The mass media are intensively employed in public health. Vast sums are spent annually for
materials and salaries that have gone into the production and distribution of booklets,
pamphlets, exhibits, newspaper articles, and radio and television programs. These media
are employed at all levels of public health in the hope that three effects might occur: the
learning of correct health information and knowledge, the changing of health attitudes and
values and the establishment of new health behavior.
Mass media campaigns have long been a tool for promoting public health (Noar, 2006) being
widely used to expose high proportions of large populations to messages through routine
uses of existing media, such as television, radio, and newspapers. Communication
campaigns involving diverse topics and target audiences have been conducted for decades.
Some reasons why information campaigns fail’ is an early landmark in the literature.
Exposure to such messages is, therefore, generally passive (Wakefield, 2010). Such
campaigns are frequently competing with factors, such as pervasive product marketing,
powerful social norms, and behaviours driven by addiction or habit.
Mass media campaigns have generally aimed primarily to change knowledge, awareness
and attitudes, contributing to the goal of changing behaviour. There has not normally been a
high expectation that such campaigns on their own would change people’s behaviour.
Theory suggests that, as with other preventive health efforts, mass media campaigns are
most likely to reduce unhealthy attitudes if their messages are reinforced by other efforts.
Reinforcing factors may include law enforcement efforts, grassroots activities, and other
media messages.
The mass media are intensively employed in public health. Vast sums are spent annually formaterials and salaries that have gone into the production and distribution of booklets,pamphlets, exhibits, newspaper articles, and radio and television programs. These mediaare employed at all levels of public health in the hope that three effects might occur: thelearning of correct health information and knowledge, the changing of health attitudes andvalues and the establishment of new health behavior.Mass media campaigns have long been a tool for promoting public health (Noar, 2006) beingwidely used to expose high proportions of large populations to messages through routineuses of existing media, such as television, radio, and newspapers. Communicationcampaigns involving diverse topics and target audiences have been conducted for decades.Some reasons why information campaigns fail’ is an early landmark in the literature.Exposure to such messages is, therefore, generally passive (Wakefield, 2010). Suchcampaigns are frequently competing with factors, such as pervasive product marketing,powerful social norms, and behaviours driven by addiction or habit.Mass media campaigns have generally aimed primarily to change knowledge, awarenessand attitudes, contributing to the goal of changing behaviour. There has not normally been ahigh expectation that such campaigns on their own would change people’s behaviour.Theory suggests that, as with other preventive health efforts, mass media campaigns aremost likely to reduce unhealthy attitudes if their messages are reinforced by other efforts.Reinforcing factors may include law enforcement efforts, grassroots activities, and othermedia messages.
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