Renata Schiavo

Health Communication (eBook, ePUB)

From Theory to Practice

• Format: ePub

Produktbeschreibung

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 well as 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 new or 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 * The evaluation of health communication interventions To access a companion website with instructor resources (PowerPoint presentations for all chapters, sample assignments, and other resources), please visit www.wiley.com/go/schiavo2e This title is also available as a mobile App from MedHand Mobile Libraries. Buy it now from iTunes, Google Play or the MedHand Store.

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Produktdetails

• Verlag: John Wiley & Sons
• Seitenzahl: 656
• Erscheinungstermin: 7. Oktober 2013
• Englisch
• ISBN-13: 9781118416396
• Artikelnr.: 39681467

Autorenporträt

Renata Schiavo, PhD, MA, is a health communication, public health, and global health specialist. She is the founding president and CEO of Health Equity Initiative, a nonprofit organization. She is also a Senior Lecturer at Columbia University Mailman School of Public Health, Department of Sociomedical Sciences.

Inhaltsangabe

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 of Different Theoretical
and Practical Perspectives for Community Mobilization and Citizen
Engagement Programs 190 Impact of Community Mobilization on Health-Related
Knowledge and Practices 194 Key Steps of Community Mobilization Programs
203 The Case for Community Mobilization and Citizen Engagement in Risk and
Emergency Communication 212 Key Concepts 216 For Discussion and Practice
217 Key Terms 218 Chapter 7 Professional Medical Communications 219 In This
Chapter 219 Communicating with Health Care Providers: A Peer-to-Peer
Approach 220 Theoretical Assumptions in Professional Medical (Clinical)
Communications 224 How to Influence Health Care Provider Behavior: A
Theoretical Overview 226 Key Elements of Professional Medical
Communications Programs 228 Overview of Key Communication Channels and
Activities 235 Using IT Innovation to Address Emerging Needs and Global
Health Workforce Gap 237 Prioritizing Health Disparities
inClinicalEducation to Improve Care: The Role of Cross-Cultural Health
Communication 239 Key Concepts 240 For Discussion and Practice 242 Key
Terms 242 Chapter 8 Constituency Relations and Strategic Partnerships in
Health Communication 243 In This Chapter 243 Constituency Relations: A
Practice-Based Definition 244 Recognizing the Legitimacy of All
Constituency Groups 246 Constituency Relations: A Structured Approach 247
Strategies to Develop Successful Multisectoral Partnerships 251 Key
Concepts 260 For Discussion and Practice 261 Key Terms 262 Chapter 9 Policy
Communication and Public Advocacy 263 In This Chapter 263 Policy
Communication and Public Advocacy as Integrated Communication Areas 264
Communicating with Policymakers and Other Key Stakeholders 267 The Media of
Public Advocacy and Public Relations 271 Influencing Public Policy in the
New Media Age 274 Key Concepts 277 For Discussion and Practice 278 Key
Terms 278 Part Three: Planning, Implementing, and Evaluating a Health
Communication Intervention 279 Chapter10 Overview of the Health
Communication Planning Process 281 In This Chapter 281 Why Planning Is
Important 283 Approaches to Health Communication Planning 285 The Health
Communication Cycle and Strategic Planning Process 287 Key Steps of Health
Communication Planning 289 Elements of an Effective Health Communication
Program 295 Establishing the Overall Program Goal: A Practical Perspective
299 Outcome Objectives: Behavioral, Social, and Organizational 300 Key
Concepts 303 For Discussion and Practice 305 Key Terms 306 Chapter11
Situation and Audience Analysis 307 In This Chapter 307 How to Develop a
Comprehensive Situation and Audience Analysis 308 Organizing, Sharing, and
Reporting on Research Findings 333 Common Research Methodologies: An
Overview 335 Key Concepts 353 For Discussion and Practice 354 Key Terms 354
Chapter12 Identifying Communication Objectives and Strategies 355 In This
Chapter 355 How to Develop and Validate Communication Objectives 356
Outlining a Communication Strategy 364 Key Concepts 372 For Discussion and
Practice 372 Key Terms 373 Chapter13 Designing and Implementing an Action
Plan 375 In This Chapter 375 Definition of an Action (Tactical) Plan 376
Key Elements of an Action (Tactical) Plan 379 Integrating Partnership and
Action Plans 398 Planning for a Successful Program Implementation 400 Key
Concepts 404 For Discussion and Practice 405 Key Terms 405 Chapter14
Evaluating Outcomes of Health Communication Interventions 407 In This
Chapter 407 Evaluation as a Key Element of Health Communication Planning
408 Overview of Key Evaluation Trends and Strategies: Why, What, and How We
Measure 409 Integrating Evaluation Parameters That Are Inclusive of
Vulnerable and Underserved Populations 425 EvaluatingNewMedia-Based
Interventions: Emerging Trends and Models 426 Monitoring: An Essential
Element of Program Evaluation 430 Linking Outcomes to a Specific Health
Communication Intervention 432 Evaluation Report 434 Key Concepts 437 For
Discussion and Practice 439 Key Terms 440 Part Four: Case Studies and
Lessons from the Field 441 Chapter15 Health Communication in the United
States: Case Studies and Lessons from the Field 443 In This Chapter
443 From Theory to Practice: Select Case Studies from the United States 444
Emerging Trends and Lessons 464 Key Concepts 465 For Discussion and
Practice 466 Key Term 466 Chapter16 Global Health Communication: Case
Studies and Lessons from the Field 467 In This Chapter 467 From Theory to
Practice: Select Case Studies on Global Health Communication 468 Emerging
Trends and Lessons 490 Key Concepts 492 For Discussion and Practice 493 Key
Terms 493 Appendix A Examples of Worksheets and Resources on Health
Communication Planning 495 Appendix B Sample Online Resources on Health
Communication 509 Glossary 523 References 539 Name Index 593 Subject Index
601