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The desire to impact positive changes in individuals and society motivates many students, practitioners, and researchers of health communication. This one of a kind text offers guidance on how to design effective health communication messages. This book shows how to build theory-based messages and how to address the diverse characteristics of audiences. While integrating perspectives from public health and social marketing, this book clearly explains core health communication principles and processes for designing effective messages for health communication interventions and campaigns.
How do you design an effective message for a health campaign? This book explores this question from both practical and theoretical perspectives. The contributors demonstrate the necessity of basing message design decisions on appropriate theories of human behavior and communication effectiveness by synthesizing and integrating knowledge and insights from theory and research in communication and health behavior change. This book will be an essential aid to designing messages for use in health communication campaigns.
The Role of Emotions in Preventative Health Communication examines how discrete emotions evoked by preventative health media messages influence audience response. After introducing a theoretical foundation for emotions and health-related media effects research, Myrick identifies nine emotions—fear, guilt, anger, sadness, humor, pride, interest, hope, and elevation—and discusses the roles these emotions play in health campaigns, health journalism, health information seeking, and eHealth.
Health Communication and Mass Media is a much-needed resource for those with a professional or academic interest in the field of health communication. The chapters engage and expand upon significant theories informing efforts at mediated health communication and demonstrate the practical utility of these theories in on-going or completed projects. They consider how to balance the ethical and efficacy demands of mediated health communication efforts, and discuss both traditional media and communication systems and new web-based and mobile media. The book's treatment is broad, reflecting the topical and methodological diversity in the field. It offers an integrated approach to communication theory and application. Readers will be able to appreciate the ways that theory shapes health communication applications and how those applications inform the further construction of theory. They will find practical examples of mediated health communication that can serve as models for their own efforts. While the book serves as an introduction to mediated health communication for students, professionals, and practitioners with limited experience, researchers and advanced practitioners will also appreciate the exemplars and theoretical insights offered by the chapter authors. This book will be of interest to anyone involved in health communication programs or more generally with communication and allied studies, as well as to those in the health professions and their related fields.
In this new, fully revised and expanded Fourth Edition, Rice and Atkin provide readers with a comprehensive, up-to-date look into the field of public communication campaigns. The subject of campaigns has become increasingly high profile in the academic world in the decade since the last edition, and hundreds of new studies on campaign theory and practice have been published since 2001. Moreover, the rise of new media has expanded the array of strategies for designing and implementing campaigns. Largely rewritten to reflect the latest theories and research, this text continues in the tradition of ongoing improvement and expansion into new areas, including sun protection, organ donation, human rights, social norms, corporate social responsibility, use of condoms, ocean sustainability,fear messages, and digital games. Classic chapters are updated, on topics such as campaign history, theoretical foundations, formative evaluation, systems approaches, input-output persuasion matrix, design and evaluation, meta-analysis, and sense-making methodology.
From the dynamics of interpersonal communication between health professionals and clients to global command-and-control during public health emergencies that cross international borders, the field of health communication bridges many disciplines and involves efforts from the micro to the macro. It involves navigating personal, cultural, and political complexities and an ability to distill complex technical science into quickly and easily understood terms for ready distribution by the mass media--or to an individual patient or to the parent of an ailing child. Despite an abundance of textbooks, specialized monographs, and academic handbooks, this is the first encyclopedic reference work in this area, covering the breadth of theory and research on health communication, as well as their practical application. Features: Nearly 600 original articles are organized A-to-Z within a three-volume set to provide comprehensive coverage of this exciting field, including such topics as theories and research traditions; evaluation and assessment; cultural complexities; high risk and special populations; message design and campaigns; provider/patient interaction issues; media issues; and more. All articles were specifically commissioned for this work, signed and authored by key figures in the field, and conclude with cross reference links and suggestions for further reading. Appendices include a Resource Guide with annotated lists of classic books and articles, journals, associations, and web sites; a Glossary of specialized terms; and a Chronology offering an overview and history of the field. A thematic Reader’s Guide groups related articles by broad topic areas as one handy search feature on the e-Reference platform, which also includes a comprehensive index of search terms. This A-to-Z three-volume reference is available in both print and online formats and is a must-have for libraries and researchers who seek comprehensive coverage of the theory, research, and applications of health communication.
International in scope, The Handbook of Global Health Communication offers a comprehensive and up-to-date analysis of the role of communication processes in global public health, development and social change Brings together 32 contributions from well-respected scholars and practitioners in the field, addressing a wide range of communication approaches in current global health programs Offers an integrated view that links communication to the strengthening of health services, the involvement of affected communities in shaping health policies and improving care, and the empowerment of citizens in making decisions about health Adopts a broad understanding of communication that goes beyond conventional divisions between informational and participatory approaches

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