MASS MEDIA Lecture 8 Health Communication media choice

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MASS MEDIA Lecture 8: Health Communication media choice model

MASS MEDIA Lecture 8: Health Communication media choice model

 • Media professionals have an abundance of facts and information about changes but

• Media professionals have an abundance of facts and information about changes but have few mechanisms with which to respond strategically to changing consumer preference.

 • Traditional health communication techniques. (old media; authoritative and credible, one-to-many) • Effective

• Traditional health communication techniques. (old media; authoritative and credible, one-to-many) • Effective health communication today (dynamic network of human beings and technology) • Consumers are taking charge ﻳﺘﺮﺃﺲ of their communication needs and desires and rejecting passive acceptance of information.

 • (Research theory known as Uses and Gratifications ����� ) This theory moves

• (Research theory known as Uses and Gratifications ����� ) This theory moves the discussion away from the notion that media “Do” things to people, and toward the idea that people use media to fulfill various needs. • Our model posits ﻳﻔﺘﺮﺽ that People have communication needs that drive them to: A. Select communication media and B. Adopt communication behaviors that best gratify those needs at a given time.

Communicatio n Needs

Communicatio n Needs

1. Connectivity (relate ﻳﺘﻌﻠﻖ , support engage ﻳﺮﺗﺒﻂ with others) 2. Information (need to

1. Connectivity (relate ﻳﺘﻌﻠﻖ , support engage ﻳﺮﺗﺒﻂ with others) 2. Information (need to gain knowledge) 3. Entertainment (amused ﻣﻀﺤﻚ , relaxed ������ �� ���� , diverted- ﻣﻠﻬﻲ )ﻣﺴﻠﻲ 4. Shopping (acquire goods and services) services

1. Connectivity • Can be seen in Friendships, Friendships religious affiliations ﺍﻻﻧﺘﻤﺎﺀﺕ , clubs

1. Connectivity • Can be seen in Friendships, Friendships religious affiliations ﺍﻻﻧﺘﻤﺎﺀﺕ , clubs • You. Tube : videos related to health… • Social networking sites: sites facebook, twitter…etc. .

2. Information • Informational behavior might involve searching Web. MD or going to see

2. Information • Informational behavior might involve searching Web. MD or going to see a health professional with specific questions. • Search engine ﻣﺎﻛﻨﺔ : consumers are satisfying their information needs online.

3. Entertainment • To be psychologically healthy (play, diverted ���� ) • Wide range

3. Entertainment • To be psychologically healthy (play, diverted ���� ) • Wide range of sources with which to fulfill that need. • It’s important that some health related messages be presented in an entertaining fashion similar to the strategies using humor and other attention- getting devices that advertisers do to “cut through the clutter ����� ”, e. g. , celebrity ﺍﻟﺸﻬﺮﺓ culture

4. Shopping • Going to the local drugstore, OR ordering vitamins online. • Health

4. Shopping • Going to the local drugstore, OR ordering vitamins online. • Health consumers are moving away from dependence on sources from which they have traditionally bought health-related goods and services and they are using searches to inform their purchase decisions.

Individual Differences in communication Needs

Individual Differences in communication Needs

 • variables that affect media choice: ü Demographic, ü Cultural, ü Personal and

• variables that affect media choice: ü Demographic, ü Cultural, ü Personal and individual characteristics such as : Ø Age, Ø Education, Ø Gender.

The concept of Aperture ﻣﻨﻔﺬ

The concept of Aperture ﻣﻨﻔﺬ

 • Refers to The optimal time when people are most receptive to persuasive

• Refers to The optimal time when people are most receptive to persuasive message. • Can be defined in terms of day part (morning or evening) evening OR • In term of times of life (childhood, adulthood) adulthood OR • Types of human connection with a particular health issue. (e. g. , : celebrity ﺷﺨﺺ ﻣﺸﻬﻮﺭ - ﺍﻟﺸﻬﺮﺓ and illness) illness

Health communicators must be highly sensitive to variations in media by different segments of

Health communicators must be highly sensitive to variations in media by different segments of the population.

Media Features ﺧﺼﺎﺋﺺ

Media Features ﺧﺼﺎﺋﺺ

 • Different media have features that make them attractive to different target audiences

• Different media have features that make them attractive to different target audiences • Audiences fulfill their communication needs at different times of the day.

 • Media offers at least seven features: 1. 2. 3. 4. 5. 6.

• Media offers at least seven features: 1. 2. 3. 4. 5. 6. 7. Immediacy ﺍﻵﻨﻴﺔ Mobility Participation Rich media Search Customization ﺍﻟﺘﻜﻴﻴﻒ - ﺍﻟﺘﺨﺼﻴﺺ - ﺍﻟﺘﺤﻮﻳﺮ Time shifting.

Voice in health communication

Voice in health communication

 • In creating content and selecting media, health communicators must use the preferred

• In creating content and selecting media, health communicators must use the preferred voice of the target audience to convey information.

 • Authoritative ﻣﻮﺛﻮﻕ voice: Information comes from long-established source • Opinionated ﺫﻭ ﻋﻼﻗﺔ

• Authoritative ﻣﻮﺛﻮﻕ voice: Information comes from long-established source • Opinionated ﺫﻭ ﻋﻼﻗﺔ ﺑﻌﻘﻴﺪﺓ - ﻋﻘﺪﻱ voice: Information that seems to share viewpoints and attitudes • Created ﻣﺒﺪﻉ - ﻣﺒﺘﺪﻉ voice: ﻏﻴﺮ ﻣﺤﺎﻛﻲ Health information comes from the perspective of people who are experiencing it.

 • The Media Choice Model is really useful way to evaluate the various

• The Media Choice Model is really useful way to evaluate the various ideas and proposals news organizations are coming up with as they attempt to carve out ﻹﻗﺎﻣﺔ a viable presence on the Web.

Media Choice Model spells out ﻳﻮﺿﺢ the fundamental needs people are seeking ﻳﺒﺤﺜﻮﺍ to

Media Choice Model spells out ﻳﻮﺿﺢ the fundamental needs people are seeking ﻳﺒﺤﺜﻮﺍ to be met when they go online: • Information • Entertainment ﺍﻟﺘﺮﻓﻴﻪ • Connectivity • Shopping

 • Uh, okay. Sounds pretty vague, right? But where the rubber meets the

• Uh, okay. Sounds pretty vague, right? But where the rubber meets the road comes in helping you to avoid doing something…Web video or audio, for e. g. , …just because you CAN, thereby wasting valuable resources. Save those tools for when you think they will meet people’s needs.

 • Say you have an idea on how to pull ﺗﺴﺤﺐ together some

• Say you have an idea on how to pull ﺗﺴﺤﺐ together some evergreen ﺩﺍﺋﻤﺔ ﺍﻟﺨﻀﺮﺓ content your organization already produces in one place on your site.

 • How does this proposal meet the above needs ?

• How does this proposal meet the above needs ?

 • For e. g. , have you provided opportunities for your audience to

• For e. g. , have you provided opportunities for your audience to interact with that content in ways that meet connectivity needs? And so on ﻫﻜﺬﺍ and so forth ﻫﻠﻢ ﺟﺮﺍ