Week 3 Flashcards
What are the factors influencing media campaign effectiveness?
awareness
instruction
persuasion
What are the characteristics of persuasive messages?
credibility: content is accurate and valid
engaging: attractive, entertaining, interesting, rousing
Relevant: to the target audience; salient
Understandable: simple, explicit, detailed, comprehensive
Celebrity endorsement in health messaging is designed to:
enhance the impact and endorse appropriate behaviour
i.e. Chopper and drink driving + Stephanie Rice and being sunsmart + Warnie and not smoking
What are the models of behaviour change?
Health Belief Model, Theory of Reasoned Action/Theory of Planned Behaviour, the Transtheoretical Model
What are some of the indirect effects of health messaging?
Decision making not always logical
Not necessarily based on evidence
Influence of character role models - not real
What are some of the factual inaccuracies in health messaging?
The way a show is edited with an agenda
Incomplete coverage or avoidance of topics
Misrepresentation and under/over reporting
Competing messages juxtaposed together
Disinformation and exaggeration i.e. HRT causes breast cancer
What are some of the negative health behaviours of role models?
Unrealistic body types
Excessive alcohol/cigarette use
Unhealthy behaviours paired with positive characteristics
Downplay of negative effects of bad behaviours
What is media literacy?
Ability to access, analyse and evaluate what you see, hear and read in the media.
Who created the message and why?
What techniques are used to attract attention?
What lifestyle and POV are represented?
What is omitted and why?
What is Simpson’s paradox?
The notion that the same data can reveal opposite/conflicting outcomes.
To overcome, must check the variables, factors being tested, promoted i.e. gender, age, health quality.
