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.

Mass Media

Mass media
Nova Corcoran

Learning Objectives:

  • Analyse the role of mass media in health promotion programmes and campaigns.
  • Explore the design of mass media campaigns utilising best practice and the principles of social marketing for health promotion.
  • Examine current debates in the use of media and exploring the alternative roles of media in health promotion contexts.

The use of mass media in health has been strongly linked to the achievement of health promotion aims and continues to be an attractive way to promote health to the wider population. In a health promotion context mass media are most frequently used to provide information across a range of health topics alongside attempts to promote behaviour change. Mass media are also used to advocate social, political and environmental change as well ...

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