SBAPH Final

health communication

involves the strategic use of communication strategies to inform, influence, and improve personal and public health

media

an amplification mechanism often used to achieve a broader reach

What are five key attributes of effective health communication

accuracy, cultural competence, evidence base, reach, repetition

Accuracy

the content is valid and without errors of fact, interpretation, or judgement

Cultural Competence

the design, implementation, and evaluation process that accounts for special issues for select population groups and also educational levels and disability

Evidence base

relevant scientific evidence has undergone comprehensive review and rigorous analysis to formulate practice guidelines, performance measures, review criteria, and technology assessments for telehealth applications

Reach

the content gets to or is available to the largest possible number of people in the target populations

Repetition

The delivery of/access to the content is continued or repeated over time, both to reinforce the impact with the target audience and to reach new generations

Reception-yielding model (rym)

a chain of responses that move individuals toward adopting a new attitude and behavior change; presentation → attention → comprehension → yielding → retention → behavior

presentation

the message should resonate to them, catch their attention and be understood

attention

message must capture sufficient mental concentration from people before any effect can be expected to occur

comprehension

message must be understood

yielding

target audience yields to or accepts the message as worthwhile and meaningful

retention

individual/audience remembers the message, and identifies the message with the associated organization and its products/services. Organization becomes “branded”

behavior change

message successfully elicits the desired behavioral change

Elaboration-Likelihood Model

Central Route and Peripheral Route Processing work towards Persuasion (shaping a person’s attitude towards a given behavior)

Central Route Processing

high motivation to think about the message, focuses on factual information, and leads to lasting change

Peripheral Route Processing

low motivation to think about the message, processing focused on peripheral elements, leads to temporary change

Social marketing

a tool to effectively change and influence behavior by targeting the social and physical determinants of health

What are the four Ps of classic health marketing?

product, price, place, and promotion

Product

can be tangible (an actual product, program, services, or behavioral practices) or intangible (as a change in attitudes, beliefs, or ideas)

Price

can be a monetary, psychological, or social costs

Place

the point of contact with the targeted audience; the different channels used to get the product to the targeted audience (physical location or the media channel that gets the “product” delivered to the audience); focus on the habits and activities of audience

Promotion

communication strategies that inform, persuade, and influence beliefs and behaviors relevant to the product

Tailored messages

messages individualized to the person, whereas targeted messages are developed to be effective within an entire segment of the population

Diffusions of Innovations

the process by which an innovation is communicated through certain channels over time among members of a social system

Innovation

an idea, practice, or object that is perceived as new by an individual or other unit of adoption; does not need to be completely new but novel to the target group for diffusion

Communication Channels

Media: a formal channel (TV, radio, internet); interpersonal: an informal channel (people)

Time

innovations diffuse at varied rates as a consequence of several factors

Innovation-decision process

how quickly or slowly people progress through this process is a critical determinant of the rate of diffusion or the time it takes for the innovation to be adopted; knowledge → persuasion → decision → implementation → confirmation

Knowledge

one must know about the existence of something before adopting it; awareness knowledge, how-to knowledge, principles knowledge

Persuasion

process of forming a strong and positive attitude about the innovation

Decision

stage where people decide to either accept or reject the innovation

Implementation

the actual adoption or trial of an innovation

Confirmation

when people make a long-term commitment to use the innovation

Social System

characterized by norms that define the social structures; sets the boundaries for diffusion and the communication structures spread information about the innovation

Categories of Adopters

can be depicted in an s-shaped curve: innovators, early adopters, early majority, late majority, laggards

Innovators

spark a chain of adoption because they are able to accept the risk and depart from social norms and try new things

Early Adopters

opinion leaders whose opinion and behavior can ignite a diffusion effect that can rapidly spread through the social system with a high degree of efficiency

Early Majority

may take relatively longer periods of time to pass through the process and make up about 34% of a social system

What marks a successful diffusion of an innovation?

the numbers of adoptions that occur among the early majority

Late Majority

people who may require extended lengths of time to pass through the process; reluctant to adopt the innovation and tends not to have access to a variety of information sources

Laggards

category of potential adopters as well as those who never adopt the innovation

What are key characteristics of a successful innovation?

relative advantage, compatibility, complexity, trialability

Relative Advantage

innovation must have significant appeal so that people will expend effort to change their behavior

Compatibility

need to be consistent with a person’s current attitudes and behavior and do not depart from past ideas or innovations of a similar nature

Complexity

the successful innovation will be easy to use or perform

Trialability

users can try the product or practice before deciding to adopt it for the long term

Social Cognitive Theory

asserts that the social environment, the personal characteristics of the individual, and behavior interact with and influence each other and that behavior is influenced by the social environment

What are the five key constructs of social cognitive theory?

Knowledge, outcomes expectations, goal formation, perceived self-efficacy, socio-structural factors

Knowledge (SCT)

a precondition for behavior change; content knowledge: understanding the advantages and drawbacks of a health behavior; procedural knowledge: understanding how to engage in a given health behavior

Self-Efficacy

a person’s perception of his or her ability to perform a specific behavior

Steps to Improve Self-Efficacy

physiological state (diminishing fear and other negative emotions related to the behavior), verbal persuasion (verbal motivation, group support through sharing strategies), vicarious experience (learning by watching others perform the behaviors), enactive attainment (physically guiding or coaching someone through the behavior)

Behavioral Capacity

the actual ability a person has to perform a given behavior, it can include whether the environment provides opportunity for the behavior

Outcome Expectations

the anticipated outcomes that stem from engaging in the behavior

Goal Formation

breaking goals down into progressive series of sub-goals; well-defined and easy-to-measure behaviors should be the sub-goals

Socio-structural factors

goal attainment through motivated behavior is a function of the supporting factors as well as the impeding factors of a person’s environment

Reciprocal Triadic Causation

Environment (social norms, access to resources, community assets and hazards), Behavior (skills and practice), Person (knowledge, expectations, attitudes and perceptions)

Narrow focus on the individual as a barrier to achieving health equity

self-interest narrowly defined, limited sense of interdependence, limited sense of collective efficacy, systems and structures as invisible or irrelevant

a-historical culture as a barrier to achieving health equity

the present as disconnected from the past, current distribution of advantage/disadvantage as happenstance

myth of meritocracy

role of hard work, denial of racism

Cultural competence (racism)

ability to understand, communicate with and effectively interact with people across cultures; encompasses: being aware of one’s own world view, developing positive attitudes towards cultural differences, gaining knowledge of different cultural practices and world views, developing skills for communication and interaction across cultures

Stages of Cultural Competency

cultural destructiveness → cultural incapacity → cultural blindness → cultural pre-competence → cultural competence → cultural proficiency

Cultural destructiveness

characterized by attitudes, policies, structures, and practices that are destructive to a cultural group

Cultural Incapacity

the inability or refusal of an individual, system, or organization to respond effectively to the needs, interests, and preference of culturally diverse groups

Cultural blindness

an expressed philosophy of viewing and treating all people as the same; encouraging assimilation, ignoring cultural strengths, few structures and resources dedicated to acquiring cultural knowledge

Cultural pre-competence

having an awareness of strengths and areas for group to respond effectively to culturally diverse populations

Cultural competence

demonstrates an acceptance and respect for cultural difference

Cultural proficiency

holding culture and diversity in high-esteem, and using this as a foundation to guide all interactions and endeavors

Step 1: Social Assessment

work in partnership with community to assess quality-of-life issues that are relevant to the community, identify and recruit community stakeholder, build community coalitions to assist in guiding the planning of the health promotion program

Epidemiological Assessment

translating needs of community into meas