The Use of Mass Media Campaigns Flashcards
List 5 advantages of Mass Media Campaigns?
- Easy to target a large group
- Excellent for behaviourally focussed messages
- Low cost per head
- Can invoke cognitive or emotional response
- Affects decision making on an individual level
How do Mass media campaigns have DIRECT effects?
- Remove an obstacale to change
- Helps individuals adopt healthy behaviours OR recognise unhealthy social norms
Example: Encouraging safe sex - Emphasise the risk of unsafe sex > Highlight the benefits of condom use > Provide STD infomation > Remind people of positive social norms > Assosiate change with positive self regard.
How do Mass Media campaigns have INDIRECT effects?
- Can set the adenda for discussion about health
- Increases the frequuency of which health is spoken about
- raising SOCIAL NORMS > Pressure to change.
- Leads to potential policy change
How many points does Noar et al (2009) make in relation to the design of Mass Media campains?
7
List the 7 points that Noar et al (2009) suggests in order to design a Mass Media Campaign.
- RESEARCH - Conduct formative research about the target audience.
- Use a conseptual FRAMEWORK
- SEGMENT the audience - into subgroups
- use a message design approach, targeted at each subgroup
- Utilise effective channels which are widely viewed by the target audience
- EVALUATE - does it work?
- Use a sensitive outcome evaluation
What is Rodgers Diffusion of Innovation?
The diffusion of innovation is a theory which seeks to explain how new ideas are spread.
What are the 5 stages of Rodgers Diffusion of Innovation?
- Innovators
- Early Adopters
- Early Majority
- Late Majority
- Laggards
In relation to Rodgers Diffusion of innovation, what is meant by the ‘Innovators’?
Brave individuals who emprace and encourange the change. Innovators are willing to take risks.
In relation to Rodgers Diffusion of innovation, what is meant by the ‘Early Adopters’?
People willing to try out new ideas, but in a careful way.
In relation to Rodgers Diffusion of innovation, what is meant by the ‘Early Majority’?
Thoughtful people who are carefull to adpot change but do so more quickly than the adverage.
In relation to Rodgers Diffusion of innovation, what is meant by the ‘Late Majority’?
These people are often skeptic - they will adpot new ideas but only when the majority are using them.
In relation to Rodgers Diffusion of innovation, what is meant by the ‘Laggards’?
People who embrace ‘the old way’. Very relucant to accept change - will only do so when they become mainstream.
List the 4 factors which influence change?
- Advantages of the new behaviour
- Its combatlity with VALUES and NORMS
- Ease of uptake
- Evidence of its uptake
List the 6 stages of Bartholomew et al (2006)’s Intervention Mapping Approach
- NEEDS ASSESSMENT
- SETTING CHANGE OBJECTIVES
- IDENTIFIYING CHANGE PROCESSES AND TECHNIQUES
- TRANSFER PLAN INTO ACTION
- ADPOTION AND IMPLEMENT
- EVALUATE
Stage one of Bartholomew et al (2006) ‘s Intervention Mapping Approach involves…
Assessing the needs of the target audience, How do they need to change?
Stage two of Bartholomew et al (2006) ‘s Intervention Mapping Approach involves…
- Specify precisely what behaviour is to be changed and how.
- Identify key beliefs.
Stage three of Bartholomew et al (2006) ‘s Intervention Mapping Approach involves…
- Choose a strategy most likely to have an effect on the behaviour
- Good model of the process which has capital for the group
Stage four of Bartholomew et al (2006) ‘s Intervention Mapping Approach involves…
- Review materials and methods (videos, leaflets, education practices etc
- Consult with participants for acceptability
Stage five of Bartholomew et al (2006) ‘s Intervention Mapping Approach involves…
- Who will adopt the strategy? Who will be the change agents
- Change agents must be enlisted and persuaded at this stage
Stage six of Bartholomew et al (2006) ‘s Intervention Mapping Approach involves…
- Research to discover if the strategy has worked
- How well it worked
- How it worked
