Mass Media and Health Promotion

The media serves as a source of accurate information and advocates for positive health behaviors.

The media needs to understand the disease, the surrounding factors, related policies and practices, as well as the recommended health behaviors.

The local and international media acts as a vital link, relaying essential health information from health workers to the wider public.

<p>Training programs aim to educate local media members about the complexities of a disease, enhancing their ability to report accurately and effectively.</p> Signup and view all the answers

<p>Mass media helps expand the reach of health information to a wider audience, particularly in underserved rural areas where face-to-face communication is limited.</p> Signup and view all the answers

<p>The media can inform the public about immunization campaigns, new diseases, and where to seek healthcare.</p> Signup and view all the answers

<p>The media can educate rural populations about preventing infant mortality through vaccination and by disseminating knowledge about diarrheal dehydration and other preventable diseases.</p> Signup and view all the answers

<p>The media can effectively reach large numbers of people with information on seasonal health issues, such as immunization campaigns, availability of new services, or seasonal health behavior changes.</p> Signup and view all the answers

<p>The media can increase community acceptance of health workers by promoting positive messages, addressing concerns, and emphasizing the benefits of utilizing healthcare services.</p> Signup and view all the answers

<p>Media psychology, communication theory, and sociology focus on understanding how media influences individuals and society, including how media messages affect thoughts, attitudes, and behaviors.</p> Signup and view all the answers

<p>Media influence refers to the actual force exerted by a media message that can result in either a change or reinforcement of individual or audience beliefs.</p> Signup and view all the answers

<p>Media effects are the measurable consequences that result from media influence, which can be observed in changes in individuals' or audiences' beliefs, attitudes, and behaviors.</p> Signup and view all the answers

<p>Media influence can depend on factors like audience demographics, psychological characteristics, the type of media, the content, the social context, and individual differences in perception and interpretation.</p> Signup and view all the answers

<p>Media influence can either reinforce existing beliefs or lead to changes in beliefs. Furthermore, it can have short-term or long-lasting effects, be gradual or abrupt, positive or negative.</p> Signup and view all the answers

<p>Researchers analyze the audience's cognition, belief systems, attitudes, emotional responses, physiological changes, and behavioral changes following media exposure.</p> Signup and view all the answers

<p>Many media messages can actually reinforce existing beliefs, rather than leading to changes. This is because people tend to seek out and pay more attention to media messages that align with their pre-existing beliefs, which can lead to a confirmation bias.</p> Signup and view all the answers

<p>Bryant and Zillmann defined media effects as the social, cultural, and psychological impact of communication through mass media.</p> Signup and view all the answers

<p>Perse believes that media effects research should focus on understanding how to control, enhance, or mitigate the impact of mass media on both individuals and society.</p> Signup and view all the answers

<p>The powerful media effects phase dominated from the early 20th century to the 1930s.</p> Signup and view all the answers

<p>This era was marked by a prevailing belief that mass media had a strong influence on individuals' beliefs, cognition, and behaviors, essentially shaping their worldview.</p> Signup and view all the answers

<p>The strong media effects theory assumed that audiences were passive and homogeneous, meaning they were easily and uniformly influenced by media messages.</p> Signup and view all the answers

<p>The two main explanations were the rapid spread of new media technologies and the influence of wartime propaganda.</p> Signup and view all the answers

<p>Mass broadcasting technologies, like radio and film, reached a large audience, even among average households. People were amazed by the speed and reach of information dissemination, associating this phenomenon with the media's power to influence.</p> Signup and view all the answers

<p>Propaganda techniques during wartime, exemplified by strong-effect communication, aimed to unite and mobilize populations. The perceived effectiveness of propaganda reinforced the belief in the media's ability to manipulate and influence large audiences.</p> Signup and view all the answers

<p>Hypodermic needle model</p> Signup and view all the answers

<p>The hypodermic needle model suggests that audience members are vulnerable targets of information that is directly injected or fired at them by mass media, leaving them unable to resist its influence.</p> Signup and view all the answers

<p>The limited media effects phase began in the 1930s, primarily marked by a shift towards empirical research methods.</p> Signup and view all the answers

<p>The shift towards empirical research was driven by the need to better understand the complex nature of media effects, acknowledging the influence of individual differences and recognizing the limitations of the 'one-size-fits-all' approach to media influence.</p> Signup and view all the answers

<p>The Payne Fund studies, conducted in the United States, focused on the impact of media on young people, suggesting that media effects varied among individuals and were not uniform.</p> Signup and view all the answers

<p>Hovland et al.'s series of experiments in the 1940s on using films to indoctrinate American military recruits demonstrated that while films could be effective in persuasion, their impact was not always uniform and dependent on various factors.</p> Signup and view all the answers

<p>Lazarsfeld's research in the 1940s on the effects of political campaigns revealed that these campaigns impacted voters, but the impact was not solely driven by media exposure.</p> Signup and view all the answers

<p>The research during the limited media effects phase highlighted the importance of considering individual differences and various intervening variables in understanding media effects, leading to the realization that media influence is not as direct as previously believed.</p> Signup and view all the answers

<p>Berelson's conclusion emphasized that media effects are complex, not universally powerful, and contingent on various factors like the type of communication, the audience, the context, and the conditions under which it is delivered. He concluded that media only partially explains the influence on individuals and that a multitude of other factors play significant roles.</p> Signup and view all the answers

<p>The two-step flow of communication theory proposes that individuals are influenced by media messages indirectly through opinion leaders who act as intermediaries, relaying and interpreting information to others within their social networks.</p> Signup and view all the answers

<p>Klapper's selective exposure theory states that audiences are not passive recipients of media messages but actively select content that aligns with their pre-existing beliefs and convictions, avoiding information that challenges their existing views.</p> Signup and view all the answers

<p>The rediscovery of powerful media effects phase challenged the prevailing view of limited media effects by providing evidence that mass media messages can lead to significant and measurable social effects.</p> Signup and view all the answers

<p>Lang and Lang argued that the widespread acceptance of the limited media effects theory was unwarranted, challenging the view that media effects are primarily insignificant.</p> Signup and view all the answers

<p>The widespread adoption of television during the 1950s and 1960s signified a shift in media consumption habits, leading to a re-evaluation of the potential impact of television as a powerful and influential medium.</p> Signup and view all the answers

<p>The shift from studying short-term to long-term effects in media research highlighted the possibility of profound long-term media effects, suggesting that media exposure can have lasting and significant impacts on individuals and society.</p> Signup and view all the answers

<p>Long-term media effects research focuses on the impact of media on collective cultural patterns, definitions of social reality, and ideology and institutional behavior.</p> Signup and view all the answers

<p>Media can influence how information is received and interpreted by selectively choosing what to cover, how to frame it, and how to present it, ultimately shaping public opinion and influencing the audience's understanding of events and issues.</p> Signup and view all the answers

<p>The agenda-setting theory suggests that the media's selection of topics and the prominence they give to certain issues influence the public's perception of the importance of those issues.</p> Signup and view all the answers

<p>Framing involves controlling the angles, facts, opinions, and amount of coverage used in a media message, thus influencing how the audience perceives and interprets the information.</p> Signup and view all the answers