Book Review Essay : Comparative Synthesis of Mass Media Health Behavior Campaigns

Abstract

The effectiveness of mass media campaigns intended to promote health behavior change can be enhanced by a comparative synthesis of what works and what does not across a number of health behavior areas. An example of such a synthesis from the mental health field is presented, and an in-process research study using the comparative synthesis approach is discussed. The effectiveness of campaigns can also be increased by more intensive efforts to understand and develop partnerships between campaign designers and mass media organizations, such as television networks An example of a partnership for a recent campaign on AIDS and IV drug abuse is analyzed, and some overall recommendations for mass media health behavior campaigns are presented.

Get full access to this article

View all access options for this article.

References

Backer, T. E. (1984). Proceedings: Portraying mentally ill people in films and television shows. Rockville, MD: National Institute of Mental Health .

Backer, T. E. (1986). Powers untapped: Mass media depiction of mental illness. In J. Houpt (Ed ), Proceedings of the First International Rosalynn Carter Mental Health Policy Symposium. Atlanta : Carter Center.

Backer, T. E. (1988a). Health professionals and mass media campaigns to prevent AIDS and drug abuse. Counseling and Human Development, 20(7), 1-10.

Backer, T. E. (1988b). Utilization, planned change and the AIDS health crisis. Disseminator, 2(1), 3-4.

Backer, T. E (1988c). Community partnerships with the media: What works and what doesn't. In J Houpt (Ed.), Proceedings of the Fourth Rosalynn Carter Mental Health Policy Symposium. Atlanta. Carter Center.

Backer, T E. (1988d). Working with the media: A manual for AMI affiliates. Arlington, VA: National Alliance for the Mentally Ill.

Backer, T. E. (1989, November). Mass medea and the elderly: Depicting mental health issues on entertainment television. Paper presented at the Fifth Annual Rosalynn Carter Symposium on Mental Health Policy, Atlanta.

Backer, T. E. (in press). An industry-wide OD intervention: The entertainment industry responds to AIDS. In A. M. Glassman & T. G. Cummings (Eds.), Cases in organization development. New York. Business Publications.

Davis, R. J (1988). Survey of substance abuse or misuse among clients of AIDS Project Los Angeles. Los Angeles: AIDS Project Los Angeles.

10.

Flay, B. R. (1986, May). Mass media and smoking cessation. Paper presented at the Annual Conference of the International Communication Association, Chicago .

11.

Healthy people: The surgeon general's report on health promotion and disease prevention. (1979). Washington, DC: U S. Government Printing Office.

12.

Maccoby, N. , & Solomon, D. S. (1981). Heart disease prevention: Community studies. In R. E. Rice & W. J. Paisley (Eds.), Public communication campaigns. Beverly Hills, CA: Sage .

13.

Rogers, E. M. , & Storey, J. D (1988). Communication campaigns. In S. Chafee & C. Berger (Eds.), Handbook of communication science. Newbury Park, CA: Sage.

14.

Signorelli, N. (1988, September). Health and the medta: Images and impact. Paper presented at the Mass Communications and Health: Complexities and Conflicts Conference, Annenberg Center, Rancho Mirage, CA.

15.

Stoneburner, R. L. , et al (1988). A larger spectrum of severe HIV-1-related disease in intravenous drug users in New York City. Science, 242, 916-919.