Efnisyfirlit

• Front Matter
  • DEDICATION
  • PREFACE
  • ACKNOWLEDGMENTS
  • THE AUTHOR
  • INTRODUCTION
    • About This Book
    • Who Should Read This Book
    • Overview of the Contents
    • Author's Note
• PART ONE INTRODUCTION TO HEALTH COMMUNICATION
  • INTRODUCTION TO HEALTH COMMUNICATION
  • CHAPTER 1 WHAT IS HEALTH COMMUNICATION?
    • CHAPTER OBJECTIVES
    • Defining Health Communication
      • What Is Communication?
        • intended audiences or key groups
        • communication channels
      • Health Communication Defined
        • health communication
        • vulnerable populations
        • underserved populations
        • health equity
        • Table 1.1 Health Communication Definitions
    • Health Communication in the Twenty-First Century: Key Characteristics and Defining Features
      • communication vehicles
      • Table 1.2 Key Characteristics of Health Communication
      • People-Centered
      • Evidence-Based
        • social determinants of health
        • situation analysis
        • audience analysis
        • audience profile
      • Multidisciplinary
        • stakeholders
        • communication objectives
        • program outcomes
      • Strategic
        • communication strategies
      • Process-Oriented
      • Cost-Effective
      • Creative in Support of Strategy
      • Audience- and Media-Specific
      • Relationship Building
      • Aimed at Behavioral and Social Results
      • Inclusive of Vulnerable and Underserved Groups
        • health disparities
    • The Health Communication Environment
      • Figure 1.1 The Health Communication Environment
    • Health Communication in Public Health, Health Care, and Community Development
      • Health Communication in Public Health
      • Health Communication in Health Care Settings
      • Health Communication in Community Development
        • community development
    • The Role of Health Communication in the Marketing Mix
    • Overview of Key Communication Areas
    • The Health Communication Cycle
      • Figure 1.2 The Health Communication Cycle
    • What Health Communication Can and Cannot Do
      • Table 1.3 What Health Communication Can and Cannot Do
    • Key Concepts
    • FOR DISCUSSION AND PRACTICE
    • KEY TERMS
  • CHAPTER 2 CURRENT HEALTH COMMUNICATION THEORIES AND ISSUES
    • CHAPTER OBJECTIVES
    • Use of Communication Models and Theories: A Premise
    • Key Theoretical Influences in Health Communication
      • Figure 2.1 Health Communication Theory Is Influenced by Different Fields and Families of Theories
      • Selected Behavioral and Social Sciences Theories
        • Diffusion of Innovation Theory
          • Figure 2.2 Attributes of the Audience
          • BOX 2.1 DIFFUSION OF INNOVATION THEORY: A PRACTICAL EXAMPLE
        • Health Belief Model
          • BOX 2.2 THE ADDED-VALUE OF THEORETICAL MODELS IN EVALUATING MASS MEDIA CAMPAIGNS
            • Situation and Program Description
            • Theory-Based Evaluation
            • Conclusions
            • Notes
            • References
        • Social Cognitive Theory
        • Theory of Reasoned Action
          • behavioral beliefs
          • normative beliefs
          • primary audiences
          • secondary audiences
        • Social Norms Theory
          • social norms
          • key influentials roadmap
        • Ideation
          • Figure 2.3 Ideation Theory
        • Convergence Theory
        • Stages of Behavior Change Model
        • Communication for Persuasion Theory
        • Intergroup Theories
      • Mass and New Media Communication Theories
        • Mass Media
          • Cultivation Theory of Mass Media
        • New Media Theories
          • new media
          • social media
      • Marketing-Based Models
        • Social Marketing
          • BOX 2.3 RAISING AWARENESS OF INFANT MORTALITY DISPARITIES IN SAN FRANCISCO
            • Methods
            • Results
        • Integrated Marketing Communications
    • Select Models for Strategic Behavior and Social Change Communication
      • Communication for Development (C4D)
      • Communication for Behavioral Impact
      • Precede-Proceed Model
      • Communication for Social Change
    • Other Theoretical Influences and Planning Frameworks
      • Medical Models
      • Logic Modeling
        • logic modeling
    • Current Issues and Topics in Public Health and Health Care: Implications for Health Communication
      • Figure 2.4 Logic Model and Evaluation Design for a National Program for Infant Mortality Prevention by the Office of Minority Health, Department of Health and Human Services
      • Health Disparities
      • Patient and Community Empowerment
      • The Rise of Chronic Diseases
        • cultural competence
      • Limits of Preventive Medicine and Behaviors
      • A Mobile, On-Demand, and Audience-Driven Communication Environment
      • Low Health Literacy
        • health literacy
        • health literacy–health communication continuum
      • Impact of Managed Care and Other Cost-Cutting Interventions on Health
      • Reemergence of Communicable Diseases
        • crisis and emergency risk communication
        • risk communication
        • emergency risk communication
      • Worldwide Urbanization
      • The Threat of Bioterrorism
      • International Access to Essential Drugs
      • Global Health Workers Brain Drain and Other Capacity-Building Needs in Developing Countries
    • Key Concepts
    • FOR DISCUSSION AND PRACTICE
    • KEY TERMS
  • CHAPTER 3 CULTURE AND OTHER INFLUENCES ON CONCEPTIONS OF HEALTH AND ILLNESS
    • CHAPTER OBJECTIVES
    • What Is Culture?
      • Figure 3.1 Comparing Culture to an Iceberg
      • universal values
      • personal values
    • Approaches in Defining Health and Illness
      • Medical Concept of Health
      • World Health Organization Concept of Health and Its Connection to the Social Determinants of Health
        • Figure 3.2 Health Outcomes as a Complex and Multidimensional Construct
    • Understanding Health in Different Contexts: A Comparative Overview
    • Gender Influences on Health Behaviors and Conceptions of Health and Illness
      • Table 3.1 A Comparative Overview of Ideas of Health and Illness
    • Health Beliefs Versus Desires: Implications for Health Communication
      • Table 3.2 Examples of Disease-Specific Ideas of Illness
    • Cultural Competence and Implications for Health Communication
      • cultural competence
      • audience segmentation
    • Key Concepts
    • FOR DISCUSSION AND PRACTICE
    • KEY TERMS
• PART TWO HEALTH COMMUNICATION APPROACHES AND ACTION AREAS
  • HEALTH COMMUNICATION APPROACHES AND ACTION AREAS
  • CHAPTER 4 INTERPERSONAL COMMUNICATION
    • CHAPTER OBJECTIVES
    • The Dynamics of Interpersonal Behavior
      • Table 4.1 Comparing Cultural Norms and Values
    • Social and Cognitive Processes of Interpersonal Communication
      • Social Cues, Needs, and Factors
      • Cognitive Processes
        • Figure 4.1 The Potential Impact of Interpersonal Communication on Behavior: A Practical Example
    • Community Dialogue as an Example of Interpersonal Communication at Scale
      • community dialogue
    • The Power of Personal Selling and Counseling
      • personal selling
      • BOX 4.1 PERSONAL SELLING AND COUNSELING CASE STUDY
        • Lymphatic Filariasis
          • India, Kenya, Nepal, Philippines, Sri Lanka, and Zanzibar
            • Impact
      • counseling
    • Communication as a Core Clinical Competency
      • BOX 4.2 THE IMPACT OF EFFECTIVE PROVIDER-PATIENT COMMUNICATION ON PATIENT OUTCOMES: A PEDIATRIC NURSE PRACTITIONER'S PERSPECTIVE
      • BOX 4.3 IMPACT OF PHYSICIAN ATTITUDES ON PATIENT BEHAVIOR: A TRUE STORY
      • Prioritizing Health Disparities in Clinical Education
        • cross-cultural health communication
      • Barriers to Effective Provider-Patient Communication
        • Table 4.2 Barriers to Effective Provider-Patient Communication: Patient Factors
      • Trends in Provider-Patient Communication
      • Transforming Provider-Patient Relationships into Partnerships
    • Implications of Interpersonal Communication for Technology-Mediated Communications
    • Key Concepts
    • FOR DISCUSSION AND PRACTICE
    • KEY TERMS
  • CHAPTER 5 MASS MEDIA AND NEW MEDIA COMMUNICATION, AND PUBLIC RELATIONS
    • CHAPTER OBJECTIVES
    • Health Communication in the New Media Age: What Has Changed and What Should Not Change
      • mHealth
      • mass media
      • Table 5.1 Internet and New Media Penetration
      • mass communication
      • Table 5.2 Health Communication in the Media Age: What Has Changed and What Should Not Change
    • The Media of Mass Communication and Public Relations
      • public relations
    • Public Relations Defined: Theory and Practice
      • Public Relations Theory
        • Table 5.3 Public Relations Functions in Public Health and Health Care
        • communities
        • Table 5.4 Characteristics of Psychological Types Relevant to Public Relations
      • Public Relations Practice
        • BOX 5.1 JOHNSON & JOHNSON'S CAMPAIGN FOR NURSING'S FUTURE INITIATIVE
          • Key Outcomes*
          • Key Success Factors
        • Table 5.5 Key Characteristics of Ethical Public Relations Programs
        • BOX 5.2 USING THE INTERNET AS A KEY PUBLIC RELATIONS CHANNEL: THE SCHEPENS EYE RESEARCH INSTITUTE
      • PR Versus Advertising: The Differences
    • Mass Media, Health-Related Decisions, and Public Health
      • Dos and Don'ts of Media Relations
        • media pitch
      • What Makes a Story Newsworthy
        • Table 5.6 Dos and Don'ts of Media Relations
        • virtual newsrooms
    • New Media and Health
      • Table 5.7 Mass Media Channels and Related Public Relations Tools
      • Table 5.8 Most Common Uses of the Internet and New Media by Health Organizations
      • Table 5.9 Sample Factors in Public Perception and Use of New Media–Specific Tools
      • BOX 5.3 SPORTS FOR HEALTH EQUITY: A MULTIFACETED NATIONAL PROGRAM
        • Goals and Objectives
        • Communication Strategies and Activities
        • Program Launch Results
      • New Media Use: Blogs, Podcasts, Social Networks, and More
        • Blogs
          • blog
          • BOX 5.4 STREET FIGHTERS OF PUBLIC HEALTH: USING ONLINE TOOLS TO CREATE NETWORKING OPPORTUNITIES IN PUBLIC HEALTH
      • Podcasts
        • podcasts
      • Social Media and Social Networking
        • social media
        • social networking
      • mHealth
    • Reaching the Underserved with Integrated New Media Communication
    • Mass Media–and New Media–Specific Evaluation Parameters
      • hits
      • unique visitors
      • visits
      • page views
      • keyword mentions
      • responses to text messages
      • text messaging readership
      • use of mobile interactive features
    • Key Concepts
    • FOR DISCUSSION AND PRACTICE
    • KEY TERMS
  • CHAPTER 6 COMMUNITY MOBILIZATION AND CITIZEN ENGAGEMENT
    • CHAPTER OBJECTIVES
    • Community Mobilization and Citizen Engagement: A Bottom-Up Approach
      • community mobilization
      • community
    • Community Mobilization as a Social Process
      • social mobilization
      • BOX 6.1 TACKLING ORAL POLIO VACCINE REFUSALS THROUGH VOLUNTEER COMMUNITY MOBILIZER NETWORK IN NORTHERN NIGERIA
        • Current Situation
          • Figure 6.1 Number of WPV Cases by Year in Nigeria
        • Intensified Ward Communication Strategy
          • Figure 6.2 Proportion of Actual Noncompliance, High-Risk States, May 2012
          • Figure 6.3 Preliminary Data, Sokoto VCMs
          • Figure 6.4 Main Reasons for Noncompliance
        • Note
    • Engaging Citizens in Policy Debates and Political Processes
      • citizen engagement (or public engagement)
    • Implications of Different Theoretical and Practical Perspectives for Community Mobilization and Citizen Engagement Programs
      • BOX 6.2 SOCIAL MOBILIZATION TO FIGHT EBOLA IN YAMBIO, SOUTHERN SUDAN
    • Impact of Community Mobilization on Health-Related Knowledge and Practices
      • Reliance on Community Members
        • BOX 6.3 HOW BINGWA CHANGED HIS WAYS
      • Advancing Knowledge and Changing Practices
        • BOX 6.4 GAY MEN'S HEALTH CRISIS HIV/AIDS TIME LINE
    • Key Steps of Community Mobilization Programs
      • Common Terms and Steps in Community Mobilization
        • Engaging Community Organizations and Leaders
        • Participatory Research
          • participatory research (community-driven assessment, participatory needs assessment, community-needs assessment)
        • Community Group Meetings
        • Partnership Meetings
      • Mobilization Tools for Urban Communities
        • participatory influential road mapping
        • consensus-building workshops
      • Public Consultations
        • delivered dialogue
        • public consultation
        • referendum
      • Culturally Competent Communication Approaches, Channels, and Messengers
      • Community Action Cycle or Model
    • The Case for Community Mobilization and Citizen Engagement in Risk and Emergency Communication
      • Figure 6.5 Moving from the Pre-During-Post Scenario to the Preparedness-Readiness Response-Evaluation-Constant Cycle (PRRECC)
    • Key Concepts
    • FOR DISCUSSION AND PRACTICE
    • KEY TERMS
  • CHAPTER 7 PROFESSIONAL MEDICAL COMMUNICATIONS
    • CHAPTER OBJECTIVES
    • Communicating with Health Care Providers: A Peer-to-Peer Approach
      • professional medical communication
      • Table 7.1 Key Audiences of Professional Clinical Communications
    • Theoretical Assumptions in Professional Medical (Clinical) Communications
    • How to Influence Health Care Provider Behavior: A Theoretical Overview
      • communities of practice
      • Table 7.2 Key Obstacles to Clinician Change
    • Key Elements of Professional Medical Communications Programs
      • Evidence-Based
      • Group-Specific
      • Behavior-Centered
      • Patient-Centered
      • Practical
      • Easy to Implement
        • Table 7.3 Communication Approaches and Tools and Their Effects: Analysis of Thirty-Six Systematic Reviews
      • Multifaceted
        • BOX 7.1 NATIONAL FOUNDATION FOR INFECTIOUS DISEASES FLU FIGHT FOR KIDS: CASE STUDY
          • Key Actions
            • 2002 Roundtable Meeting and Consensus Document
            • Media Outreach
            • Satellite Symposium at American Academy of Pediatrics (AAP) Annual Meeting
            • CDC Issues Full Pediatric Recommendation
          • Results—First Year of Routine Recommendation
      • Consistent
    • Overview of Key Communication Channels and Activities
      • tablets
      • Table 7.4 Key Communication Tools and Channels in Professional Communications
    • Using IT Innovation to Address Emerging Needs and Global Health Workforce Gap
      • brain drain
    • Prioritizing Health Disparities in Clinical Education to Improve Care: The Role of Cross-Cultural Health Communication
    • Key Concepts
    • FOR DISCUSSION AND PRACTICE
    • KEY TERMS
  • CHAPTER 8 CONSTITUENCY RELATIONS AND STRATEGIC PARTNERSHIPS IN HEALTH COMMUNICATION
    • CHAPTER OBJECTIVES
    • Constituency Relations: A Practice-Based Definition
      • constituents
      • constituency relations
      • third-party groups
    • Recognizing the Legitimacy of All Constituency Groups
    • Constituency Relations: A Structured Approach
      • Table 8.1 Guidelines for Establishing and Preserving Long-Term Relationships
      • Developing Alliances to Address Health or Social Issues and to Expand Program Reach
        • BOX 8.1 HOW CONSTITUENCY RELATIONS CAN HELP ADVANCE AN ORGANIZATION'S MISSION: A PRACTICE-BASED PERSPECTIVE
    • Strategies to Develop Successful Multisectoral Partnerships
      • multisectoral partnerships
      • Table 8.2 Potential Drawbacks of Partnerships
      • Choosing the Right Partners
        • collaborative agreements
        • BOX 8.2 NATIONAL CANCER INSTITUTE GUIDELINES FOR CONSIDERING COMMERCIAL PARTNERS
          • Policies
          • Criteria for Reviewing Corporations Prior to Partnership Negotiations
      • Building Long-Lasting and Results-Driven Partnerships
        • Table 8.3 Sample Partnership Success Factors
      • Different Types of Partnerships
        • public-private partnership
    • Key Concepts
    • FOR DISCUSSION AND PRACTICE
    • KEY TERMS
  • CHAPTER 9 POLICY COMMUNICATION AND PUBLIC ADVOCACY
    • CHAPTER OBJECTIVES
    • Policy Communication and Public Advocacy as Integrated Communication Areas
      • policy communication
      • public advocacy
    • Communicating with Policymakers and Other Key Stakeholders
      • policy briefs
      • advocacy briefs
      • objective briefs
      • Table 9.1 Key Elements of a Policy Brief
    • The Media of Public Advocacy and Public Relations
      • Table 9.2 Why Public Advocacy?
      • media advocacy
      • photovoice
      • Figure 9.1 Sample Key Questions for Media Advocacy Planning
    • Influencing Public Policy in the New Media Age
    • Key Concepts
    • FOR DISCUSSION AND PRACTICE
    • KEY TERMS
• PART THREE PLANNING, IMPLEMENTING, AND EVALUATING A HEALTH COMMUNICATION INTERVENTION
  • PLANNING, IMPLEMENTING, AND EVALUATING A HEALTH COMMUNICATION INTERVENTION
  • CHAPTER 10 OVERVIEW OF THE HEALTH COMMUNICATION PLANNING PROCESS
    • CHAPTER OBJECTIVES
    • Why Planning Is Important
    • Approaches to Health Communication Planning
    • The Health Communication Cycle and Strategic Planning Process
      • Figure 10.1 Health Communication Cycle
    • Key Steps of Health Communication Planning
      • Overall Program Goal
        • overall program goal
        • Figure 10.2 Key Steps of Health Communication Planning
      • Outcome Objectives: Behavioral, Social, and Organizational
        • outcome objectives
        • behavioral objectives
        • social objectives
        • organizational objectives
      • Situation and Audience Analysis
      • Communication Objectives
      • Communication Strategies
      • Action (Tactical) Plan
      • Evaluation Plan
    • Elements of an Effective Health Communication Program
      • Careful Analysis of the Situation, Opportunities, and Communication Needs
      • Understanding of Constituency and Audience Needs and Preferences
        • Table 10.1 Key Elements of an Effective Health Communication Program
      • Community and Key Stakeholders' Participation
      • Early Agreement on Expected Outcomes and Evaluation Parameters
      • Well-Defined Communication Objectives
      • Strategies Designed to Meet the Objectives
      • Multiple and Audience-Specific Communication Channels
      • Adequate Funding, Commitment, and Human Resources
    • Establishing the Overall Program Goal: A Practical Perspective
    • Outcome Objectives: Behavioral, Social, and Organizational
      • EXHIBIT 10.1 EXAMPLES OF OUTCOME OBJECTIVES FOR A PROGRAM ON PEDIATRIC ASTHMA
    • Key Concepts
    • FOR DISCUSSION AND PRACTICE
    • KEY TERMS
  • CHAPTER 11 SITUATION AND AUDIENCE ANALYSIS
    • CHAPTER OBJECTIVES
    • How to Develop a Comprehensive Situation and Audience Analysis
      • audience profile
      • Define and Understand the Health Issue
        • Figure 11.1 Key Steps of Situation Analysis
      • Identify Key Groups, Stakeholders, and Constituencies
      • Understand Social, Political, and Other Determinants of Health
      • Develop, Share, and Discuss an Audience Profile and Segmentation Report
        • EXHIBIT 11.1 AUDIENCE SEGMENTATION EXAMPLE
        • BOX 11.1 AUDIENCE PROFILE: GOT A MINUTE? GIVE IT TO YOUR KIDS!
          • The Audience
          • Why Are We Addressing Only Less-Involved Parents?
          • Who Are Less-Involved Parents?
            • Snapshot of Less-Involved Parents
          • What Do Less-Involved Parents Look Like?
          • What Are Their Current Parenting Behaviors?
          • How Do We Reach Them?
        • Preferred Communication Channels, Media, and Venues
          • mass media channels
          • new media channels
          • interpersonal channels
          • community-specific channels
          • professional channels and venues
          • communication vehicles
          • tactics
      • Research Existing Programs, Initiatives, and Resources
      • Highlight Unmet Communication Needs
      • Describe Overall Barriers to Program Implementation and Proposed Change
    • Organizing, Sharing, and Reporting on Research Findings
      • EXHIBIT 11.2. SWOT ANALYSIS FOR THE CARIBBEAN CERVICAL CANCER PREVENTION AND CONTROL PROJECT
    • Common Research Methodologies: An Overview
      • participatory research
      • qualitative research
      • quantitative research
      • Table 11.1 Qualitative Versus Quantitative Research Methods
      • pretesting
      • panel studies
      • Secondary Data
        • Literature, Case Studies, and Document Review
          • Table 11.2 Sample Criteria for a Credibility Assessment of Health-Related Websites
        • One-on-One Contacts and Interviews
      • Primary Data
      • Overview of Qualitative Versus Quantitative Research Methods
        • One-on-One In-Depth Interviews
        • Focus Groups
        • Surveys
      • Working with Research Organizations and Professionals: Tips for Health Communication Practitioners
        • institutional review board (IRB)
    • Key Concepts
    • FOR DISCUSSION AND PRACTICE
    • KEY TERMS
  • CHAPTER 12 IDENTIFYING COMMUNICATION OBJECTIVES AND STRATEGIES
    • CHAPTER OBJECTIVES
    • How to Develop and Validate Communication Objectives
      • communication objectives
      • EXHIBIT 12.1 SAMPLE COMMUNICATION OBJECTIVES: UNDERSTANDING THE CONNECTION WITH OTHER PROGRAM ELEMENTS
      • Setting Communication Objectives
      • Make Sure Communication Objectives Are Specific to Each Key Group and Stakeholder
      • Do Not Include Tactical Elements
      • Limit the Number of Communication Objectives
      • Identify and Prioritize Objectives
      • Analyze Existing Barriers, Social Norms, and Potential Success Factors
      • Define Time Frames
      • Moving to the Next Step
    • Outlining a Communication Strategy
      • communication strategy
      • Key Principles of Strategy Development
        • Review Key Evidence
        • Make Sure All Communication Strategies Are Specific to Key Groups
          • positioning
          • BOX 12.1. MAINTAINING EGYPT POLIO FREE: HOW COMMUNICATION MADE IT HAPPEN!
            • Figure 12.1 Changes in Attitudes Toward Polio Virus and Immunization
      • Rate, Prioritize, and Select Strategic Approaches
      • Bringing the Steps Together
    • Key Concepts
    • FOR DISCUSSION AND PRACTICE
    • KEY TERMS
  • CHAPTER 13 DESIGNING AND IMPLEMENTING AN ACTION PLAN
    • CHAPTER OBJECTIVES
    • Definition of an Action (Tactical) Plan
      • tactics
      • action plan
      • communication concepts
      • Communication Objectives
      • Communication Strategies
    • Key Elements of an Action (Tactical) Plan
      • Integrated Approach
      • Creativity in Support of Strategy
      • Cost-Effectiveness
      • Imagination
      • Culturally Competent and Issue-Driven Communication Messages, Channels, and Activities
      • Concept Development
        • Table 13.1 Examples of Communication Concepts for a Communication Intervention on Childhood Immunization
        • BOX 13.1. NCI'S CANCER RESEARCH AWARENESS INITIATIVE: FROM MESSAGE CONCEPTS TO FINAL MESSAGE
      • Message Development and Health Literacy Assessment
      • Selecting Communication Channels and Vehicles
        • BOX 13.2. COMMUNITY THEATER IN BENIN: TAKING THE SHOW ON THE ROAD
          • Constructing the Set
          • Results
      • Planning for Program Launch Activities, Media, and Materials
        • gatekeepers
      • Pretesting Communication Concepts, Messages, and Materials
      • Program Time Line and Budget Estimate
    • Integrating Partnership and Action Plans
      • partnership plan
      • Table 13.2 Key Elements of a Partnership Plan
    • Planning for a Successful Program Implementation
      • Human Resource Allocation and Budget Monitoring
      • Establishing Monitoring Teams
        • monitoring
      • Technical Support and Advisory Groups
      • Process Definition
      • Issue Management
    • Key Concepts
      • Action Plan
      • Program Implementation
    • FOR DISCUSSION AND PRACTICE
    • KEY TERMS
  • CHAPTER 14 EVALUATING OUTCOMES OF HEALTH COMMUNICATION INTERVENTIONS
    • CHAPTER OBJECTIVES
    • Evaluation as a Key Element of Health Communication Planning
      • evaluation plans
    • Overview of Key Evaluation Trends and Strategies: Why, What, and How We Measure
      • Why We Measure
      • The Language of Evaluation and What We Measure
        • evaluation
        • program assessment
        • metrics
        • return on investment (ROI)
        • outcomes
        • impact
        • behavioral impact
        • social change indicators and social impact
        • Figure 14.1 Social Change and Behavioral Indicators
      • What We Measure in Different Evaluation Phases
        • progress indicators
        • Formative Evaluation
        • Process Evaluation and Progress Evaluation
          • process evaluation
          • BOX 14.1. USING PROCESS EVALUATION DATA TO REFINE AN ENTERTAINMENT-EDUCATION PROGRAM IN BOLIVIA
            • References
        • Summative Evaluation (Outcome or Impact Evaluation in Different Models)
          • summative evaluation
      • Key Facts and Trends on Evaluating Health Communication Outcomes
        • Table 14.1 Drawbacks of Evaluation
      • Use of Logic Models for the Evaluation of Health Communication Interventions
      • How We Measure: Quantitative, Qualitative, and Mixed Methods
        • Table 14.2 Sample Qualitative and Quantitative Methods for the Assessment of Health Communication Interventions
        • mixed methodology
      • Establishing Evaluation Parameters: A Consensus Process
    • Integrating Evaluation Parameters That Are Inclusive of Vulnerable and Underserved Populations
    • Evaluating New Media-Based Interventions: Emerging Trends and Models
      • Use of Mixed Methods (Online and Offline)
        • Figure 14.2 Integrating New Media and Other Communication Areas in Approaching Health Communication Planning and Evaluation
        • online efficacy
        • offline effectiveness
        • Figure 14.3 Flu Vaccine Campaign 2009 in Whyville
        • Table 14.3 Sample Tools for the Evaluation of New Media–Based Interventions
    • Monitoring: An Essential Element of Program Evaluation
    • Linking Outcomes to a Specific Health Communication Intervention
      • contribution analysis
      • Table 14.4 Examples of Areas of Monitoring with Related Data Collection and Reporting Methods
    • Evaluation Report
    • Key Concepts
      • Evaluation Plan
      • Monitoring
      • Evaluation Report
    • FOR DISCUSSION AND PRACTICE
    • KEY TERMS
• PART FOUR CASE STUDIES AND LESSONS FROM THE FIELD
  • CASE STUDIES AND LESSONS FROM THE FIELD
  • CHAPTER 15 HEALTH COMMUNICATION IN THE UNITED STATES: Case Studies and Lessons from the Field
    • CHAPTER OBJECTIVES
    • From Theory to Practice: Select Case Studies from the United States
      • Mental Health
        • WhyWellness
          • virtual world
          • BOX 15.1. WHYWELLNESS: COMMUNICATING ABOUT MENTAL HEALTH WITHIN A GAMING COMMUNITY
            • Need
            • Goals and Objectives
            • Sample Communication Strategies and Activities
              • Figure 15.1 WhyWellness Virtual World
            • Key Results
            • Future Direction
            • References
            • WhyWellness Case Study Discussion: Read, Reflect, and Practice in Groups
      • Obesity and Chronic Diseases
        • “BodyLove”
          • BOX 15.2. “BODYLOVE”—CASE STUDY SUMMARY
            • Need, Situation, Health Issues
            • Goals and Objectives
            • Communication Strategies and Activities
            • Key Results and Future Directions
            • “BodyLove” Case Study Discussion: Read, Reflect, and Practice in Groups
      • VERB Campaign
        • BOX 15.3. CASE STUDY—NEW MEDIA AND THE VERB CAMPAIGN
          • Need, Situation, Health Issues
          • Objective, Strategies, and Activities
          • Key Results
          • Future Directions
          • VERB Campaign Case Study Discussion: Read, Reflect, and Practice in Groups
      • Social Determinants of Health
        • Health Equity Exchange
          • BOX 15.4. HEALTH EQUITY EXCHANGE: USING AN INTEGRATED MULTIMEDIA COMMUNICATION APPROACH TO ENGAGE U.S. COMMUNITIES ON HEALTH EQUITY
            • Need
            • Goals and Objectives
            • Sample Communication Strategies and Activities
            • Emerging Themes
            • Next Steps and Future Directions
            • References
            • Health Equity Exchange Case Study Discussion: Read, Reflect, and Practice in Groups
      • Sustainable Food, Nutrition, and the Environment
        • Sustainable Table
          • BOX 15.5. RAISING AWARENESS OF SUSTAINABLE FOOD ISSUES AND BUILDING COMMUNITY VIA THE INTEGRATED USE OF NEW MEDIA WITH OTHER COMMUNICATION APPROACHES
            • Goals and Objectives
            • Communication Strategies and Activities
            • Key Results and Future Direction
            • References
            • Sustainable Table Case Study Discussion: Read, Reflect, and Practice in Groups
      • Urban Health and Related Social Determinants
        • Mass in Motion
          • BOX 15.6. WHAT DO SIDEWALKS HAVE TO DO WITH HEALTH?
            • Need, Situation, Health Issues
            • Goals and Objectives
            • Sample Activities
            • Sample Communication Strategies
            • Key Results
            • Future Directions
            • References
            • Mass in Motion (MiM) Case Study Discussion: Read, Reflect, and Practice in Groups
    • Emerging Trends and Lessons
    • Key Concepts
    • FOR DISCUSSION AND PRACTICE
    • KEY TERMS
  • CHAPTER 16 GLOBAL HEALTH COMMUNICATION: Case Studies and Lessons from the Field
    • international health
    • global health
    • CHAPTER OBJECTIVES
    • From Theory to Practice: Select Case Studies on Global Health Communication
      • Epidemics and Emerging Diseases
        • Egypt
          • BOX 16.1. COMMUNICATION INTERVENTIONS: HELPING EGYPTIAN FAMILIES AND CHILDREN STAY SAFE FROM AVIAN INFLUENZA
            • Figure 16.1 Egypt: Community Outreach Workers in Action
            • References
            • Egypt Case Study Discussion: Read, Reflect, and Practice in Groups
        • Canada
          • pandemic
          • BOX 16.2. PREPARING FOR A NIGHTMARE IN THE CALGARY HEALTH REGION—PLANNING FOR PANDEMIC INFLUENZA
            • Need, Situation, Health Issues
              • Goal and Objectives
                • Goal
                • Objectives
              • Approach
              • Sample Communication Strategies and Activities
              • Key Results
              • Future Directions
            • Canada Case Study Discussion: Read, Reflect, and Practice in Groups
        • India
          • BOX 16.3. INTERPERSONAL COMMUNICATION: LESSONS LEARNED IN INDIA
            • Polio Eradication
              • Background
              • Barriers and Challenges
              • Evidence-based BCC (Behavior Change Communication)
              • Interpersonal Communication and Social Mobilization
              • Underserved Strategy
            • Avian Influenza (AI)
              • AI Communication
              • IPC for AI prevention
              • Wave Effect Mobilization
              • IPC Contribution to AI Prevention
            • Challenges and Limitations of IPC
            • India Case Study Discussion: Read, Reflect, and Practice in Groups
      • Infectious Diseases
        • United States–Mexico
          • BOX 16.4. CASE STUDY—VOICES AND IMAGES (TUBERCULOSIS)
            • Need, Situation, Health Issues
            • Goals and Objectives
            • Communication Strategies and Activities
            • Key Results
            • Future Directions
            • References
            • United States–Mexico Case Study Discussion: Read, Reflect, and Practice in Groups
      • Maternal and Child Health
        • Cambodia
          • BOX 16.5. APPLYING C4D TO CURB MATERNAL MORTALITY IN CAMBODIA
            • Figure 16.2 Cambodia Antenatal Care Campaign Spot
            • Figure 16.3 Volunteers Launch the ANC Campaign in Stung Treng, Cambodia, January 2009
            • Cambodia Case Study Discussion: Read, Reflect, and Practice in Groups
      • Role of Health Sciences Librarians in Health Communication
        • International
          • BOX 16.6. THE ROLE OF THE HEALTH SCIENCES LIBRARIAN IN HEALTH COMMUNICATION: CONTINUITY IN EVIDENCE-BASED PUBLIC HEALTH TRAINING FOR FUTURE PUBLIC HEALTH PRACTITIONERS
            • Figure 16.4 Sample Screenshot from LibGuides
            • Reference
            • International Case Study Discussion: Read, Reflect, and Practice in Groups
    • Emerging Trends and Lessons
    • Key Concepts
    • FOR DISCUSSION AND PRACTICE
    • KEY TERMS
• Back Matter
  • APPENDIX A: EXAMPLES OF WORKSHEETS AND RESOURCES ON HEALTH COMMUNICATION PLANNING
    • A1: Situation and Audience Analysis Worksheet: Sample Questions and Topics
    • A2: Ranking and Selecting Communication Strategies: Sample Criteria
    • A3: Sample Communication Channels and Venues and Examples of Related Vehicles (Tactics)
    • A4: Pretesting Messages, Materials, and Activities: Sample Questions
    • A5: Program Time Line: Sample Forms
      • Example 1
      • Example 2
    • A6: Budget Sample Form
    • A7: Process and Progress Evaluation: Establishing Mutually Agreed-on Parameters
      • Preimplementation Sample Chart
    • A8: Evaluation of New Media–Based Interventions: A Proposed (and Evolving) Logic Model
    • Online Resources
      • Health Literacy Resources
      • Strategic Partnerships and Coalitions
      • Logic Model Development: Resources and Templates
      • Policy Briefs
  • APPENDIX B: SAMPLE ONLINE RESOURCES ON HEALTH COMMUNICATION
    • Websites
    • Journals
    • Organizations and Groups
    • Communication Centers
    • Graduate Programs
    • Conferences and Meetings
    • Job Listings
  • GLOSSARY
  • REFERENCES
  • NAME INDEX
  • SUBJECT INDEX

  UM RAFBÆKUR Á HEIMKAUP.IS

  Bókahillan þín er þitt svæði og þar eru bækurnar þínar geymdar. Þú kemst í bókahilluna þína hvar og hvenær sem er í tölvu eða snjalltæki. Einfalt og þægilegt!
  
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  Þú kemst í bækurnar hvar sem er
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  Auðvelt að fletta og leita
  Þú getur flakkað milli síðna og kafla eins og þér hentar best og farið beint í ákveðna kafla úr efnisyfirlitinu. Í leitinni finnur þú orð, kafla eða síður í einum smelli.
  
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  Þú getur auðkennt textabrot með mismunandi litum og skrifað glósur að vild í rafbókina. Þú getur jafnvel séð glósur og yfirstrikanir hjá bekkjarsystkinum og kennara ef þeir leyfa það. Allt á einum stað.
  
  Hvað viltu sjá? / Þú ræður hvernig síðan lítur út
  Þú lagar síðuna að þínum þörfum. Stækkaðu eða minnkaðu myndir og texta með multi-level zoom til að sjá síðuna eins og þér hentar best í þínu námi.
  
  
  
  Fleiri góðir kostir
  - Þú getur prentað síður úr bókinni (innan þeirra marka sem útgefandinn setur)
  - Möguleiki á tengingu við annað stafrænt og gagnvirkt efni, svo sem myndbönd eða spurningar úr efninu
  - Auðvelt að afrita og líma efni/texta fyrir t.d. heimaverkefni eða ritgerðir
  - Styður tækni sem hjálpar nemendum með sjón- eða heyrnarskerðingu