chapter 4; Health Communication Practice Strategies and Theories Flashcards
three basic action words in health communication; are […], […], and […]
engage, inform, and persuade
(regardless of who communicating with, process starts with engagement, once begin to interreact then can have opportunity to inform, if strongly believe an option to greatly benefit someone, then try to be persuasive)
health topics into dramatic stories is a practice strategy that implements all three basic action words (engage, inform, persuade)
yes
when informing (three basic action words); engagement is [..] communication with the expectation of timely give and take from all parties. is an end in itself but is also the first step in persuading an audience to [..] and [..] our message
interactive
receive and accept
when informing (three basic action words); the difference between data and information is that information [..] [..]
answers questions
when persuading (three basic action words); requires tapping into something [..] to the object of our [..]
meaningful
attentions
a practice strategy can be described as an [..] or a [..], as it is a planned process to achieve your overall [..] goal of engagement, information or persuasion
approach or a tactic communication
behavioral economics, and the newer neuro-economics, provide clues about which [..] might work best. older economic models operated on the assumption that individuals make decisions based on the logic of [..] [..]. however, studies tell us that human behavior is often [..], [..], and [..]
approach
self interest
irrational, inconsistent, and complex
(we often behave like the kid who would rather eat one marshmallow now than wait five minutes for two marshmallows)
behavioral economics applies information from [..], [..], and [..] to transactions involving goods, services, and wealth and now trickling into healthcare decision making, especially for choices that involve [..] based decisions
psychology, neuroscience and economics
value
given any choice, a “rational” decision maker will select the one that [..] them more than it [..], however, as neuroscience demonstrates, we often use a combination of cognitive ([..]) and affective ([..]) variables to make decisions
benefits, costs
rational, emotional
individual decisions may appear irrational when underlying motivations are not [..] or unseen [..] are at play
obvious
constraints
when individuals believe they have much more to gain than to lose, including the hidden costs of [..], [..], [..] burden, and so forth, then information alone might be [..] to prompt a change
time, energy, emotional
sufficient
educational approaches work best if;
- the recipient of the information has expressed an [..] in, or [..] to, the desired behavior
- the recipient only needs answers to factual questions such as [..], [..], [..], and [..]
- the information is [..], [..], and [..]
- interest, commitment
- what, who, where, and how
- simple, clear, and unambiguous
Safe to Sleep campaign, formerly known as Back to Sleep. long term, nationwide example of a long standing educational program. since 1994, the campaign has been managed by a collaborative led by Eunice Kennedy Shriver National Institute of Child Health and Human Development and the American academy of pediatrics
follow many of the principles of clear health communication , and different culturally targeted versions are available. since the start of the campaign, SIDS rates in the US have decreased by almost 50% in various racial and ethnic groups
some believe that health communication campaigns can be run for a while and then stopped because “everyone will have gotten the message . however, on a population level, it takes a very long time for new behaviors to become embedded .
yes
in contrast to low cost, relatively “easy” behavior changes are those that at first glance appear to be [..] or [..] and offer [..] individual benefits, but upon deeper consideration might yield collective population value. such changes often require enactment of laws or regulations.
difficult or costly
few
social marketing can be defined as the “design, implementation, and control of programs aimed at increasing the [..] of social idea, practice [or product] in one or more groups of target adopters. the process [..] involves the [..] adopters, who voluntarily [..] their time and attention for [..] in meeting their [..] needs as they perceive them
acceptability
actively, target
exchange, help, health
in the world of commercial marketing, people are “consumers” who are trying to solve [..]. sometimes the problems are [..] to them; at other times, their needs are [..]
problems
obvious, hidden
e.g. need a gadget to turn carrots, and other vegetables into noodles, until one was brought to market
the four Ps - product, price, place, and promotion - form the basis for a marketing strategy
yes
in the behavioral and social sciences, theories are systematic ways of understanding what causes an individual or a group to […] in certain ways in specific situations
behave
theories are made up of propositions that explain or predict [..] by illustrating the [..] among variables.
events
relationships
when designing a health communication intervention, we start by searching for modifiable [..] factors. the word “modifiable” suggests that something has been identified as [..] to a [positive or negative] outcome, and we believe we can [increase or reduce] that risk. there are other risk factors about which we can do [..]
risk
contributing , negative
reduce
nothing
typically, humans lose their sponge-like learning abilities around [..]. it is not the elasticity of our minds that has changed, but our [..] to acquire new information as well as how we go about it
puberty
motivation
inoculation theory e.g. when your healthcare provider says, “this may hurt a little bit” so you [..] yourself for the pain. often the pain is less than what you anticipated, thanks to your body’s [..] for a painful sensation
brace
preparation
(also used in politics)
in risk or emergency communication, we use inoculation theory to [..] people that bad news is [..] on the way
prepare
potentially
anticipatory guidance, as used in health care, is almost the reverse of inoculation theory, in that it is meant to make the recipient look [..] to, and be [..] to learn about
forward , ready
e.g. “when you come in for your next prenatal visit we’ll discuss breastfeeding and any questions you might have about how you will feed your newborn”
Extended Parallel Process Model; humans are motivated to minimize [..]. communicating cations that attempt to scare people in to action can [..] due to what Witte described in the extended parallel process model (EPPM)
fear
backfire
when presented with information about a threat, people undergo two parallel lines of thinking; (1) Am I [..] to this threat, and how [..] is it to me? (2) Is there [..] I know that I can take to [..] this threat? This second tactic is based not only on knowledge but also on a sense of personal [..] (referred to as self efficacy) in performing it. if people do not feel able to side step the threat, they might justify [..] by telling themselves that the threat does not pertain to them, deciding the threat is not that serious , or [..] information about the threat altogether
susceptible, dangerous
action, avoid
capability, inaction
ignoring
(e.g. a person might tell you that na aging relative has smoked since childhood and is still in perfect health)
EPPM can be used for audience segmentation for messages by combinations of perceived [..] and self [..]
fear, efficacy
the health belief model (HBM) was one of the first theories developed to explain individual health behaviors. all about beliefs and attitudes pertaining;
susceptibility, severity, effectiveness, self efficacy, costs
susceptibility; the belief that you are at risk
severity; the belief that the condition is serious
effectiveness: the belief that the recommended treatment or prevention is effective
self efficacy: the belief in ones own capacity to perform a desired behavior
costs; the perception of monetary, physical, or psychosocial costs needed to perform a behavior
Transtheoretical Model; also known as the stages of change (SOC) model, indicates that individuals move through a specific [..] process when deciding to change their behavior and then actually changing their behavior.
- pre contemplation, contemplation, preparation, action, maintenance
linear
HBM (the health belief model); works well with those who [..] that they are vulnerable, that proposed interventions will be [..], and that they can [..] the interventions
believe
effective
perform
different individuals may be at [..] stages in this process and therefore must receive interventions or communications that are [..] to individual SOC
different
tailored
social cognitive theory (SCT) hypothesizes that individual behavior is the result of constant interaction between the external environment and internal psychosocial characteristics and perceptions
individual , interaction
external , internal
vicarious (observational) learning is another well recognized construct in the SCT model (social cognitive theory) often used to teach people incremental behavior skills through role modeling
yes
the integrative model (IM) represents an evolved version of Fishbein and Ajzen’s theory of reasons (TRA). also referred to as the reasoned action approach .
yes
the most important assumption of the IM (integrative model) is that the best predictor of behavior is the intention to perform the behavior. this model focuses on the antecedents (predictors) of an individuals intention to perform (or not perform) a behavior. the IM focuses on the following beliefs;
behavioral beliefs, normative beliefs, control beliefs
- behavioral; expectancies about positive or negative outcomes related to performing the behavior. beliefs lead to formation of attitudes
- normative; are perceptions about what relevant others think about performing the behavior, or beliefs about what others are doin. together, these beliefs determine a concept of perceived normative pressure related to the behavior
- control beliefs concern barriers to and facilitators of the behavior and are directly associated with individuals perched behavioral control or self efficacy when performing the behavior
the IM also takes into account various background factors, which influence the constructs in the model differently. include race, gender, personality, education, income, past behavior, etc. + media exposure
yes
(IM) when performing research subject screening interviews or initial surveys of the intended audience:
- determine which of the direct [..] of intention (attitude, perceived norms, self efficacy) best predict [..]
- elicit the beliefs underlying the attitudes, norms, and self efficacy
- design your health communication message or messages to [..] these antecedent beliefs
antecedents, intention
underlying
influence
in IM if environmental barriers exist, rather than designing your communication campaign to change [..] in a population, you might need to focus the campaign on changing [..] that affect the population’s opportunities to perform the behavior
intentions policies
diffusion of innovations (DI) addresses [..] in a group
change
the diffusion of innovations (DI) theory describes how [..] ideas, or innovations, are [..] within and among people, organizations, or communities. DI suggests that innovations spread via [..] communication channels within social systems over a specific period.
new
spread
different
successful diffusion often relies on media communication as well as interpersonal communication and social networking. messages should be targeted to the audience because some audiences are likely to adopt the innovation [..], whereas other audiences will do so late. still other audiences will be the innovators who diffuse the behavior change and will be receptive to very different kinds of messages.
early
innovators in Roger’s terminology are [..] who can create so much buzz around a new idea that it spreads very rapidly throughout a population. this is reminiscent of the traditional targeting of what rogers called “[..] adopters” to lead the majority into adopting a behavior
trendsetters
early
intervention mapping defines theory based methods as being derived from empirical studies of behavior change in individuals or groups. individual studies then use theory in different ways to create theory informed methods. one example of a theory informed method is the use of vicarious learning ([..] from another’s [..]) to promote constructs from SCT
vicarious
experience
intervention mapping; a practice strategy delivers this method in an intervention. e.g., role model stories, a form of entertainment education (EE), are practice strategies built on the construct of vicarious learning from SCT
yes
finally practice strategies can be delivered through activities (or channels), in this case, plays mounted by community theater groups, photo novels, or radio or television soap operas. the script will then be created to implement these activities
yes
theory based method;
vicarious learning
practice strategy;
entertainment education (edutainment)
activities/channels;
role model-narrated stories, photo novels, TV or radio serial drama, social media posts
theory based method;
extended parallel process (fear + ease of solution)
practice strategy; risk communication raising fear of outcome (e.g. skin cancer) and ease of solution (e.g. sunscreen)
activities/ channels;
TV, radio and print public service announcements or native advertising in social media
theory based method; elaboration likelihood model
practice strategy; targeting on peripheral cues of images, music, channels, or spokespersons. tailoring to individual criteria
activities/channels; neighborhood outdoor advertising, targeted print, radio, or TV stations; personalized letters, materials, or interactions; patient navigation, tailoring, and social medial channels
theory based method; stage based behavioral adoption
practice strategy; motivational interviewing; goal setting and rewards
activities/channels;
in person, phone, or online counseling sessions between a trained counselor and client; group meeting , criteria based texting
theory based method; norming (bring attention to actual normative behavior versus perception of minority behavior as norm) - particularly for youth
practice strategy; media advocacy; public relations
activities/channels; radio or TV appearance by leading personalities;
theory based method; self efficacy for skills
practice strategy; breaking complex behavior into steps, breaking it down
activities/channels; do it yourself episode youth media, channels; online communities rewards programs
theory based method; diffusion of innovation; positive deviance
practice strategy; target to adopters; train the trainer models
activities/channels; agricultural extension; online media, group “sensitization” through communities organization partnerships
EE is powerful because people want to be deeply immersed and engaged by a [..]
story
entertainment is an extremely powerful practice strategy for [..] society - perhaps the more enduring one in human civilization
transforming
components that need to be present for a tory to be optimized for behavior change
- behavior change model; what action you want the audience to take after being engaged and motivated.
- good storytelling; engagement starts with a good story
- ubiquitous media; by offering your content in the places the audience members are already spending their time
- participatory experience; design opportunities for the audience to go beyond just consuming what you crate, to enable participation
- real world; ideally, we want the audience to draw the lessons form the story world and apply them to their lives
when planning a multimedia strategy, clearly defining the objective - to [..], to [..], or to [..] - is paramount
inform , persuade, engage
according to HC3, richer communication media, such as face to face communication and some emerging technologies, tend to be more [..] for conveying ambiguous messages because they allow for discussion and immediate feedback, transmission of both verbal and visual information, and greater personalization
effective
important richness factors include
interactivity/feedback; the ability of communicators to interact directly and rapidly with each other
language variety; the ability to support natural (conversational or vernacular) language as distinct from more formal language as distinct from formal language (e.g formalized business language) or abstract language (e.g. mathematical symbols)
tailoring: the ability to modify the message based on the needs of the recipient in real time
affect; the ability to transmit feeling and emotion
for the public at large, Facebook is primarily a means of [..] communication, a form of entertainment, and a source of information
interpersonal
health care professionals prefer professional meetings, professional association sites, peer reviewed journals, research gate, and similar sites for connecting, and the national institutes of of health and CDC websites for their information
yes
TIMS is applied following these steps:
- use the MRT criteria (without taking current use or resource availability into consideration) to identify which medium or combination of media can support the necessary level of communication richest
- use the UGT criteria (without considerating their specific media richness) to identity which media channels each intended audience uses for the intended type of communication (information, entertainment, engagement, etc.)
- the best choice of media usually will be where the MRT and UGT choices overlap. if there are no overlapping choice, consider using multiple channels to disseminate less rich media
if the overall approach is to inform the audience, content needs to appear in the media channels in which consumers have [..]. a good indicator for this is where they get their news. if the overall approach is to engage the audience, select channels that the audience presently uses to [..] with specific communities. the same is true for entertainment strategies. the next consideration is where and when to present your content
faith, engage
there are two important take away messages when predicting, persuading, and guiding behavior change communication
1. health interventions should be grounded in applicable change theories; and
2. behaviors should be addressed systematically, based on health marketing, targeting, and tailoring principles
