METHODS OF TEACHINGAND MEDIA INHEALTH EDUCATION

METHODS OF TEACHINGAND MEDIA INHEALTH EDUCATION
Health awareness goal
Raising awareness, or consciousness, of health issues.
Improving self-awareness, self-esteem, decision making.
Providing information.
Changing the lifestyles of individuals.
Changing the physical or social environment

MASS MEDIA

MASS MEDIA:
Any printed or audio-visual material designed to reach a mass audience. This includes newspapers, magazines, radio, television, billboards, exhibition, display, posters and leaflets
MESSAGE
A cultural communication encoded in signs and symbols

WHAT THE MASS MEDIA CAN AND CANNOT DO
The mass media can:
Raise consciousness about health issues
Help place health on the public agenda
Convey simple information
Change behavior if other enabling factors are present

Using the mass media is effective if:
It is part of an integrated campaign including other elements such as one-to-one advice
The information is new and presented in an emotional context
The information is seen as being relevant for “people like me”

The mass media cannot:
Convey complex information
Teach skills
Shift people’s attitudes or beliefs. If messages are presented which challenge basic beliefs, it is more likely that the message will be ignored, dismissed or interpreted to mean something else
Change behavior in the absence of other enabling factors

CREDIBILITY: The source must be trusted and reliable

CONTEXT: The message should be relevant to the receiver

CONTENT: The message must be meaningful


CLARITY: The receiver must be able to understand the message

CONTINUITY: The message should be consistent without being boring

CHANNELS: The message must use the established

CAPABILITY: The receiver must be capable of acting on the message meaningful

COLLABORATION: Media professionals should be involved to determine how best to use the media
when a wide exposure is desired
when public discussion is likely to facilitate the educational process
when awareness is the main goal
when media is on-side
when accompanying on the ground back-up can be provided