Health Communication: From Theory to Practice / Edition 1

Paperback (Print)
Rent
Rent from BN.com
$18.67
(Save 75%)
Est. Return Date: 10/21/2014
Buy Used
Buy Used from BN.com
$44.11
(Save 41%)
Item is in good condition but packaging may have signs of shelf wear/aging or torn packaging.
Condition: Used – Good details
Used and New from Other Sellers
Used and New from Other Sellers
from $1.99
Usually ships in 1-2 business days
(Save 97%)
Other sellers (Paperback)
  • All (17) from $1.99   
  • New (6) from $26.25   
  • Used (11) from $1.99   

Overview

Now in its second edition, Health Communication: From Theory to Practice provides a comprehensive introduction to theory, intervention design, current issues, and special topics in health communication. The book also represents a hands-on guide to program development, implementation, and evaluation. This second edition further emphasizes the importance of a people-centered and participatory approach to health communication interventions, which takes into account key social determinants of health as well as the interconnection of various health and social fields. While maintaining a strong focus on the importance of behavioral, social, and organizational results as key outcomes of health communication interventions, this second edition also includes new or updated information, theoretical models, resources, and case studies on:

  • Health equity
  • Urban health
  • New media
  • Emergency and risk communication
  • Strategic partnerships in health communication
  • Policy communication and public advocacy
  • Cultural competence
  • Health literacy
  • The evaluation of health communication interventions
Read More Show Less

Product Details

  • ISBN-13: 9780787982058
  • Publisher: Wiley
  • Publication date: 4/6/2007
  • Series: Jossey-Bass Public Health Series , #13
  • Edition description: Older Edition
  • Edition number: 1
  • Pages: 464
  • Sales rank: 1,104,298
  • Product dimensions: 6.02 (w) x 9.09 (h) x 1.28 (d)

Meet the Author

Renata Schiavo, PhD, MA, is a health communication, public health, and global health specialist. She is the founding president and CEO of Health Equity Initiative, a nonprofit organization. She is also a Senior Lecturer at Columbia University Mailman School of Public Health, Department of Sociomedical Sciences.

Read More Show Less

Table of Contents

Tables, Figures, Exhibits, and Numbered Boxes ix

Preface xv

Acknowledgments xvii

The Author xxi

Introduction xxiii

Part One: Introduction to Health Communication 1

Chapter 1 What Is Health Communication? 3

In This Chapter 3

Defining Health Communication 4

Health Communication in the Twenty-First Century: Key Characteristics and Defining Features 9

The Health Communication Environment 22

Health Communication in Public Health, Health Care, and Community Development 23

The Role of Health Communication in the Marketing Mix 25

Overview of Key Communication Areas 26

The Health Communication Cycle 28

What Health Communication Can and Cannot Do 29

Key Concepts 31

For Discussion and Practice 32

Key Terms 32

Chapter 2 Current Health Communication Theories and Issues 33

In This Chapter 33

Use of Communication Models and Theories: A Premise 34

Key Theoretical Influences in Health Communication 35

Select Models for Strategic Behavior and Social Change Communication 57

Other Theoretical Influences and Planning Frameworks 62

Current Issues and Topics in Public Health and Health Care: Implications for Health Communication 64

Key Concepts 81

For Discussion and Practice 82

Key Terms 82

Chapter 3 Culture and Other Influences on Conceptions of Health and Illness 83

In This Chapter 83

What Is Culture? 84

Approaches in Defining Health and Illness 85

Understanding Health in Different Contexts: A Comparative Overview 88

Gender Influences on Health Behaviors and Conceptions of Health and Illness 91

Health Beliefs Versus Desires: Implications for Health Communication 94

Cultural Competence and Implications for Health Communication 97

Key Concepts 99

For Discussion and Practice 99

Key Terms 100

Part Two: Health Communication Approaches and Action Areas 101

Chapter 4 Interpersonal Communication 103

In This Chapter 103

The Dynamics of Interpersonal Behavior 104

Social and Cognitive Processes of Interpersonal Communication 106

Community Dialogue as an Example of Interpersonal Communication at Scale 111

The Power of Personal Selling and Counseling 112

Communication as a Core Clinical Competency 116

Implications of Interpersonal Communication forTechnology- Mediated Communications 128

Key Concepts 129

For Discussion and Practice 131

Key Terms 132

Chapter 5 Mass Media and New Media Communication, and Public Relations 133

In This Chapter 133

Health Communication in the New Media Age: What Has Changed and What Should Not Change 134

The Media of Mass Communication and Public Relations 138

Public Relations Defined: Theory and Practice 139

Mass Media, Health-Related Decisions, and Public Health 149

New Media and Health 157

Reaching the Underserved with Integrated New Media Communication 170

Mass Media– and New Media–Specific Evaluation Parameters 171

Key Concepts 174

For Discussion and Practice 176

Key Terms 177

Chapter 6 Community Mobilization and Citizen Engagement 179

In This Chapter 179

Community Mobilization and Citizen Engagement: A Bottom- Up Approach 180

Community Mobilization as a Social Process 182

Engaging Citizens in Policy Debates and Political Processes 188

Implications of Different Theoretical and Practical Perspectives for Community Mobilization and Citizen Engagement Programs 190

Impact of Community Mobilization on Health-Related Knowledge and Practices 194

Key Steps of Community Mobilization Programs 203

The Case for Community Mobilization and Citizen Engagement in Risk and Emergency Communication 212

Key Concepts 216

For Discussion and Practice 217

Key Terms 218

Chapter 7 Professional Medical Communications 219

In This Chapter 219

Communicating with Health Care Providers: A Peer-to-Peer Approach 220

Theoretical Assumptions in Professional Medical (Clinical) Communications 224

How to Influence Health Care Provider Behavior: A Theoretical Overview 226

Key Elements of Professional Medical Communications

Programs 228

Overview of Key Communication Channels and Activities 235

Using IT Innovation to Address Emerging Needs and Global Health Workforce Gap 237

Prioritizing Health Disparities inClinicalEducation to Improve Care: The Role of Cross-Cultural Health Communication 239

Key Concepts 240

For Discussion and Practice 242

Key Terms 242

Chapter 8 Constituency Relations and Strategic Partnerships in Health Communication 243

In This Chapter 243

Constituency Relations: A Practice-Based Definition 244

Recognizing the Legitimacy of All Constituency Groups 246

Constituency Relations: A Structured Approach 247

Strategies to Develop Successful Multisectoral Partnerships 251

Key Concepts 260

For Discussion and Practice 261

Key Terms 262

Chapter 9 Policy Communication and Public Advocacy 263

In This Chapter 263

Policy Communication and Public Advocacy as Integrated Communication Areas 264

Communicating with Policymakers and Other Key Stakeholders 267

The Media of Public Advocacy and Public Relations 271

Influencing Public Policy in the New Media Age 274

Key Concepts 277

For Discussion and Practice 278

Key Terms 278

Part Three: Planning, Implementing, and Evaluating a Health Communication Intervention 279

Chapter10 Overview of the Health Communication Planning Process 281

In This Chapter 281

Why Planning Is Important 283

Approaches to Health Communication Planning 285

The Health Communication Cycle and Strategic Planning Process 287

Key Steps of Health Communication Planning 289

Elements of an Effective Health Communication Program 295

Establishing the Overall Program Goal: A Practical Perspective 299

Outcome Objectives: Behavioral, Social, and Organizational 300

Key Concepts 303

For Discussion and Practice 305

Key Terms 306

Chapter11 Situation and Audience Analysis 307

In This Chapter 307

How to Develop a Comprehensive Situation and Audience

Analysis 308

Organizing, Sharing, and Reporting on Research Findings 333

Common Research Methodologies: An Overview 335

Key Concepts 353

For Discussion and Practice 354

Key Terms 354

Chapter12 Identifying Communication Objectives

and Strategies 355

In This Chapter 355

How to Develop and Validate Communication Objectives 356

Outlining a Communication Strategy 364

Key Concepts 372

For Discussion and Practice 372

Key Terms 373

Chapter13 Designing and Implementing an Action Plan 375

In This Chapter 375

Definition of an Action (Tactical) Plan 376

Key Elements of an Action (Tactical) Plan 379

Integrating Partnership and Action Plans 398

Planning for a Successful Program Implementation 400

Key Concepts 404

For Discussion and Practice 405

Key Terms 405

Chapter14 Evaluating Outcomes of Health Communication

Interventions 407

In This Chapter 407

Evaluation as a Key Element of Health Communication Planning 408

Overview of Key Evaluation Trends and Strategies: Why,

What, and How We Measure 409

Integrating Evaluation Parameters That Are Inclusive of Vulnerable and Underserved Populations 425

EvaluatingNewMedia–Based Interventions: Emerging Trends

and Models 426

Monitoring: An Essential Element of Program Evaluation 430

Linking Outcomes to a Specific Health Communication

Intervention 432

Evaluation Report 434

Key Concepts 437

For Discussion and Practice 439

Key Terms 440

Part Four: Case Studies and Lessons from the Field 441

Chapter15 Health Communication in the United States: Case Studies and Lessons from the Field 443

In This Chapter 443

From Theory to Practice: Select Case Studies from the United States 444

Emerging Trends and Lessons 464

Key Concepts 465

For Discussion and Practice 466

Key Term 466

Chapter16 Global Health Communication: Case Studies and Lessons from the Field 467

In This Chapter 467

From Theory to Practice: Select Case Studies on Global Health Communication 468

Emerging Trends and Lessons 490

Key Concepts 492

For Discussion and Practice 493

Key Terms 493

Appendix A Examples of Worksheets and Resources on Health

Communication Planning 495

Appendix B Sample Online Resources on Health Communication 509

Glossary 523

References 539

Name Index 593

Subject Index 601

Read More Show Less

Customer Reviews

Average Rating 4.5
( 2 )
Rating Distribution

5 Star

(1)

4 Star

(1)

3 Star

(0)

2 Star

(0)

1 Star

(0)

Your Rating:

Your Name: Create a Pen Name or

Barnes & Noble.com Review Rules

Our reader reviews allow you to share your comments on titles you liked, or didn't, with others. By submitting an online review, you are representing to Barnes & Noble.com that all information contained in your review is original and accurate in all respects, and that the submission of such content by you and the posting of such content by Barnes & Noble.com does not and will not violate the rights of any third party. Please follow the rules below to help ensure that your review can be posted.

Reviews by Our Customers Under the Age of 13

We highly value and respect everyone's opinion concerning the titles we offer. However, we cannot allow persons under the age of 13 to have accounts at BN.com or to post customer reviews. Please see our Terms of Use for more details.

What to exclude from your review:

Please do not write about reviews, commentary, or information posted on the product page. If you see any errors in the information on the product page, please send us an email.

Reviews should not contain any of the following:

  • - HTML tags, profanity, obscenities, vulgarities, or comments that defame anyone
  • - Time-sensitive information such as tour dates, signings, lectures, etc.
  • - Single-word reviews. Other people will read your review to discover why you liked or didn't like the title. Be descriptive.
  • - Comments focusing on the author or that may ruin the ending for others
  • - Phone numbers, addresses, URLs
  • - Pricing and availability information or alternative ordering information
  • - Advertisements or commercial solicitation

Reminder:

  • - By submitting a review, you grant to Barnes & Noble.com and its sublicensees the royalty-free, perpetual, irrevocable right and license to use the review in accordance with the Barnes & Noble.com Terms of Use.
  • - Barnes & Noble.com reserves the right not to post any review -- particularly those that do not follow the terms and conditions of these Rules. Barnes & Noble.com also reserves the right to remove any review at any time without notice.
  • - See Terms of Use for other conditions and disclaimers.
Search for Products You'd Like to Recommend

Recommend other products that relate to your review. Just search for them below and share!

Create a Pen Name

Your Pen Name is your unique identity on BN.com. It will appear on the reviews you write and other website activities. Your Pen Name cannot be edited, changed or deleted once submitted.

 
Your Pen Name can be any combination of alphanumeric characters (plus - and _), and must be at least two characters long.

Continue Anonymously
Sort by: Showing 1 Customer Reviews
  • Anonymous

    Posted August 11, 2010

    No text was provided for this review.

Sort by: Showing 1 Customer Reviews

If you find inappropriate content, please report it to Barnes & Noble
Why is this product inappropriate?
Comments (optional)