Mass Media in Health Promotion: A Compilation of Expert Opinion

ArticleinInternational Quarterly of Community Health Education 9(2):89-110 · January 1988with13 Reads
DOI: 10.2190/FV2T-QGU8-PM93-KC81 · Source: PubMed
This paper reports on an open-ended survey of experts in the field of mass media and health promotion. The study was designed to read between the lines of published reports to identify new directions in the use of mass media in health promotion; to identify areas of consensus and controversy in the design and use of such campaigns; and to compare expert opinion with the literature. Survey responses are synthesized and reported in terms of (1) ingredients for successful mass media programs relative to program purpose, structure, and methods; and (2) obstacles to effective use of mass media for health promotion, including information overload and inconsistency, demand characteristics of the target behavior, dissemination, and unsupportive social milieus. Conclusions are presented as guidelines for pursuit of the optimal program and principles to guide further inquiry.
  • [Show abstract] [Hide abstract] ABSTRACT: The media played a central role in changing the use of aspirin among children with viral illness following reports of its association with a rare but deadly disease, Reye's syndrome (RS). It did so by alerting health professionals and parents about ways to prevent RS in children. Indeed, by the time aspirin product labeling was required by the FDA in 1986, most of the decline in RS incidence had already occurred. In the past, media-only health education campaigns have been relatively unsuccessful in achieving long-term changes in complex health behaviors. This article supports the theory that media warnings about the hazards of common products may successfully change consumer behaviors when the illness is devastating, the behavioral message is simple, acceptable and inexpensive alternatives are available, and the campaign is comprehensive, involving multiple professional groups to reinforce direct appeals to consumers.
    Full-text · Article · Feb 1992
  • [Show abstract] [Hide abstract] ABSTRACT: This study aimed to determine trends in exposure to sunlight in the context of a melanoma prevention programme by monitoring the prevalence of sunburn and sun-related attitudes and behaviours. Telephone interviews were conducted in a baseline summer (December 1987 to February 1988) and two subsequent summers after the introduction of the SunSmart health promotion campaign. Interviewing a sample of 4,428 adult residents of the Australian city of Melbourne took place throughout summer on Monday evenings. Behavioural and sunburn data were reported for the previous weekend and relevant attitudinal data were collected. After adjusting for ambient ultraviolet radiation levels and temperature, survey month, age, sex and skin type, a significant reduction in sunburn was found. The crude proportion of sunburnt dropped from 11% to 10% to 7% over 3 years and the adjusted odds ratios (and 95% confidence intervals) were as follows: Year 1/Year 2; 0.75 (CI 0.57-0.99) and Year 1/Year 3; 0.59 (CI 0.43-0.81). Substantial attitudinal shifts occurred over the 3 years. Hat wearing increased significantly each year (19%, 26%, 29%), as did sunscreen use (12%, 18%, 21%). However, the trends in mean proportion of body surface area covered by clothing were less clear cut (0.67, 0.64, 0.71). It is concluded that melanoma risk factor exposure of populations can change fairly rapidly and that well-conducted health promotion campaigns can play a part in producing such change.
    Full-text · Article · Dec 1993
  • [Show abstract] [Hide abstract] ABSTRACT: To understand the aims of national health education campaigns and be able to organise linked activities at a local level.
    Chapter · Jan 1995 · European Journal of Cancer Prevention
Show more

Recommended publications

Discover more