En savoir plus
"Now in its second edition, Health Communication: From Theory to Practice provides a comprehensive introduction to theory, intervention design, current issues, and special topics in health communication. The book also represents a hands-on guide to program development, implementation, and evaluation. This second edition further emphasizes the importance of a people-centered and participatory approach to health communication interventions, which takes into account key social determinants of health as wellas the interconnection of various health and social fields. While maintaining a strong focus on the importance of behavioral, social, and organizational results as key outcomes of health communication interventions, this second edition also includes newor updated information, theoretical models, resources, and case studies on health equity, urban health, new media, emergency and risk communication, strategic partnerships in health communication, policy communication and public advocacy, cultural competence, health literacy, and the evaluation of health communication interventions"--
Table des matières
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
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 Communication at Scale 111
The Power of Personal Selling and Counseling 112
Communication as a Core Clinical Competency 116
Implications of Interpersonal Communication 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
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
Community Mobilization and Citizen Engagement: A Bottom- Up Approach 180
Community Mobilization as a Social Process 182
Engaging Citizens in Policy Debates and Political Processes 188
Implications
