Communication skills are essential to effective health promotion and public health practice. This textbook bridges the gap between health communication theory and health promotion and public health practice. It provides students and practitioners with the knowledge and skills they need to design, plan, implement and evaluate programmes and campaigns.

Social and Psychological Factors

Social and Psychological Factors

Social and psychological factors
Nova CorcoranSue Corcoran

Learning Objectives:

  • Examine social and psychological factors that influence health promotion and health communication in a health context.
  • Explore ways social and psychological factors can impact on health promotion and the implications of this for communication in health promotion.
  • Identify methods of communicating with different audiences taking into consideration their social and psychological characteristics and utilising the example of attitudinal change.

Chapter 1 described communication in health as a multi-level transactional process of information exchange in a health-related context. In order for this transactional process to be effective, a number of key factors need to be taken into account when starting the design of a health communication campaign. This chapter will consider ‘social’ and ‘psychological’ factors of the target ...

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