from CDC (1.05min): http://www.youtube.com/embed/vPCf_36bc8I • See : Quit smoking commercial(1.01min) http://www.youtube.com/watch?v=3bkZyBNnCvo Please form into4- 5 groups: • After you watch these two videos, please discuss how the examples you compare and contrast to one another regarding their use of the attributes in Table 9-1.

  8. The Reception-Yielding Model Presentation Attention Comprehension Yielding Behavior Retention • The chain of response begins with • Presentation of messages, • Processing through attention to messages, • Comprehension of messages, • Yielding to messages, • Retention of messages, and • Conclusion with behavior from messages.

  9. Summary of Part I • Attitude change is the core target of health communication theories and persuasion is the technique often used to affect attitudes. • Core constructs attention, reception, cognitions, routes of processing, message quality, credibility of the source, and characteristics of the receivers. • These elements will be applied in Social Marketing and Tailored Communications.

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