Journal 4

Question 1

clear communication index

Answer 1

a research-based tool to help develop and assess public communication materials

Question 2

culturally and linguistically appropriate services (CLAS)

Answer 2

developed to provide a common understanding and consistent definition of culturally and linguistically appropriate healthcare services. they were proposed as one means to correct inequities in the provision of health services and to make healthcare systems more responsive to the needs of all clients.

Question 3

document literacy

Answer 3

the knowledge and skills needed to perform document tasks (i.e., to search, comprehend, and use noncontinuous texts in various formats); part of the NAAL’s scoring of adult literacy

Question 4

health literacy

Answer 4

the ability to understand and use complex health information

Question 5

immigrant

Answer 5

a person who comes to a country to take up permanent residence

Question 6

numeracy

Answer 6

the ability to think and express oneself quantitatively. in reference to health literacy, it encompasses the knowledge and skills required to estimate quantities from food labels, use a glucometer or thermometer correctly, measure medicine doses, or perform any other mathematical operation necessary for non health professionals to manage their own or a loved one’s health care or wellness

Question 7

prose literacy

Answer 7

the ability to read simple, ordinary, or complex sentences to paragraphs; part of the NAAL’s scoring of adult literacy

Question 8

quantitative literacy

Answer 8

the ability to read, understand, and use numbers and calculations in the activities of daily living; part of the NAAL’s scoring of adult literacy

Question 9

SMOG

Answer 9

a measure of readability that estimates the years of education needed to understand a piece of writing. SMOG is an acronym for Simple Measure of Gobbledygook

Question 10

audience segmentation

Answer 10

division of a large group of people into smaller, more homogenous groupings based on shared characteristics for the purpose of communication

Question 11

framing

Answer 11

words (or sometimes images) used to put a message or a data point into a desired context; for example, if your chances of winning the lottery are 1 in 1 million, a positive frame states that 1 person out of 1 million will be a big winner. a negative frame states that 999,999 people out of 1 million will lose. different frames lead people to draw different conclusions even when the same data are being discussed

Question 12

confirmation bias

Answer 12

when we interpret messages such that they confirm what we already believe (e.g., “he only hears what he wants to hear”)

Question 13

personas

Answer 13

the aspect of someone’s character that is presented to or perceived by others

Question 14

primary audience

Answer 14

the group of people most affected by a problem, and whose behavior you hope to change when planning a communication intervention

Question 15

secondary audience

Answer 15

a group or groups of individuals that can help reach or influence the intended audience segment and who are not considered part of the problem. secondary audiences should be identified through profiles created for the primary audiences

Question 16

primary data

Answer 16

data observed or collected directly from first-hand experience

Question 17

secondary data

Answer 17

data collected by someone other than the user, such as census data

Question 18

selective exposure

Answer 18

limiting media exposure to channels that offer information and opinions with which the individual agrees

Question 19

tailoring

Answer 19

as in sewing, this refers to custom fitting health communication material or a message to one person’s needs based on information about that individual. it is often based on theoretical constructs such as readiness stage, health beliefs, and self-efficacy; demographic factors; factors specific to a health behavior or condition; as well as the person’s name and other personal information deemed relevant to the intervention. with software developed by the University of Michigan, this may be done in an online environment

Question 20

targeting

Answer 20

media that use demographic, cultural, or other group references in the media or channel strategy to reach specific audiences. for example, using MTV or BET is a channel strategy to reach youth and black audiences. church-based outreach to promote breast cancer screening among older black women is another targeted channel strategy. billboards and print advertising frequently feature models of recognizable ethnicities, sex, and age to appeal to target market segments. (in the past, this was often called tailoring, until truly individualized communication became feasible through the internet and informatics applications.)

Question 21

hierarchy of effects

Answer 21

the HOE model, created by Robert J. Lavidge and Gary Steiner, suggests that a consumer must go through six steps from viewing an advertisement to purchasing a product: awareness, knowledge, liking, preference, conviction, and purchase. the hierarchy represents a progression of learning and decision making a consumer experiences as a result of advertising

Question 22

gain-framed appeals

Answer 22

message designed to emphasize the advantages of performing a desired behavior

Question 23

loss-framed appeals

Answer 23

messages designed to emphasize the negative outcome of performing a desired behavior

Question 24

gatekeepers

Answer 24

people who have a reputation, or perceived responsibility, for upholding standards in a community. they can help support a behavior change goal if they agree with it, or prevent its adoption if they disagree. very often, popular clergy members, business leaders, or healthcare providers may be community gatekeepers, and it is wise to seek their input when planning an intervention