Health Communication

Do Kyun Kim; Arvind Singhal; Gary L. Kreps

Health Communication

Strategies for Developing Global Health Programs

by Do Kyun Kim (Edited), Arvind Singhal (Edited), Gary L. Kreps (Edited)
©2013, Monographs, VII, 383 Pages
Media & Communication

Series: Health Communication, Volume 5

Promotion of healthy behaviors and prevention of disease are inextricably linked to cultural understandings of health and well-being. Health communication scholarship and practice can substantially and strategically contribute to people living safer, healthier, and happier lives. This book represents a concrete step in that direction by establishing a strategic framework for guiding global and local health practices.
Taking a multi-disciplinary approach, the volume includes state-of-the-art theories that can be applied to health communication interventions and practical guidelines about how to design, implement, and evaluate effective health communication interventions.
Few books have synthesized such a broad range of theories and strategies of health communication that are applicable globally, and also provided clear advice about how to apply such strategies. This volume combines academic research and field experience, guided by past and future research agendas and on-the-ground implementation opportunities.

Cover
Title
Copyright
About the Editors
About the Book
This eBook can be cited
Contents
Introduction: Design, Implementation, and Evaluation of Health Communication Strategies for Global Health Promotion (Do Kyun Kim, Arvind Singhal, & Gary Kreps)
Leveraging Technology
- Chapter 1 Strategies and Principles for Using Mass and Online/Digital Media in Health Communication Campaigns (Charles K. Atkin, Michigan State University Ronald E. Rice, University of California Santa Barbara
- Chapter 2 Developing and Testing Mobile Health Applications to Affect Behavior Change: Lessons from the Field (Andrew Isham, Bret R. Shaw, & Dave Gustafson, University of Wisconsin-Madison)
  - Introduction
  - Examples of mHealth Applications
  - Addiction Comprehensive Health Enhancement Support System (A-CHESS)
  - Mobile CHESS (M-CHESS) for Adolescents with Asthma
  - Survivorship CHESS (S-CHESS) for People Leaving Colon Cancer Treatment
  - Mobile Health Application Design Opportunities and Challenges
    - 1. Use theory to guide design and evaluation
    - 2. Pick platform based on target audience’s needs
    - 3. Understand context in which application will be used
    - 4. Understand social and familial implications
    - 5. More functionality is not always better
    - 6. Reconceptualize existing clinical approaches
    - 7. Privacy concerns may limit design options
    - 8. The technology evolves faster than it can be tested
    - 9. Interventions that feature social media require critical mass
    - 10. Consider using test subjects’ primary telephone for intervention
  - Conclusion
  - Recommended Readings
  - References
- Chapter 3 A Primer for Using Mobile Apps and Social Media in Healthcare (Carolyn Lauckner & Pamela Whitten, Michigan State University)
  - Introduction
  - Mobile Apps in Health: The State of Research and Examples of Use
    - Research on Mobile Apps: Feasibility Studies and Interventions
    - Exemplars of Current Mobile Apps for Health
  - Social Media and Health: The State of the Research and Examples of Use
    - Research on Social Media and Health: Content Analyses, Interventions, and Experiments
    - Health Initiatives in Popular Social Media Sites: Facebook, YouTube, and Twitter
    - Social Media Tools Created for Health Purposes
  - A Step-by-Step Guide: Using Mobile Apps and Social Media in Health
    - Creating Mobile Apps or Social Media-Based Projects
    - Implementing the Project
    - Evaluating the Project
    - Important Issues to Consider for Future Work
  - Recommended Readings
  - Additional Resources
    - Directions for designing and coding apps
    - Other Resources
  - References
- Chapter 4 Digital Games: The SECRET of Alternative Health Realities(Hua Wang, University at Buffalo, The State University of New York Arvind Singhal, University of Texas at El Paso)
  - Introduction
  - Why “Digital Games” for Health?
  - How Can Digital Games Help with Health Promotion?
    - Social Connectivity and Support
    - Exercise of the Body and Mind
    - Crowdsourcing for Problem-Solving
    - Rehearsal of Real Life Scenarios in a Safe Space
    - Education of Medicine and Public Health
    - Treatment of Illness and Diseases
  - What Are the Lessons Learned in Health Games Research?
    - Clarify Purposes
    - Refine the Application
    - Base on Theories
    - Develop Rigorous Research Design
    - Report in Details
  - Recommended Readings
  - References
Performance and Narrative Power
- Chapter 5 Entertainment Education Saves Lives and Improves Health: Key Steps to Developing Effective Programs (Caroline Jacoby, Jane Brown, Uttara Bharath Kumar, Rajiv N. Rimal, & Sanjanthi Velu, Johns Hopkins University)
  - CASE STUDY 1: Do you know your lover’s lover? Intersexions: Exploring sexual networks in South Africa
  - CASE STUDY 2: Award-Winning Film Influences Pakistani Health Policy
  - CASE STUDY 3: Get H2O: Using games to promote peace among young people in urban East Africa
  - The EE Development Process
  - Part 1: Design—Audience Assessment, Theory, and Technical Brief
    - Technical brief
    - Illustrative Example: Club Risky Business Part 1: Design—Audience Assessment, Theory, and Technical Brief
  - Part 2: Artistry and Pretesting
    - Elements of a good EE story
    - Pretesting
    - Illustrative Example: Club Risky Business Part 2: Artistry and Implementation
  - Part 3: Implementation
    - Illustrative Example: Club Risky Business Part 3: Implementation
  - Part 4: Evaluation
    - Illustrative Example: Club Risky Business Part 4: Evaluation
  - Lessons Learned about Entertainment Education
  - APPENDIX
    - CASE STUDY: “Reaching Young Native Americans Through Comic Books”
    - CASE STUDY: “Reality Radio in Malawi—A Fresh Approach”
    - CASE STUDY: “Reaching Migrant Laborers Through a Short Film in India”
  - Recommended Readings
  - References
- Chapter 6 Conversations about Cancer (CAC): A National and Global Strategy for Impacting Family and Medical Interactions (Wayne A. Beach, Kyle Gutzmer & David M. Dozier, San Diego State University Mary K. Buller & David B. Buller, Klein Buendel, Inc.)
  - Introduction
    - CAC as a Viable Alternative to Traditional Public Health Interventions
      - Communication in Public Health
  - Designing, Implementing, and Evaluating the Phase I CAC Project
    - Creating a Forum for Audience Reactions
    - Designing the Phase I Feasibility Study
    - Implementing and Evaluating Impacts of The Cancer Play
  - Phase II Effectiveness and Dissemination Trial
  - Conclusion: Potential for Cultural and Global Adaptions of CAC
  - Potential Obstacles and Possible Solutions
  - References
- Chapter 7 Narrative-based Health Communication Interventions: Using Survivor Stories to Increase Breast Cancer Knowledge and Promote Mammography (Tess Thompson & Matthew W. Kreuter, Washington University in St. Louis)
  - Introduction: Narratives in Health Communication
  - Case Study: Survivor Stories
    - Interview Process
    - Message Testing
    - Narrative vs. Informational Videos
    - Tablet Applications
  - Lessons about Using Narratives
  - Important Considerations When Using Narratives
  - Appendix A Debriefing Statement for Breast Cancer Survivors and Other Storytellers
  - Appendix B The Storytelling Project’s Interview Debriefing Tool
  - Recommended Readings
  - References
- Chapter 8 Drama as a Rhetorical Health Communication Strategy (Anat Gesser-Edelsburg, University of Haifa)
  - Introduction
    - Drama as the Art of Persuasion
      - The Accepted Values
      - The Rhetoric of Aesthetics
      - The Spectator as Ghostwriter
  - The Mechanism of the Experience of Viewing Drama: Obstacles and Challenges
    - The Mythical Layer
    - The Identification Element
    - The Conflict Element
    - The Demonstration Element
    - Catharsis: Satisfaction through Learning
  - How to Overcome the Obstacles and Meet the Challenges:The Rhetorical Change Model in Drama
  - How Can Drama Be Evaluated as an Intervention Tool in Health Communication?
  - Recommended Readings
  - References
Applied Communication Strategies
- Chapter 9 Communication Network Analysis for the Diffusion of Health: Identifying Key Individuals 9Do Kyun Kim, University of Louisiana at Lafayette James W. Dearing, Michigan State University)
  - Introduction
  - Why Does an Individual Adopt an Innovation?
  - Who Are Opinion Leaders, Who Are Bridges, and What Do They Do for Diffusion?
  - How to Identify Informal Opinion Leaders and Bridging Individuals
  - Communication Network Analysis
  - Communication Network Data Collection
    - Methods of data collection.
    - Characteristics of Each Communication Network Data Collection Method
  - Comparison of Communication Network Data Collection Methods
  - Identifying Opinion Leaders through Network Centrality
  - Further Suggestions
  - Appendix 1 Communication networks among Indian farmers
  - Appendix 2 Communication networks among individuals in a juvenile justice system in the U.S.
  - Recommended Readings
  - References
- Chapter 10 The Positive Deviance Approach to Designing and Implementing Health Communication Interventions (Arvind Singhal, University of Texas at El Paso)
  - The Positive Deviance Approach
  - Positive Deviance to Reduce Malnutrition in Vietnam
  - Reducing Maternal and Newborn Mortality in Pakistan
  - Conclusions
  - Recommended Readings
  - References
- Chapter 11 Using Theory and Audience Research to Convey the Human Implications of Climate Change (Melinda R. Weathers, Clemson University Edward Maibach, George Mason University Matthew Nisbet, American University)
  - Introduction
  - Climate Change Harms Human Health
  - Public Awareness of the Health Consequences of Climate Change Is Low
  - Framing Climate Change as a Public Health Problem May Enhance Public Engagement
  - Message Testing Demonstrates the Value of a Public Health Frame for Climate Change
  - Many Public Health Professionals Are Aware of the Problem, but Few Are Communicating about the Health Implications of Climate Change
  - Efforts to Activate Public Health Professionals as Climate Change Communicators
  - Conclusion
  - Acknowledgment
  - Recommended Readings
  - Additional Resources
  - References
- Chapter 12 Integrating the Diffusion of Innovations and Social Marketing for Designing an HIV/AIDS-Prevention Strategy among a Hard-to-Reach Population (Do Kyun Kim, University of Louisiana at Lafayette)
  - Introduction
  - Needs of a New Approach for HIV Prevention among Young African-American MSMs
  - Integrating Diffusion of Innovations and Social Marketing
    - Informal opinion leaders vs. popular opinion leaders
    - Why combine DOI and SM
  - Strategic Integration: A Case for HIV Prevention among the Young African-American MSM Population in New Orleans
    - Harnessing informal opinion leaders
    - Social marketing activities partnered with Walgreens
  - Conclusion
  - Recommended Readings
  - References
Community Participatory Design
- Chapter 13 Community Participatory Design of Health Communication Interventions (Linda Neuhauser, University of California, Berkeley Gary L. Kreps, George Mason University S. Leonard Syme, University of California, Berkeley)
  - Introduction: Issues with Health Communication Programs
  - Value of Participatory Design to Improve Health Communication
  - Theoretical Framework for Participatory Design
  - Six-Step Model of Participatory Design for Health Communication
    - 1. Identify audiences and stakeholders and set up an advisory committee.
    - 2. Conduct formative work with audiences/stakeholders using varied participatory methods.
    - 3. Draft health communication resources and plans, adhering to principles of health literacy/cultural competency.
    - 4. Test and iteratively revise communication prototypes and implementation with intended users and stakeholders, until these audiences approve them.
    - 5. Continuously evaluate and revise health communication programs.
    - 6. Extend successful programs to other populations or regions, using participatory methods.
  - Case Examples of the 6-Step Model: Large-Scale Health Communication Materials
    - The Wellness Guide: From failure to success
    - The Parents Kit Project: Adapting the model for other topics
    - The Parents Guide: Adapting the model to other states and internationally
    - Extending the model to other countries: Switzerland and China
  - Conclusion
  - Recommended Readings
  - References
- Chapter 14 Faith-based Community Health Interventions: Incorporating Cultural Ecology, the Social Ecological Framework, and Gender Analysis (Kari Hartwig, Walden University)
  - Introduction
  - Theoretical Frameworks
  - Designing, Implementing, and Evaluating Your Faith-based Intervention
    - Step 1. Understand self and audience.
    - Step 2. Identify individuals within the institution for training and/or partnering for the design of the intervention activity; probable communication channels and intended audience.
    - Step 3. Conduct a participatory training employing Freirian principles.
    - Step 4. Introduce concepts of evaluation and how it can be used as a tool for assessing change.
    - Step 5. Use participatory methods to design evaluation tools and measures.
  - Case Study
    - Preparing for the training workshop
    - Developing monitoring instruments, workshop tools and exercises
    - Conducting the workshop
    - Designing the evaluation
    - Following the workshop
  - Other Resources
  - Recommended Readings
  - Additional Resources
  - References
- Chapter 15 Designing Logos for Health Campaigns: Convergence of Semiotics and the Diffusion of Innovations (Do Kyun Kim, University of Louisiana at Lafayette)
  - Introduction
  - Theoretical Foundation for Logo Design
    - Semiotics approach to a logo
    - A logo from the diffusion perspective
    - Understanding culture
  - Analysis of the “Red Ribbon”
    - History of the red ribbon
    - Theoretical Analysis
  - Guidelines for Designing Health Campaign Logos
  - Accuracy
  - Cultural relevance
  - Comprehensibility
  - Narrativity
  - Conclusion
  - Recommended Readings
  - Bibliography
Health Advocacy and Activism
- Chapter 16 Strategic Communication for Health Advocacy and Social Change (Gary L. Kreps, George Mason University)
  - Introduction: Health Advocacy and the Health Care System
  - The Nature of Health Advocacy
  - Advocacy, Communication, and Information in Health Care and Health Promotion
  - Mediating the Complexity of the Modern Heath Care System
  - Coordinating the Efforts of Health Care Consumers and Volunteers
  - Working Cooperatively with Media Organizations for Health Advocacy
  - Using Digital Media for Health Advocacy
  - Case Study: The GALA Program for Promoting Strategic Health Advocacy
  - The Unique GALA Delivery Model
  - GALA Development Activities
  - Conclusion
  - Recommended Readings
  - References
- Chapter 17 Health Activism as Resistance: MOSOP as a Site of Culture-Centered Resistance in Niger Delta Region of Nigeria (Mohan J. Dutta, National University of Singapore & Purdue University)
  - Introduction
  - MOSOP Resistance in Ogoni Land
  - Resistive Strategies and Tactics
    - Demonstrations and voices
    - Songs of protest
    - Mass Media Strategy
    - Bill of Rights and Petitions
    - Social change through solidarity and structural transformations
  - Conclusion: Grassroots Strategies of Change
  - Recommended Readings
  - References
Valuing Data
- Chapter 18 National Health Communication Surveillance Systems (Bradford W. Hesse, David E. Nelson, Richard P. Moser, Kelly D. Blake, & Wen-ying Sylvia Chou, National Cancer Institute Lila J Finney, Mayo Clinic Ellen Burke Beckjord, University of Pittsburgh)
  - Introduction
  - An Historical Evolution of National Surveillance Systems
  - Extending Surveillance to Include Behavior and Communication
  - Theoretical Framework
  - Designing, Implementing, Evaluating, and Disseminating Results of a Surveillance System
    - Designing the System
    - Implementing the System
    - Evaluation
    - Dissemination
  - Case Studies
    - Using HINTS Domestically
    - Using HINTS Globally
  - Recommended Readings
  - Online Tools and Resources
  - References
- Chapter 19 Cultural Beacons in Health Communication: Leveraging Overlooked Indicators and Grassroots Wisdoms (Laurel J. Felt, University of Southern California Lucía Durá & Arvind Singhal, University of Texas at El Paso)
  - Theoretical Frame for Cultural Beacons
    - Traditional Data-Gathering Delimits Understanding
    - Participatory, Non-Textual Data-Gathering Enhances Understanding
    - Local Wisdom and Grassroots Epistemologies Need to Be Understood
  - Cultural Beacons Revealed in the Field
    - Mats, Home Goods, G-nuts and Birds in Uganda
    - Birthdays, Boyfriends and Bicycles in India
  - Implications for Designing Health Communication Projects
    - Designing with Cultural Beacons in Mind
    - Discovering CBs: “Invisible” and Embedded Indicators
    - Evaluating Cultural Beacons
  - Conclusion
  - Acknowledgements
  - Recommended Readings
  - Additional Resources
  - References
- Chapter 20 Evaluating Health Communication Interventions (Gary L. Kreps, George Mason University)
  - Introduction: Health Communication and the Need for Evaluation Research
  - The Goals of Evaluation Research
  - The Need for Evaluation Data
  - The Nature of Evaluation Research
  - Validity of Evaluation Research
  - Formative and Summative Evaluation Research
  - Audience Analysis Research
  - Evidence-Based Intervention Efforts
  - Methodological Issues in Evaluation Research
  - Data Reduction and Information Overload
  - Best Practices for Conducting Evaluation Research
  - Building Evaluation Research into Every Communication Program
  - Suggested Readings
  - References
Editors and Chapter Contributors
Index

Pages:

VII, 383

Year:

2013

ISBN (PAPERBACK):

9781433118647 (Active)

ISBN (EPUB):

9781454191711 (Active)

ISBN (PDF):

9781453911969 (Active)

ISBN (MOBI):

9781454191704 (Active)

DOI:

10.3726/978-1-4539-1196-9

Language:

English

Published:

New York, Bern, Berlin, Bruxelles, Frankfurt am Main, Oxford, Wien, 2013. 383 pp.

Do Kyun Kim (PhD, Ohio University) is Assistant Professor and Richard D’Aquin/BORSF Endowed Professor in the Department of Communication at the University of Louisiana at Lafayette.
Arvind Singhal (PhD, University of Southern California) is the Samuel Shirley and Edna Holt Marston Endowed Professor of Communication and Director of the Social Justice Initiative at the University of Texas at El Paso, and the William J. Clinton Distinguished Fellow at the Clinton School of Public Service in Little Rock, Arkansas.
Gary L. Kreps (PhD, University of Southern California) is a University Distinguished Professor at George Mason University, where he serves as Chair of the Department of Communication and directs the Center for Health and Risk Communication. Along with professorships at several universities, he was Chief of the Health Communication and Informatics Research Branch at the National Cancer Institute.

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