Health Communication Message Design: Theory and Practice

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Hyunyi Cho
SAGE, Oct 26, 2011 - Language Arts & Disciplines - 277 pages
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This one of a kind text illustrates the importance of effective communication in disease prevention and health promotion by building theory-based messages while being responsive to diverse audience needs. This book clearly explains core health communication principles and processes for designing effective messages for health communication interventions and campaigns while integrating perspectives from multiple areas including psychology, public health, and social marketing.

Key features:

* theory-based message design links theory and practice by explaining how psychosocial theories of behaviour change can be used to design effective health communication messages

* audience-centered message design provides clarity on how diverse audiences' cultures, beliefs, barriers, and needs can be effectively addressed

* suggested further readings guide students through additional theory and research

* end-of-chapter discussion questions encourage critical thinking about the implication of each chapter on future theory, research, and practice relevant to health communication message design and evaluation

* a glossary.

 

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Contents

Lessons From the Story of GainFramed and LossFramed Persuasive Messages
3
Chapter 2 The Integrative Model of Behavioral Prediction as a Tool for Designing Health Messages
21
Chapter 3 Health Risk Message Design Using the Extended Parallel Process Model
41
Chapter 4 Using Emotional Appeals in Health Messages
59
Chapter 5 Designing Inoculation Messages for Health Communication Campaigns
73
A CultureCentric Approach
95
Part II AudienceCentered Message Design
113
Chapter 7 The Cultural Variance Framework for Tailoring Health Messages
115
Chapter 10 Addressing Health Literacyi n the Design of Health Messages
171
Chapter 11 Addressing Fatalism With Health Messages
191
Chapter 12 Designing Messages for Individuals in Different Stages of Change
209
Chapter 13 Designing High Sensation Value Messages for the Sensation Seeking Audience
231
Glossary
249
Author Index
253
Subject Index
265
About the Editor
273

Chapter 8 The Communication Theory of Identity as a Framework for Health Message Design
137
Chapter 9 Religiosity Spirituality and the Design of Health Communication Messages and Interventions
153
About the Contributors
275
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About the author (2011)

Hyunyi Cho (PhD, Michigan State University) is a professor of communication at Purdue University. Her program of research examines the effects of communication on judgments and actions relevant to environmental risk and health risk and the role of messages and the media in social change and behavior change processes.

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