Take, for example, the case of a 66-year-old Latina. She has been told by her doctor that she should have a mammogram, but her sense of fatalism tells her that it is better not to know if anything is wrong. To know that something is wrong will cause her distress, and this may well lead to even more health problems. Before she leaves her doctor's office, she has decided not to have a mammogram -- that is, until her doctor points out that having one is a way to take care of herself so that she can continue to take care of her family. In this way the decision to have a mammogram feels like a positive step.
Public health communicators and health professionals face dilemmas like this every day. Speaking of Health looks at the challenges of delivering important messages to different audiences. Using case studies in the areas of diabetes, mammography, and mass communication campaigns, it examines the ways in which messages must be adapted to the unique informational needs of their audiences if they are to have any real impact.
Speaking of Health looks at basic theories of communication and behavioral change and focuses on where they apply and where they donot. By suggesting creative strategies and guidelines for speaking to diverse audiences now and in the future, the Institute of Medicine seeks to take health communication into the twenty-first century. In an age in which we are inundated by multiple messages every day, this book will be a critical tool for all who are interested in communicating with diverse communities about health issues.
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Take, for example, the case of a 66-year-old Latina. She has been told by her doctor that she should have a mammogram, but her sense of fatalism tells her that it is better not to know if anything is wrong. To know that something is wrong will cause her distress, and this may well lead to even more health problems. Before she leaves her doctor's office, she has decided not to have a mammogram -- that is, until her doctor points out that having one is a way to take care of herself so that she can continue to take care of her family. In this way the decision to have a mammogram feels like a positive step.
Public health communicators and health professionals face dilemmas like this every day. Speaking of Health looks at the challenges of delivering important messages to different audiences. Using case studies in the areas of diabetes, mammography, and mass communication campaigns, it examines the ways in which messages must be adapted to the unique informational needs of their audiences if they are to have any real impact.
Speaking of Health looks at basic theories of communication and behavioral change and focuses on where they apply and where they donot. By suggesting creative strategies and guidelines for speaking to diverse audiences now and in the future, the Institute of Medicine seeks to take health communication into the twenty-first century. In an age in which we are inundated by multiple messages every day, this book will be a critical tool for all who are interested in communicating with diverse communities about health issues.
Imprint | National Academies Press |
Country of origin | United States |
Release date | November 2002 |
Availability | Expected to ship within 12 - 17 working days |
Authors | Committee on Communication for Behavior Change in the 21st Century: Improving the Health of Diverse Populations, Board on Neuroscience and Behavioral Health, Institute of Medicine, National Research Council, National Academy of Sciences |
Dimensions | 229 x 152 x 29mm (L x W x T) |
Format | Hardcover |
Pages | 380 |
ISBN-13 | 978-0-309-07271-7 |
Barcode | 9780309072717 |
Categories | |
LSN | 0-309-07271-9 |