Mass media for health communication and behavioural change: a theoretical framework

Gautam, Santosh Kumar and Kumar, Rajesh (2016) Mass media for health communication and behavioural change: a theoretical framework. Journal of Media and Social Development, 4 (3). pp. 20-36. ISSN 2320-8244

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Abstract

Health communication is a technique of informing, influencing, andmotivating individuals, institutions, and public at large about importanthealth issues. Mass media have an important role in healthcommunication. The objective of this study is to investigate the role ofmass media in health communication. A systematic review of differenthealth campaigns based on health communication theories and modelsfor attitudinal and behavioural changes have been done. Researchpapers related to health communication theories and models forattitudinal and behavioural changes published in peer reviewedjournals have been reviewed for the purpose. These research paperswere selected through multiple searches with different key words suchas ‘health communication theories’, ‘television and HIV/AIDS’, ‘healthcommunication for behavioural changes’, on INFLIBNET online librarysuch as Jstor, Taylor and Francis, Willey Blackwell etc. The study findsthat driven by different theories and models, mass media are usingcommunication strategies such as infotainment/edutainment and areusing Sitcoms and Suspense thrillers in developing countries for creatinghealth awareness and for attitudinal and behavioural changes. Thestudy also indicates that television is a powerful tool for informing,influencing and motivating people towards achieving desired behaviourparticularly in relation to HIV/AIDS and other health related issueswhich warrant attitudinal and behavioural changes

Item Type:	Article
Uncontrolled Keywords:	Health communication, attitudinal and behavioural changes, TRA, TPB, HBM, SCT, Cultivation theory, Diffusion of Innovation,HIV/AIDS
Subjects:	A Arts and Humanities > Journalism and Mass Media Communication
Divisions:	Department of > Journalism and Mass Communication
Depositing User:	Dr Raju C
Date Deposited:	23 Mar 2021 11:03
Last Modified:	23 Mar 2021 11:03
URI:	http://eprints.uni-mysore.ac.in/id/eprint/15784

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