The Handbook of Global Health Communication


International in scope, The Handbook of Global Health Communication offers a comprehensive and up-to-date analysis of the role of communication processes in global public health, development and social change

  • Brings together 32 contributions from well-respected scholars and practitioners in the field, addressing a wide range of communication approaches in current global health programs
  • Offers an integrated view that links communication to the ...
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The Handbook of Global Health Communication

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International in scope, The Handbook of Global Health Communication offers a comprehensive and up-to-date analysis of the role of communication processes in global public health, development and social change

  • Brings together 32 contributions from well-respected scholars and practitioners in the field, addressing a wide range of communication approaches in current global health programs
  • Offers an integrated view that links communication to the strengthening of health services, the involvement of affected communities in shaping health policies and improving care, and the empowerment of citizens in making decisions about health
  • Adopts a broad understanding of communication that goes beyond conventional divisions between informational and participatory approaches
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What People Are Saying

From the Publisher
“Obregon and Waisbord have assembled an impressively diversecollection of perspectives.  This book will challenge thenotions and deepen the understanding of health communication ofboth the aspiring student and the seasonedpractitioner.”
- Marc Boulay, Johns Hopkins University

The Handbook of Global Health Communicationrepresents an enormous step forward in bringing healthcommunication fully into the field of implementation science. Its insights into the practice of health communication and itsadvances in theory are invaluable for any serious reader of health,communication, and development in the 21st century.”
- Ariel Pablos-Mendez, U.S. Agency for InternationalDevelopment

“The centrality of addressing the social determinants ofhealth in order to achieve improved population health makes thispublication a welcome and essential contribution to the training ofpublic health professionals internationally.”
- Sharon Fonn, University of the Witwatersrand, SouthAfrica

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Product Details

  • ISBN-13: 9781444338621
  • Publisher: Wiley
  • Publication date: 5/22/2012
  • Series: Handbooks in Communication and Media Series , #26
  • Edition description: New Edition
  • Edition number: 1
  • Pages: 680
  • Product dimensions: 7.10 (w) x 9.80 (h) x 1.50 (d)

Meet the Author

Rafael Obregon is Associate Professor in the School of MediaArts & Studies and Director of the Communication andDevelopment Studies Program at Ohio University. He has taught andserved as an administrator for the Program for Social Communicationat Colombia's Universidad del Norte and has taught and conductedresearch in Africa, Asia and Latin America. He serves on theeditorial board of several journals, including the Journal ofHealth Communication. His research interests are healthcommunication and development, capacity strengthening, andmonitoring and evaluation.

Silvio Waisbord is Professor in the School of Media andPublic Affairs at George Washington University. He is theeditor-in-chief of the International Journal ofPress/Politics. From 2002 to 2005, he was Senior ProgramOfficer in the Academy for Educational Development. He hasconducted research and lectured in Latin America and Africa. Hisareas of interest are journalism and politics, and the role ofmedia and communication in development and global healthprograms.

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Table of Contents

Notes on Contributors x

Acknowledgments xxi

Introduction 1

Part I Perspectives on Communication and Global Health7

1 Theoretical Divides and Convergence in Global HealthCommunication 9
Silvio Waisbord and Rafael Obregon

2 New Perspectives on Global Health Communication: AffirmingSpaces for Rights, Equity, and Voices 34
Collins O. Airhihenbuwa and Mohan J. Dutta

3 Rethinking Health Communication in Aid and Development52
Elizabeth Fox

4 Toward a Global Theory of Health Behavior and Social Change70
Douglas Storey and Maria Elena Figueroa

Part II Theoretical Perspectives on and Approaches to HealthCommunication in a Global Context 95

5 The Impact of Health Communication Programs 97
Jane T. Bertrand, Stella Babalola, and Joanna Skinner

6 Promoting Health through Entertainment-Education Media: Theoryand Practice 121
William J. Brown

7 Interpersonal Health Communication: An Ecological Perspective144
Rukhsana Ahmed

8 Community Health and Social Mobilization 177
Catherine Campbell and Kerry Scott

9 Health, News, and Media Information 194
Jesus Arroyave

10 Using Complexity-Informed Communication Strategies to AddressComplex Health Issues: The Case of Puntos de Encuentro, Nicaragua215
Virginia Lacayo

11 Community Media, Health Communication, and Engagement: ATheoretical Matrix 233
Linje Manyozo

12 Global E-health Communication 251
L. Suzanne Suggs and Scott C. Ratzan

13 Managing Fear to Promote Healthy Change 274
Merissa Ferrara, Anthony J. Roberto, and Kim Witte

14 Innovations in the Evaluation of Social Change Communicationfor HIV and AIDS 288
Ailish Byrne and Robin Vincent

Part III Case Studies of Applied Theory and Innovation309

15 Mobile Phones: Opening New Channels for HealthCommunication
Katherine de Tolly and Peter Benjamin 311

16 Social Marketing and Condom Promotion in Madagascar: A CaseStudy in Brand Equity Research 330
W. Douglas Evans, Kim Longfi eld, Navendu Shekhar, AndryRabemanatsoa, Ietje Reerink, and Jeremy Snider

17 Participatory Health Communication Research: Four Tools toComplement the Interview 348
Karen Greiner

18 Egypt’s Mabrouk! Initiative: A CommunicationStrategy for Maternal/Child Health and Family Planning Integration374
Ron Hess, Dominique Meekers, and J. Douglas Storey

19 Risk Communication and Emerging Infectious Diseases: Lessonsand Implications for Theory–Praxis from Avian Infl uenzaControl 408
Ketan Chitnis

20 Journalism and HIV: Lessons from the Frontline of BehaviorChange Communication in Mozambique 426
Gregory Alonso Pirio

21 jovenHABLAjoven: Lessons Learned about Interpellation, PeerCommunication, and Second-Generation Edutainment in Sexuality andGender Projects among Young People 444
Jair Vega Casanova and Carmen R. Mendivil Calderón

22 Changing Gender Norms for HIV and Violence Risk Reduction: AComparison of Male-Focused Programs in Brazil and India 469
Julie Pulerwitz, Gary Barker, and Ravi Verma

23 Women’s Health and Healing in the Peruvian Amazon:Minga Perú’s Participatory Communication Approach488
Ami Sengupta and Eliana Elias

24 Positive Deviance, Good for Global Health 507
Arvind Singhal and Lucía Durá

25 Health Promotion from the Grassroots: Piloting a Radio SoapOpera for Latinos in the United States 522
María Beatriz Torres

26 “Children can’t wait”: Social Mobilizationto Secure Children’s Rights to Social Security 539
Shereen Usdin and Nicola Christofides

Part IV Crosscutting Issues 557

27 Capacity Building (and Strengthening) in HealthCommunication: The Missing Link 559
Rafael Obregon and Silvio Waisbord

28 Institutionalizing Communication in International Health: TheUSAID–Johns Hopkins University Partnership 582
Jose Rimon II and Suruchi Sood

29 Communication and Public Health in a Glocalized Context:Achievements and Challenges 608
Thomas Tufte

Part V Conclusions: Rethinking the Field 623

30 Toward Social Justice in Directed Social Change: Rethinkingthe Role of Development Support Communication 625
Srinivas R. Melkote

31 Conclusions: Why Communication Matters in Global Health642
Silvio Waisbord and Rafael Obregon

Index 652

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