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- Health_communication abstract "Health Communication is a transdisciplinary field that is integral to a variety of other fields, including public health, healthcare, global health, and community development. Health communication is the field of theory, research, and practice which studies and uses communication strategies, methods, programs, and interventions as a means "to inform and influence individual decisions that enhance health". It is a common area of study within the larger Communication discipline explained by the National Communication Association.Effective and successful uses of health communication will utilize multifaceted approaches in order to best reach intended audiences. These include comprehensive interventions and messages that will ultimately protect public health outcomes.Intended outcomes of health communication can include: increasing audience knowledge and awareness of a health issue; influencing behaviors and attitudes towards a health issue; demonstrating healthy practices; showing benefits of behavior changes to public health outcomes; advocating a position on a health issue or policy; increasing demand or support of health services; and, arguing myths and misconceptions related to health.Health Communication OriginsThe term was generated when members of an ICA, international Communication Association, interest group adopted the term. The term “health communication” interdisciplinary marriage between health and communication was certainly a common-law relationship long before the term was introduced. (Stacks & Salween, page 489)The research of health communication surrounds the development of effective messages about health, the dissemination of health-related information through broadcast, print, and electronic media, and the role of inter personal relationships in health communities. At the core of all of the communication is the idea of health and the emphasis of health. The goal of health communication research is to identify and provide better and more effective communication strategies that will improve the overall health of society. (Stacks & Salween, page 489)Examples of Health CommunicationIn History-There are multiple times that health communication has been effective in society. As early as 1721, health communication was used to reduce the smallpox epidemic in Boston. Cotton Mather, a political leader, used pamphlets and speeches to promote inoculation of smallpox.Alcohol abuse has been a problem within society for about as long as alcohol has been around. In the 19th century, the Women’s Christian Temperance Union led a movement against alcohol abuse. They utilized mass communication to communicate the desired message. News papers and magazines allowed for the promotion of the anti-alcohol movement.More recently, a way to communicate health messages are through health campaigning. The campaigning is accomplished though media channels. Paid messages about drug use, smoking, AIDS, and alcohol use are the most common. Since the 1980s the amount of health campaigns have increased.Three Community Study and the Five City ProjectCardiovascular Disease is the leading cause of premature death in the Western society. There are multiple lifestyle factors that can be prevented that cause this disease. This lead communication researchers to have an interest in the community environment and the person’s decisions that led to heart disease. The Three Community Study and the Five City Project was developed because of this thinking. The experiment would compare media and interpersonal interventions, also how knowledge, attitudes, and practices would affect the communication.Middle aged males were the key target of this study. This target group was included with health related messages by television, radio, newspaper, cookbooks, booklets, and bus cards. There were three communities that were included in the experiment. There was the media-only community, a second media community where the same media campaign was supplemented with face-to-face communication, and a no-intervention control community. The results showed that knowledge-gain impact was greater in the media-plus-interpersonal treatment site after the first year of the campaign.Health Communication ResearchThere is many purposes and reasons why health communication research is important and how it betters the health care field. The training programs of Health Care Professionals, or HCP, can be adapted and developed based on health communication research. (Stacks & Salween, 495) Due to there being a diverse culture that makes up the group of patients within the health care field, communication to other cultures has been taught and has been made a focus in health care training classes. Research suggests that nonverbal and verbal communication between health care professionals and patient can lead to improved patient outcomes. According to Stacks and Salween on page 496 some health care facilities, like hospitals are providing training and education materials to patients. The goal of hospitals doing this is to allow for patients to have a better outcome due to better communication skills.Over the years, there has been much research done on health communication. For example, researchers want to know if people are more effectively motivated by a positive message versus a negative message. Researchers examine ideas like, are people better motivated by ideas of wealth and safety or an idea of illness and death. Researchers are examining which dimensions of persuasive incentives are most influential: physical health versus economic, versus psychological, versus moral, versus social. (Stacks & Salween, 497)Impact of the Health Campaign-After research has been conducted and analyzed on the affects of health communication, it can be concluded that a health communication campaign that is requiring a behavior change causes the desired behavior change in about 7%-10% or more in the people who are in the campaign site than those who are in the control group. Also, the effects are stronger for adoption of a new behavior than cessation of a current behavior, about 12% higher.When assessing how affective a health campaign is, the key determinant is the degree of audience reception, the quality and quantity of the message, the dissemination channels, and the larger communication environment. It is possible that an audience can be more receptive to some messages than others. The media channel and how the message is reached by the audience can affect the effectiveness of the health campaign. (Stacks & Salween page 498)The efforts and effects of health messages and communicationare often counter affected by alcohol and tobacco commercials. The advertisement for these items is often made to be glamorous and will contradict what was said in the health campaign. This can lead to the efforts of the health communication seem to be pointless.".
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