Influence of media on BVAs

Question 1

Media

Answer 1

methods of communication such as radio, TV, newspapers, magazine, social media, internet or broadcasting, publishing and internet

Question 2

Advertising

Answer 2

the act or practice of calling public attention to one’s product, service or need, especially by paid advertisements in the media. (E.g. newspapers, magazines, radio, billboards, TV, social media)

Question 3

Marketing

Answer 3

the process or technique of promoting, selling and distributing a product or service including advertising, branding, packaging, storage, distribution and point of sale.

Question 4

Health Behaviour

Answer 4

acts or behaviours performed by a person that can directly affect health outcomes.

Question 5

Culture

Answer 5

describes the way people live, work and play. Attitudes and values of society which impact on behaviours e.g. dress, language, art, music

Question 6

Popular (Pop) Culture

Answer 6

what is considered mainstream or most common; promoted by the media e.g. Australian pop culture – BBQs, sport obsessed, laid back, outdoor lifestyle

Question 7

How do the media aim to influence health behaviour?

Answer 7

The media aims to change people’s beliefs i.e. people become more informed, therefore leading to a change in a person’s attitude (positive - towards a product to purchase it, use it or do it).
* A positive attitude towards a product = greater intention to buy / use / adopt (or change) a behaviour
* The media often promotes ‘everyone’ is involved = more likely for people to follow (creates social / cultural norm)

Question 8

What strategies do the media use to influence health behaviours?

Answer 8

• Opportunities - limited time so don’t miss out or opportunity to be part of something = causes consumers to be quick acting (everyone is doing it)
• Incentives - trying to motivate or encourage someone to do something for a desired outcome e.g. if you purchase this product, it will have this effect on you
• Barriers - the media likes to sell solutions to the barriers people have. Using ‘celebrities’ or ‘real-life’ people to show how they overcame a difficult barrier to achieve success = consumers will have this experience too if they participate in the product, service or experience.

Question 9

Techniques used by the media

Answer 9

• marketing at events/festivals - merchandise & logo repetition linked to the message
• provide evidence – use expert/authorities to inform and educate
• justification - as to the sincerity of the seller (and the message)
• social proof - testimonies by real life people and their experiences
• role modelling - celebrities or role models/recognised persons influence us to take notice
• highlight the positives/negatives (cross benefit analysis) - if the positives outweigh the negatives people are likely to change their attitudes and therefore their behaviours
• modelling overcoming barriers – celebrities/role-models demonstrate how they overcame a barrier to stopping them from changing behaviour, therefore influence us to take notice, we can do this too