Theory and Practice in Health Communication Campaigns: A Critical Interrogation

In recent reviews of the body of work on health campaigns, communication scholars discussed the importance of reflective thinking about the capacity of campaigns to effect change; this reflective thinking is especially important in the realm of the increasing gaps in society between the health rich...

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Bibliographic Details
Published in:Health communication 2005-01, Vol.18 (2), p.103-122
Main Author: Dutta-Bergman, Mohan J.
Format: Article
Language:English
Subjects:
Campaigns
Communication
Health
Health Behavior
Health education
Health promotion
Health Promotion - methods
Humans
Public health
Publicity
Social Class
Theory
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Summary:In recent reviews of the body of work on health campaigns, communication scholars discussed the importance of reflective thinking about the capacity of campaigns to effect change; this reflective thinking is especially important in the realm of the increasing gaps in society between the health rich and the health poor and the increasing marginalization of the poorer sections of society. This article critically reviews 3 central theories of health communication campaigns that represent the dominant cognitive approach: theory of reasoned action, health belief model, and the extended parallel process model. After articulating the limitations of these theoretical approaches, the article summarizes new directions in theory, methodology, and application of health communication campaigns targeting marginalized populations.
ISSN:1041-0236
1532-7027
DOI:10.1207/s15327027hc1802_1