Communication Studies 394-0: Undergraduate Research
Seminar
Section 20: Persuasion in Health Contexts
Fall 2009
READINGS FOR 21 OCTOBER
OUTLINE
5. Health communication campaigns
5.1 Health communication campaigns: general overview
5.2 Campaign planning: formative research, audience segmentation, etc.
5.2.1 Overview and general discussions
5.2.2 Some specific examples
5.1 Health communication campaigns: general overview
For further reading:
Rogers, E. M., & Storey, J. D. (1987). Communication campaigns. In C. R. Berger & S. H. Chaffee (Eds.), Handbook of communication science (pp. 817-846). Newbury Park, CA: Sage.
Wartella, E. A., & Stout, P. A. (2002). The evolution of mass media and health persuasion models. In W. D. Crano & M. Burgoon (Eds.), Mass media and drug prevention: Classic and contemporary theories and research (pp. 19-34). Mahwah, NJ: Lawrence Erlbaum.
5.2 Campaign planning: formative research, audience segmentation, etc.
5.2.1 Overview and general discussions
Atkin, C. K., & Freimuth, V. S. (2001). Formative evaluation research in campaign design. In R. E. Rice & C. K. Atkin (Eds.), Public communication campaigns (3rd ed., pp. 125-145). Newbury Park, CA: Sage. [copy provided here]
Slater, M. D. (1995). Choosing audience segmentation strategies and methods for health communication. In E. Maibach & R. L. Parrott (Eds.), Designing health messages: Approaches from communication theory and public health practice (pp. 186-198). Thousand Oaks, CA: Sage. [copy provided here]
For further reading:
Slater, M., & Flora, J. (1994). Is health behavior consumer behavior? Health behavior determinants, audience segmentation, and designing media health campaigns. In E. M. Clark, T. C. Brock, & D. W. Stewart (Eds.), Attention, attitude, and affect in response to advertising (pp. 273-285). Hillsdale, NJ: Lawrence Erlbaum.
Witte, K. (1995). Fishing for success: Using the persuasive health message framework to generate effective campaign messages. In E. Maibach & R. L. Parrott (Eds.), Designing health messages: Approaches from communication theory and public health practice (pp. 145-166). Thousand Oaks, CA: Sage.
Kok, G., Schaalma, H., Ruiter, R. A. C., Van Empelen, P., & Brug, J. (2004). Intervention mapping: A protocol for applying health psychology theory to prevention programmes. Journal of Health Psychology, 9, 85-98.
Slater, M. D. (2006). Specification and misspecification of theoretical foundations and logic models for health communication campaigns. Health Communication, 20, 149-157.
Middlestadt, S. E. (2007). What is the behavior? Strategies for selecting the behavior to be addressed by health promotion interventions. In I. Ajzen, D. Albarracin, & R. Hornik (Eds.), Prediction and change of health behavior: Applying the reasoned action approach (pp. 129-147). Mahwah, NJ: Lawrence Erlbaum.
5.2.2 Some specific examples
Witte, K., Peterson, T. R., Vallabhan, S., Stephenson, M. T., Plugge, C. D., Givens, V. K., Todd, J. D., Becktold, M. G., Hyde, M. K., & Jarrett, R. (1993). Preventing tractor-related injuries and deaths in rural populations: Using a persuasive health message framework in formative evaluation research. International Quarterly of Community Health Education, 13, 219-251. [copy provided here]
Fishbein, M., & Yzer, M. C. (2003). Using theory to design effective health behavior interventions. Communication Theory, 13, 164-183. [available online via NU]
Brugge, D., DeJong, W.,
Hyde, J., Le, Q., Shih, C.-S., Wong, A., & Tran, A. (2002). Development of
targeted message concepts for recent Asian immigrants about secondhand smoke. Journal
of Health Communication, 7, 25-37. [available online via NU]
Rodgers, S.,
Chen, Q. M., Duffy, M., & Fleming, K. (2007). Media usage as health
segmentation variables. Journal of Health Communication, 12,
105-120. [available online via NU]
For further reading:
Snyder, L. B., & Rouse, R. A. (1992). Targeting the audience for AIDS messages by actual and perceived risk. AIDS Education and Prevention, 4, 143-159.
Cirksena, M. K., & Flora, J. A. (1995). Audience segmentation in worksite health promotion: A procedure using social marketing concepts. Health Education Research, 10, 211-224.
Beadnell, B., Baker, S. A., Gordon, J. A., Colier, C., Morrison, D., & Ryan, R. (1997). Preventing sexually transmitted diseases (STD) and HIV in women: Using multiple sources of data to inform intervention design. Cognitive and Behavioral Practice, 4, 325-347.
Livingston, P. M., McCarty, C. A., Wood, C. A., Harper, A. C., Keeffe, J. E., & Taylor, H. R. (1998). Use of focus groups to identify health promotion strategies for the early detection of diabetic retinopathy. Australian and New Zealand Journal of Public Health, 22, 220-222.
Cortes, L. M., Gittelsohn, J., Alfred, J., & Palafox, N. A. (2001). Formative research to inform intervention development for diabetes prevention in the Republic of the Marshall Islands. Health Education and Behavior, 28, 696-715.
Fishbein, M., Hall-Jamieson, K., Zimmer, E., von Haeften, I., & Nabi, R. (2002). Avoiding the boomerang: Testing the relative effectiveness of antidrug public service announcements before a national campaign. American Journal of Public Health, 92, 238-245.
Bull, S. S., Cohen, J., Ortiz, C., & Evans, T. (2002). The POWER campaign for promotion of female and male condoms: Audience research and campaign development. Health Communication, 14, 475-491.
Fishbein, M., Cappella, J., Hornik, R., Sayeed, S., Yzer, M., & Ahern, R. K. (2002). The role of theory in developing effective antidrug public service announcements. In W. D. Crano & M. Burgoon (Eds.), Mass media and drug prevention: Classic and contemporary theories and research (pp. 89-117). Mahwah, NJ: Lawrence Erlbaum.
Silk, K. J., Parrott, R. L., & Dillow, M. R. (2003). Using theory to guide formative evaluation of “who’s afraid of franken-food?”: Implications for health message design. Communication Studies, 54, 1-17.
Arthur, D., & Quester, P. (2004). Who’s afraid of that ad? Applying segmentation to the protection motivation model. Psychology and Marketing, 21, 671-696.
Dutta-Bergman, M. J. (2006). A formative approach to strategic message targeting through soap operas: Using selective processing theories. Health Communication, 19, 11-18.
Smith, S. W., Atkin, C. K., Martell, C., Allen, R., & Hembroff, L. (2006). A social judgment theory approach to conducting formative research in a social norms campaign. Communication Theory, 16, 141-152.
Strolla, L. O., Gans, K. M., & Risica, P. M. (2006). Using qualitative and quantitative formative research to develop tailored nutrition intervention materials for a diverse low-income audience. Health Education Research, 21, 465-476.
Young, D. R., Johnson, C. C., Steckler, A., Gittelsohn, J., Saunders, R. P., Saksvig, B. I., Ribisl, K. M., Lytle, L. A., & McKenzie, T. L. (2006). Data to action: Using formative research to develop intervention programs to increase physical activity in adolescent girls. Health Education and Behavior, 33, 97-111.