MASS MEDIA Lecture 8 Health Communication media choice
- Slides: 29
MASS MEDIA Lecture 8: Health Communication media choice model
• 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 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 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
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 • 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 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 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 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
• 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
• 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 the population.
Media Features ﺧﺼﺎﺋﺺ
• 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. 7. Immediacy ﺍﻵﻨﻴﺔ Mobility Participation Rich media Search Customization ﺍﻟﺘﻜﻴﻴﻒ - ﺍﻟﺘﺨﺼﻴﺺ - ﺍﻟﺘﺤﻮﻳﺮ Time shifting.
Voice in health communication
• 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 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 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 be met when they go online: • Information • Entertainment ﺍﻟﺘﺮﻓﻴﻪ • Connectivity • Shopping
• 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 evergreen ﺩﺍﺋﻤﺔ ﺍﻟﺨﻀﺮﺓ content your organization already produces in one place on your site.
• How does this proposal meet the above needs ?
• 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
- 01:640:244 lecture notes - lecture 15: plat, idah, farad
- Good choice or bad choice
- Mass spectrometry lecture
- Health management information system lecture notes
- Health economics lecture notes
- Crisis communications lecture
- Business communication lecture slides
- Eat meals that are nutritious agree or disagree
- Mass to mass formula
- What is atomic number
- Is atomic mass and relative atomic mass the same
- Percentage composition by mass
- Inertial mass vs gravitational mass
- Grams to moles conversion
- Molar mass unit
- Molar mass def
- Gram mass
- What are the units of molar mass
- Mass/mass problems
- Differentiate between atomic number and mass number
- Gravitational mass vs inertial mass
- Formula mass
- Molecular mass
- Atomicity
- Mass number formula
- Percent by mass
- Inertial mass vs gravitational mass
- Co2 relative molecular mass
- Atomic mass of oxygen
- Atomic mass vs molar mass