Health & Mainstream Messaging Flashcards
What is social marketing or health marketing?
The use of marketing principles to influence human behaviour to improve the health of society
What are the 5 P’s of marketing?
Product, Price, Place, Promotion & Policy
What are some examples of public health social marketing campaigns/messages?
What is health communication?
Uses communication strategies (NOT MARKETING PRINCIPLES) to inform and influence individuals decisions that enhance health
What are the different forms of health communication?
Health communication can communicate behaviour using:
PR (public relations)
Media
Public awareness campaigns and;
interpersonal communication (peer counselling)
What are the steps involved in planning an effective health communication?
- Review background info; define what is out there
- Set objectives/aims
- identify your target audience
- develop and pretest message concepts to decide what you want to say
- select communication channels
- select, create and pretest messages to decide how you want to say it
- develop a promotion plan to decide how to get it out there
- implement communication strategy to get it out there
- evaluate how you did
According to the WHO, what is risk communications and what are the benefits?
Risk communication is the real-time exchange of information and opinions between experts and people who face threats to their survival.
The benefit is that it allows people at risk to make informed decisions about the threats and take protective as well as preventative action
What are the characteristics of misinformation?
Information comes across with a lot of emotions, negative tone, focuses on morality, easier to process and has negativity bias which makes it more memorable and easier to share.
What is the concern of healthcare professionals, researchers and communication scholars about the effects of conflicting health messages in the broader public?
These conflicting messages actually exist in the broader environment, they are noticed by the public and impact the public’s understanding as well as health behaviours
According the WHO, what is an infodemic?
Infodemic is too much information (includes false and misleading information) in digital and physical environments DURING A DISEASE OUTBREAK.
What is the main health misinformation topic and its prevalence on different social media platforms
- Health misinformation was most prevalent in studies related to smoking products and drugs such as opioids and marijuana
Misinformation about vaccines was also very common (HPV vaccine) - The prevalence of health misinformation was the highest on Twitter
What factors were involved in the dissemination and influx of disinformation, conspiracy theories and low-quality information of COVID-19 (infodemic)?
- politicians (Trump) and politically motivated actors
- political far right rather than left (extremisms)
- online spread results in real world consequences (vandalism and vaccine hesitancy)
- science denial (fake experts, logical fallacies, impossible expectations, cherry picking and conspiracy theories)
- different lived experiences (actors may rationally disagree when they have different evidential histories)
What are ecochambers? What is the internet’s echochamber? How do they influence the behaviours of people?
Echochambers are one-sided biased information about ideologies, perspective and thoughts on a topic. For the internet, it creates echochambers using algorithms.
Echochambers blur the lines between what is factual and opinionated. It creates segregation and unjustifiable opinions. As a result, it leads to extreme behaviours
What types of thinking makes someone more susceptible to health misinformation?
Conspiracy thinking, religiosity, conservative ideology, and conservative party identification are associated with more susceptibility to health misinformation.
Demographically: racial minority status
Behaviourally: relying on social media use
What qualities confer strong resistance or less susceptibility to health misinformation?
Subject knowledge, literacy and numeracy, analytical thinking (vs. intuitive thinking), and trust in science confer strong resistance to health misinformation
Demographically: older age and higher educational attainment
Behaviourally: relying on health professional and scientists for information
