Synopses & Reviews
"This new edition superbly blends the practical with the theoretical in a well-structured, updated text on health communication. The author has further elaborated on a particularly critical aspect of strategic communication planning: participatory research, emphasizing a key mantra of health communication: Listen to the people." Everold Hosein, PhD, senior communication advisor/consultant to WHO and UNICEF; adjunct professor/ coordinator, WHO and New York University Summer Institute on IMC/Communication for Behavioral Impact (COMBI); adjunct professor/codirector, Global Health Communication Center, Indiana University
"This timely, topical, and relevant update captures the breadth and depth of experiences, interventions, and theories. It serves to provision the novice communicator as well as seasoned academics and executives." Mario R. Nacinovich, Jr., MSC, managing partner, AXON; adjunct faculty member, Boston University; former editor-in-chief, Journal of Communication in Healthcare
"This useful book on the theory and practice of health communication has proved itself in the public health literature. Health communication is integral to public health practice and advocacy and Dr. Schiavo's book is both clearly written and comprehensive." Sally Guttmacher, PhD, professor, Public Health, New York University
"Reflecting the rapid changes in health care, including patient-centered care delivery, and with case studies from the United States and international sites, this edition will be an essential resource for health communicators at all levels of scholarship and practice." Marian Huhman, PhD, Department of Communication, University of Illinois, Urbana-Champaign
"Dr. Schiavo has authored a book that captures new trends and emerging challenges in health communication and development. An essential reading for anyone involved in domestic or global public health initiatives." Rafael Obregon, PhD, chief, Communication for Development Section, UNICEF, New York
Synopsis
Now in its second edition, Health Communication provides a comprehensive introduction to theory, program design, current issues, and special topics in health communications. The book also represents a hands-on guide to program development and implementation. While the book offers a basic understanding of the health communications it also includes advanced topics for health communications practitioners, public health experts, researchers, and health care providers. The book outlines the theory and practice of health communication and contains instructions on how to design and implement communication interventions that ultimately can help improve health outcomes.
Synopsis
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
About 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.
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