Summary Health Communication
Models that are being covered:
- ELM Elaboration Likelyhood Model
- HAPA Health Action Process Approach
- RAT Reasoned Action Theory & Social Norms
- JJM Jiu Jitsu Model
- EPPM Extended Parallel Processing Model
Developing Countries
Predominantly structural factors: Child mortality rate, disease, malnutrition
Developed Countries
Predominantly lifestyle factors: Smoking, dietary choices
Health communication cannot:
- Compensate for inadequate infrastructurs
- Work in absence of policy and regulation
- Be equally effective in addressing all aspects of complex problems
Health communication cycle:
PLANNING
Research and audience biased
Structured approach
Strategic process
IMPLEMENTATION AND MONITORING
Hard work to ensure spotless execution
Monitor progress, results, and audience
feedback
EVALUATION, FEEDBACK AND REFINEMENT
Starts during planning
Continuous part of the communication process
Elaboration Likelyhood Model (ELM)
Model of processing (persuasive) messages
Goal: changing/influencing behaviours some ways to influence behavior
- Financial instruments (taxation)
- Direct regulation (laws)
- Social regulation (public information)
, Central Route Peripheral Route
Deep active processing all information A very superficial glance at the message
Weighing all arguments
Issue relevant: arguments and information Not issue relevant: lay-out, colour, packaging,
sources cues, social proof
Likelyhood of elaboration relies on:
- MOTIVATION to process the message
- CAPACITY to process the message
- OPPORTUNITY to process the message
Motivation
- Situational (Do I get a reward?)
- Isse-related (what is the cost of a wrong decision?)
- Personal (Is this issue important to me personally? Does it affect me personally?)
- Personality (Need for cognition)
Capacity
- Prior knowledge
- Cognitive capacity
Opportunity
- Distraction
- Clarity of the presentation
Motivation Central Route
Capacity Attitude
Opportunity Peripheral Route
A strong attitude (more elaboration)
1. Is persistent over time
2. Is resistant to counter persuasion
3. Is predictive of intention and actual behavior
Health Action Process Approach (HAPA)
- Pre-intenders/ non-intenders
o Not motivated to change
- Inteders
Models that are being covered:
- ELM Elaboration Likelyhood Model
- HAPA Health Action Process Approach
- RAT Reasoned Action Theory & Social Norms
- JJM Jiu Jitsu Model
- EPPM Extended Parallel Processing Model
Developing Countries
Predominantly structural factors: Child mortality rate, disease, malnutrition
Developed Countries
Predominantly lifestyle factors: Smoking, dietary choices
Health communication cannot:
- Compensate for inadequate infrastructurs
- Work in absence of policy and regulation
- Be equally effective in addressing all aspects of complex problems
Health communication cycle:
PLANNING
Research and audience biased
Structured approach
Strategic process
IMPLEMENTATION AND MONITORING
Hard work to ensure spotless execution
Monitor progress, results, and audience
feedback
EVALUATION, FEEDBACK AND REFINEMENT
Starts during planning
Continuous part of the communication process
Elaboration Likelyhood Model (ELM)
Model of processing (persuasive) messages
Goal: changing/influencing behaviours some ways to influence behavior
- Financial instruments (taxation)
- Direct regulation (laws)
- Social regulation (public information)
, Central Route Peripheral Route
Deep active processing all information A very superficial glance at the message
Weighing all arguments
Issue relevant: arguments and information Not issue relevant: lay-out, colour, packaging,
sources cues, social proof
Likelyhood of elaboration relies on:
- MOTIVATION to process the message
- CAPACITY to process the message
- OPPORTUNITY to process the message
Motivation
- Situational (Do I get a reward?)
- Isse-related (what is the cost of a wrong decision?)
- Personal (Is this issue important to me personally? Does it affect me personally?)
- Personality (Need for cognition)
Capacity
- Prior knowledge
- Cognitive capacity
Opportunity
- Distraction
- Clarity of the presentation
Motivation Central Route
Capacity Attitude
Opportunity Peripheral Route
A strong attitude (more elaboration)
1. Is persistent over time
2. Is resistant to counter persuasion
3. Is predictive of intention and actual behavior
Health Action Process Approach (HAPA)
- Pre-intenders/ non-intenders
o Not motivated to change
- Inteders
