Discussion: Health Communication Practice

Discussion: Health Communication Practice
Discussion: Health Communication Practice
Second Edition
Permalink:
Renata Schiavo
Cover design: JPuda Cover image :C Pixman/Imagezoo/Getty
CopyrightC 2014 by Renata Schiavo. All rights reserved.
Published by Jossey-Bass AWiley Brand One Montgomery Street, Suite 1200, San Francisco, CA 94104-4594—www.josseybass.com
No part of this publication may be reproduced, stored in a retrieval system, or transmitted in any form or by any means, electronic, mechanical, photocopying, recording, scanning, or otherwise, except as permitted under Section 107 or 108 of the 1976 United States Copyright Act, without either the prior written permission of the publisher, or authorization through payment of the appropriate per-copy fee to the Copyright Clearance Center, Inc., 222 Rosewood Drive, Danvers, MA 01923, 978-750-8400, fax 978-646-8600, or on the Web at www.copyright.com. Requests to the publisher for permission should be addressed to the Permissions Department, John Wiley & Sons, Inc., 111 River Street, Hoboken, NJ 07030, 201-748-6011, fax 201-748-6008, or online at www.wiley.com/go/permissions.
Limit of Liability/Disclaimer of Warranty: While the publisher and author have used their best efforts in preparing this book, they make no representations or warranties with respect to the accuracy or completeness of the contents of this book and specifically disclaim any implied warranties of merchantability or fitness for a particular purpose. No warranty may be created or extended by sales representatives or written sales materials. The advice and strategies contained herein may not be suitable for your situation. You should consult with a professional where appropriate. Neither the publisher nor author shall be liable for any loss of profit or any other commercial damages, including but not limited to special, incidental, consequential, or other damages. Readers should be aware that Internet websites offered as citations and/or sources for further information may have changed or disappeared between the time this was written and when it is read.
Jossey-Bass books and products are available through most bookstores. To contact Jossey-Bass directly call our Customer Care Department within the U.S. at 800-956-7739, outside the U.S. at 317-572-3986, or fax 317-572-4002.
Wiley publishes in a variety of print and electronic formats and by print-on-demand. Some material included with standard print versions of this book may not be included in e-books or in print-on-demand. If this book refers to media such as a CD or DVD that is not included in the version you purchased, you may download this material at http://booksupport.wiley.com. For more information about Wiley products, visit www.wiley.com.
Library of Congress Cataloging-in-Publication Data Schiavo, Renata, author. Health communication : from theory to practice / Renata Schiavo.—Second edition.
pages cm.—(Jossey-Bass public health ; 217) Includes bibliographical references and index. ISBN 978-1-118-12219-8 (pbk.)—ISBN 978-1-118-41912-0 (pdf)—
ISBN 978-1-118-41639-6 (epub) 1. Communication in medicine—United States. 2. Health promotion—United States. 3. Health planning—United States. I. Title R118.S33 2014 610.1?4—dc23
2013025596
Printed in the United States of America SECOND EDITION HB Printing 10 9 8 7 6 5 4 3 2 1
CONTENTS
Tables, Figures, Exhibits, and Numbered Boxes • • • • • • • • ix Preface • • • • • • • • • • • • • • • • • • • • • xv Acknowledgments • • • • • • • • • • • • • • • • • xvii The Author • • • • • • • • • • • • • • • • • • • • xxi Introduction • • • • • • • • • • • • • • • • • • • xxiii
Part One: Introduction to Health Communication 1
Chapter 1 What Is Health Communication? • • • • • • • • • • 3
In This Chapter • • • • • • • • • • • • • • • • • • • 3 Defining Health Communication • • • • • • • • • • • • • 4 Health Communication in the Twenty-First Century: Key Characteristics and Defining Features • • • • • • • • • 9
The Health Communication Environment • • • • • • • • • 22 Health Communication in Public Health, Health Care, and Community Development • • • • • • • • • • • • • • 23
The Role of Health Communication in the Marketing Mix • • • • 25 Overview of Key Communication Areas • • • • • • • • • • 26 The Health Communication Cycle • • • • • • • • • • • • 28 What Health Communication Can and Cannot Do • • • • • • 29 Key Concepts • • • • • • • • • • • • • • • • • • • 31 For Discussion and Practice • • • • • • • • • • • • • • 32 Key Terms • • • • • • • • • • • • • • • • • • • • 32
Chapter 2 Current Health Communication Theories and Issues • • • 33
In This Chapter • • • • • • • • • • • • • • • • • • 33 Use of Communication Models and Theories: A Premise • • • • 34 Key Theoretical Influences in Health Communication • • • • • 35 Select Models for Strategic Behavior and Social Change Communication • • • • • • • • • • • • • • • • • • 57
Other Theoretical Influences and Planning Frameworks • • • • 62 Current Issues and Topics in Public Health and Health Care: Implications for Health Communication • • • • • • • • • 64
Key Concepts • • • • • • • • • • • • • • • • • • • 81
iv CONTENTS
For Discussion and Practice • • • • • • • • • • • • • • 82 Key Terms • • • • • • • • • • • • • • • • • • • • 82
Chapter 3 Culture and Other Influences on Conceptions of Health and Illness • • • • • • • • • • • • • • • 83
In This Chapter • • • • • • • • • • • • • • • • • • 83 What Is Culture? • • • • • • • • • • • • • • • • • • 84 Approaches in Defining Health and Illness • • • • • • • • • 85 Understanding Health in Different Contexts: A Comparative Overview • • • • • • • • • • • • • • • • • • • • 88
Gender Influences on Health Behaviors and Conceptions of Health and Illness • • • • • • • • • • • • • • • • • 91
Health Beliefs Versus Desires: Implications for Health Communication • • • • • • • • • • • • • • • • • • 94
Cultural Competence and Implications for Health Communication • • • • • • • • • • • • • • • • • • 97
Key Concepts • • • • • • • • • • • • • • • • • • • 99 For Discussion and Practice • • • • • • • • • • • • • • 99 Key Terms • • • • • • • • • • • • • • • • • • • • 100
Part Two: Health Communication Approaches and Action Areas 101
Chapter 4 Interpersonal Communication • • • • • • • • • • 103
In This Chapter • • • • • • • • • • • • • • • • • • 103 The Dynamics of Interpersonal Behavior • • • • • • • • • 104 Social and Cognitive Processes of Interpersonal Communication • 106 Community Dialogue as an Example of Interpersonal Com- munication at Scale • • • • • • • • • • • • • • • • 111
The Power of Personal Selling and Counseling • • • • • • • 112 Communication as a Core Clinical Competency • • • • • • • 116 Implicationsof InterpersonalCommunication forTechnology- Mediated Communications • • • • • • • • • • • • • 128
Key Concepts • • • • • • • • • • • • • • • • • • • 129 For Discussion and Practice • • • • • • • • • • • • • • 131 Key Terms • • • • • • • • • • • • • • • • • • • • 132
Chapter 5 Mass Media and New Media Communication, and Public Relations • • • • • • • • • • • • • • • 133
In This Chapter • • • • • • • • • • • • • • • • • • 133 Health Communication in the New Media Age: What Has Changed and What Should Not Change • • • • • • • • • 134
CONTENTS v
The Media of Mass Communication and Public Relations • • • 138 Public Relations Defined: Theory and Practice • • • • • • • 139 Mass Media, Health-Related Decisions, and Public Health • • • 149 New Media and Health • • • • • • • • • • • • • • • 157 Reaching the Underserved with Integrated New Media Communication • • • • • • • • • • • • • • • • • 170
Mass Media– and New Media–Specific Evaluation Parameters • • • • • • • • • • • • • • • • • • • 171
Key Concepts • • • • • • • • • • • • • • • • • • • 174 For Discussion and Practice • • • • • • • • • • • • • • 176 Key Terms • • • • • • • • • • • • • • • • • • • • 177
Chapter 6 Community Mobilization and Citizen Engagement • • • 179
In This Chapter • • • • • • • • • • • • • • • • • • 179 CommunityMobilizationandCitizenEngagement:ABottom- Up Approach • • • • • • • • • • • • • • • • • • 180
Community Mobilization as a Social Process • • • • • • • • 182 Engaging Citizens in Policy Debates and Political Processes • • • 188 Implications of Different Theoretical and Practical Perspec- tives for Community Mobilization and Citizen Engagement Programs • • • • • • • • • • • • • • • • • • • • 190
ImpactofCommunityMobilizationonHealth-RelatedKnowl- edge and Practices • • • • • • • • • • • • • • • • • 194
Key Steps of Community Mobilization Programs • • • • • • 203 The Case for Community Mobilization and Citizen Engage- ment in Risk and Emergency Communication • • • • • • • 212
Key Concepts • • • • • • • • • • • • • • • • • • • 216 For Discussion and Practice • • • • • • • • • • • • • • 217 Key Terms • • • • • • • • • • • • • • • • • • • • 218
Chapter 7 Professional Medical Communications • • • • • • • 219
In This Chapter • • • • • • • • • • • • • • • • • • 219 Communicating with Health Care Providers: A Peer-to-Peer Approach • • • • • • • • • • • • • • • • • • • • 220
Theoretical Assumptions in Professional Medical (Clinical) Communications • • • • • • • • • • • • • • • • • 224
How to Influence Health Care Provider Behavior: A Theo- retical Overview • • • • • • • • • • • • • • • • • 226
Key Elements of Professional Medical Communications Programs • • • • • • • • • • • • • • • • • • • • 228
Overview of Key Communication Channels and Activities • • • 235
vi CONTENTS
Using IT Innovation to Address Emerging Needs and Global Health Workforce Gap • • • • • • • • • • • • • • • 237
PrioritizingHealthDisparities inClinicalEducation to Improve Care: The Role of Cross-Cultural Health Communication • • • 239
Key Concepts • • • • • • • • • • • • • • • • • • • 240 For Discussion and Practice • • • • • • • • • • • • • • 242 Key Terms • • • • • • • • • • • • • • • • • • • • 242
Chapter 8 Constituency Relations and Strategic Partnerships in Health Communication • • • • • • • • • • • 243
In This Chapter • • • • • • • • • • • • • • • • • • 243 Constituency Relations: A Practice-Based Definition • • • • • 244 Recognizing the Legitimacy of All Constituency Groups • • • • 246 Constituency Relations: A Structured Approach • • • • • • • 247 Strategies to Develop Successful Multisectoral Partnerships • • • 251 Key Concepts • • • • • • • • • • • • • • • • • • • 260 For Discussion and Practice • • • • • • • • • • • • • • 261 Key Terms • • • • • • • • • • • • • • • • • • • • 262
Chapter 9 Policy Communication and Public Advocacy • • • • • 263
In This Chapter • • • • • • • • • • • • • • • • • • 263 Policy Communication and Public Advocacy as Integrated Communication Areas • • • • • • • • • • • • • • • 264
Communicating with Policymakers and Other Key Stakeholders • 267 The Media of Public Advocacy and Public Relations • • • • • 271 Influencing Public Policy in the New Media Age • • • • • • • 274 Key Concepts • • • • • • • • • • • • • • • • • • • 277 For Discussion and Practice • • • • • • • • • • • • • • 278 Key Terms • • • • • • • • • • • • • • • • • • • • 278
Part Three: Planning, Implementing, and Evaluating a Health Communication Intervention 279
Chapter10 Overview of the Health Communication Planning Process • • • • • • • • • • • • • • 281
In This Chapter • • • • • • • • • • • • • • • • • • 281 Why Planning Is Important • • • • • • • • • • • • • • 283 Approaches to Health Communication Planning • • • • • • • 285 The Health Communication Cycle and Strategic Planning Process 287 Key Steps of Health Communication Planning • • • • • • • 289 Elements of an Effective Health Communication Program • • • 295 Establishing the Overall Program Goal: A Practical Perspective • • 299
CONTENTS vii
Outcome Objectives: Behavioral, Social, and Organizational • • • 300 Key Concepts • • • • • • • • • • • • • • • • • • • 303 For Discussion and Practice • • • • • • • • • • • • • • 305 Key Terms • • • • • • • • • • • • • • • • • • • • 306
Chapter11 Situation and Audience Analysis • • • • • • • • 307
In This Chapter • • • • • • • • • • • • • • • • • • 307 How to Develop a Comprehensive Situation and Audience Analysis • • • • • • • • • • • • • • • • • • • • 308
Organizing, Sharing, and Reporting on Research Findings • • • 333 Common Research Methodologies: An Overview • • • • • • 335 Key Concepts • • • • • • • • • • • • • • • • • • • 353 For Discussion and Practice • • • • • • • • • • • • • • 354 Key Terms • • • • • • • • • • • • • • • • • • • • 354
Chapter12 Identifying Communication Objectives and Strategies • • • • • • • • • • • • • • • 355
In This Chapter • • • • • • • • • • • • • • • • • • 355 How to Develop and Validate Communication Objectives • • • 356 Outlining a Communication Strategy • • • • • • • • • • 364 Key Concepts • • • • • • • • • • • • • • • • • • • 372 For Discussion and Practice • • • • • • • • • • • • • • 372 Key Terms • • • • • • • • • • • • • • • • • • • • 373
Chapter13 Designing and Implementing an Action Plan • • • • 375
In This Chapter • • • • • • • • • • • • • • • • • • 375 Definition of an Action (Tactical) Plan • • • • • • • • • • 376 Key Elements of an Action (Tactical) Plan • • • • • • • • • 379 Integrating Partnership and Action Plans • • • • • • • • • 398 Planning for a Successful Program Implementation • • • • • • 400 Key Concepts • • • • • • • • • • • • • • • • • • • 404 For Discussion and Practice • • • • • • • • • • • • • • 405 Key Terms • • • • • • • • • • • • • • • • • • • • 405
Chapter14 Evaluating Outcomes of Health Communication Interventions • • • • • • • • • • • • • • • 407
In This Chapter • • • • • • • • • • • • • • • • • • 407 Evaluation as a Key Element of Health Communication Planning • 408 Overview of Key Evaluation Trends and Strategies: Why, What, and HowWeMeasure • • • • • • • • • • • • • 409
Integrating Evaluation Parameters That Are Inclusive of Vul- nerable and Underserved Populations • • • • • • • • • • 425
viii CONTENTS
EvaluatingNewMedia–Based Interventions: EmergingTrends and Models • • • • • • • • • • • • • • • • • • • 426
Monitoring: An Essential Element of Program Evaluation • • • 430 Linking Outcomes to a Specific Health Communication Intervention • • • • • • • • • • • • • • • • • • • 432
Evaluation Report • • • • • • • • • • • • • • • • • 434 Key Concepts • • • • • • • • • • • • • • • • • • • 437 For Discussion and Practice • • • • • • • • • • • • • • 439 Key Terms • • • • • • • • • • • • • • • • • • • • 440
Part Four: Case Studies and Lessons from the Field 441
Chapter15 Health Communication in the United States: Case Studies and Lessons from the Field • • • • • • 443
In This Chapter • • • • • • • • • • • • • • • • • • 443 From Theory to Practice: Select Case Studies from the United States • • • • • • • • • • • • • • • • • • 444
Emerging Trends and Lessons • • • • • • • • • • • • • 464 Key Concepts • • • • • • • • • • • • • • • • • • • 465 For Discussion and Practice • • • • • • • • • • • • • • 466 Key Term • • • • • • • • • • • • • • • • • • • • 466
Chapter16 Global Health Communication: Case Studies and Lessons from the Field • • • • • • • • • • 467
In This Chapter • • • • • • • • • • • • • • • • • • 467 From Theory to Practice: Select Case Studies on Global Health Communication • • • • • • • • • • • • • • • 468
Emerging Trends and Lessons • • • • • • • • • • • • • 490 Key Concepts • • • • • • • • • • • • • • • • • • • 492 For Discussion and Practice • • • • • • • • • • • • • • 493 Key Terms • • • • • • • • • • • • • • • • • • • • 493
Appendix A ExamplesofWorksheetsandResourcesonHealth Communication Planning • • • • • • • • • • • 495
Appendix B Sample Online Resources on Health Communication • 509
Glossary 523
References 539
Name Index 593
Subject Index 601

So much stress and so little time? Take care of yourself: let us help you with your task on
Discussion: Health Communication Practice
Get a 20% Discount on this Paper
Get Help Now
Calculate the price
Make an order in advance and get the best price
Pages (550 words)
$0.00
*Price with a welcome 15% discount applied.
Pro tip: If you want to save more money and pay the lowest price, you need to set a more extended deadline.
We know how difficult it is to be a student these days. That's why our prices are one of the most affordable on the market, and there are no hidden fees.

Instead, we offer bonuses, discounts, and free services to make your experience outstanding.
Sign up, place your order, and leave the rest to our professional paper writers in less than 2 minutes.
step 1
Upload assignment instructions
Fill out the order form and provide paper details. You can even attach screenshots or add additional instructions later. If something is not clear or missing, the writer will contact you for clarification.
s
Get personalized services with Do My Homeworkk
One writer for all your papers
You can select one writer for all your papers. This option enhances the consistency in the quality of your assignments. Select your preferred writer from the list of writers who have handledf your previous assignments
Same paper from different writers
Are you ordering the same assignment for a friend? You can get the same paper from different writers. The goal is to produce 100% unique and original papers
Copy of sources used
Our homework writers will provide you with copies of sources used on your request. Just add the option when plaing your order
What our partners say about us
Check out the latest reviews and opinions submitted by real customers worldwide and make an informed decision.
Nursing
Good work, professional and beat the deadline. Thank you so very much
Customer 452445, August 24th, 2021
Anthropology
Thank you
Customer 452445, August 20th, 2021
Nursing
A well-researched paper. Delivered before the deadline as well. Extremely pleased !!
Customer 452445, August 20th, 2021
Philosophy
The paper was done to my satisfaction. Thnk you.
Customer 452443, November 18th, 2021
Other
Thank you!
Customer 452493, May 29th, 2022
Economics
THANK YOU! :)
Customer 452493, April 12th, 2022
Education
Awesome work, responded well and clarified everything.. Would definitely recommend, great service
Customer 452445, September 8th, 2021
Nursing
Great services.
Customer 452443, November 22nd, 2021
Nursing
Looks good. Thank you!!!
Customer 452503, April 25th, 2022
Leadership Studies
This is great! Thanks a bunch
Customer 452485, March 1st, 2022
English 101
Great work!
Customer 452443, December 2nd, 2021
Nursing
Excellent! Followed directions and completed a great paper
Customer 452445, August 22nd, 2021
OUR GIFT TO YOU
15% OFF your first order
Use a coupon FIRST15 and enjoy expert help with any task at the most affordable price.
Claim my 15% OFF Order in Chat

Order your essay today and save 15% with the discount code ESSAYHELP