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Health communication definition
Study and use of communication strategies to inform and influence individual decisions that enhance health.
Health communication goal
Create social change by changing attitudes, environment and/or behaviors.
Communication can NOT…
Compensate for inadequate health care or substance behavior change without systemic support
Knowledge gap hypothesis
Knowledge correlates with socio-economic status
Key tasks for building community awareness
Recruit participation or informal and formal leaders or influential persons, share village-specific information with leaders, and help villagers establish link between water and disease.
Elaboration Likelihood Model
Central and peripheral are 2 routes to change attitude.
Central route
Attitude change that is long-lasting and resistant to change.
Peripheral route
Attitude change that is temporary and susceptible to change.
Two types of relevance
Personal and local
The tradeoff triangle
Pick any two: good, cheap or fast