facebook.com/LinguaLIBvk.com/lingualibPractitioners of health communication use whatwe know about strategic communication in its variousforms to engage people in thinking about their health,to inform them about healthy choices, and to persuadethem to adopt safe and healthy behaviors. A basic definitionof health communication is “The study and useof communication strategies to inform and influenceindividual and community decisions that enhancehealth.”13 BOX 2-3 offers other useful definitions ofhealth communication from various experts.Health communication functions on multiplelevels.■■ Individual: Effective health communication canraise an individual’s awareness of health risks andsolutions, provide motivation and skills, link oneto a network of support, and create or strengthenpositive attitudes. Health communication varieson where we are in what is called a continuumof care relative to disease: prevention (where wehope to stay for as long as possible), but if not,then diagnosis, treatment, hopefully survivorship,but also compassionate and effective end-of-lifecare. Often this type of communication is done inthe context of a patient/individual and a healthcareprovider.■■ Group: Increasingly, health communication takesadvantage of social groupings, such as religiouscongregations, beauty or barber shop clientele,gyms, schools, worksites, or online or socialmedia groups, to deliver programs. The dynamicsof group message sharing and reinforcementof positive behaviors make this approachparticularly effective. Organizational partners,such as clubs or civic groups, businesses, government,or national organizations, also amplify theefforts of health communicators to reach largernumbers of people.■■ Community: Effective health communication caninfluence policymakers and public opinion tomake positive changes in the physical environment,increase the availability of healthy choicesin the marketplace, and improve the delivery ofhealthcare services.■■ Society: By influencing individual and communityvalues and attitudes, health communication eventuallyhelps create new norms for behavior andstandards for quality that affect populations. Lawsconcerning indoor smoking, child safety seat use,and littering all came about through changingnorms at the individual, group, community, andeventually societal level. Global opinions aboutclimate change and national, state, and communitystandards for energy conservation and recyclingalso demonstrate health communication at asocietal level.The overarching role of health communicationis to support the translation of science into practiceand connect information about problems with potentialsolutions. This can occur at many levels (e.g.,intrapersonal, interpersonal, group or organizational,societal), across many channels (e.g., face to face, massmedia, social media, written), and in diverse socialcontexts (e.g., homes, schools, workplaces, hospitals,community groups, population).BOX 2-3 Definitions of Health Communication“Health communication is the study of messages that create meaning in relation to physical, mental, and socialwell-being.”14(p9)“Health communication encompasses the study and use of communication strategies to inform and influenceindividual and community decisions that enhance health. It links the domains of communication and health and isincreasingly recognized as a necessary element of efforts to improve personal and public health. Health communicationcan contribute to all aspects of disease prevention and health promotion and is relevant in a number of contexts,including (1) health professional–patient relations, (2) individuals’ exposure to, search for, and use of health information,(3) individuals’ adherence to clinical recommendations and regimens, (4) the construction of public health messagesand campaigns, (5) the dissemination of individual and population health risk information, that is, risk communication,(6) images of health in the mass media and the culture at large, (7) the education of consumers about how to gainaccess to the public health and health care systems, and (8) the development of telehealth applications.”15(p11-3)“Public health communication: The scientific development, strategic dissemination, and critical evaluation ofrelevant, accurate, accessible, and understandable health information communicated to and from intended audiencesto advance the health of the public.”16Harrington, NG. Health communication: an introduction to theory, method and application. In: Harrington NG, ed. Health Communication: Theory, Method and Application. New York, NY: Routledge;2015; U.S. Department of Health and Human Services. Health communication. In: Healthy People 2010, Volume 1: Understanding and Improving Health. 2nd ed. Washington DC: U.S. GovernmentPrinting Office; 2000:11.0-11.25; Healthpeople.gov website. Bernhardt JM. Communication at the core of effective public health. Am J Public Health. 2004;94(12):2051-2053.28 Chapter 2 Communication 101: What’s Health Got to Do with It?
Identify a difficult conversation that may occur in a professional setting.
Summarize the conversation topic, setting, and individuals involved, indicate the potential challenges based on cultural differences, low health literacy and what the individuals involved could address to decrease the challenge/improve the situation. Use of textbook is important to address these potential challenges.
Need to focus the discussion you may choose to conduct the critique from a particular role (e.g. medical professional, public health practitioner, patient, member of the public) but you must state that you are taking this approach.
Essays should be approximately 2 pages in length, double spaced.
5-7 references. Mandatory use of the textbook as one of the sources.
CHAPTER 7: Planning Health Communication Interventions
CHAPTER 8: Implementation and Evaluation
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