Effective Health Communication for Sustainable Development

Patchanee Malikhao, PhD
HIV/AIDS Sociologist, Health Communication & Communication for Sustainability Specialist, Fecund Communication, Kowloon Tong, Kowloon, Hong Kong

Series: Public Health in the 21st Century
BISAC: MED078000

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$190.00

Volume 10

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Volume 2

Volume 3

Special issue: Resilience in breaking the cycle of children’s environmental health disparities
Edited by I Leslie Rubin, Robert J Geller, Abby Mutic, Benjamin A Gitterman, Nathan Mutic, Wayne Garfinkel, Claire D Coles, Kurt Martinuzzi, and Joav Merrick

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The health communication strategies presented in this book are based on the understanding that there are many factors underpinning health. Starting from a framework of addressing health at an individual, group, and structural level, we need to realize the impact of globalization and social determinants on health. Health literacy and media literacy are necessary for health communicators and stakeholders to communicate effectively about/on health. Knowledge and skills in media technology, especially new media, new developments in the Internet and mobile devices are important. In addition, intercultural communication is essential to understand and collaborate with others. Health communication needs collaboration from all sectors in society.

The health communication promoted in this book is based on a participatory model based within the multiplicity paradigm. Strategies suggested in this book are practical examples to encourage the reader to design his/her own strategies to serve a particular community. Before one can devise a strategy for health promotion and disease prevention, one needs to understand that a top-down communication approach cannot change nor sustain people’s health behaviors. On the contrary, one needs to create an enabling environment or a context that supports an individual’s decision to change their behavior. How to achieve sustainability in health or health for all is ultimately what this book is about.

In nine chapters, the reader is introduced to the history and discourses of health communication and sustainable development; the first part provides the reader with an in-depth overview of the many health communication theories, set in the context of globalization and localization and assessed from both anthropological and sociological perspectives. In the second part of the book, chapters systematically explain communication for/about health for sustainable development in general, as well as regarding old and new traditional and digital media in particular. The concluding chapters present the principles and applications of health communication strategies for sustainability. Sustainability in health can only be achieved once health equality is a reality. (Imprint: Nova)

List of Figures and Tables

Abbreviations

Foreword

Acknowledgements

Chapter 1. History and Discourses of Health Communication and Sustainable Development

Chapter 2. Health Communication Theories. Me and My Health to Paradigm Shifts

Chapter 3. The Impact of Globalization on Health and Diseases. Implications for Health Communication for Sustainability

Chapter 4. Health Determinants from Anthropological and Sociological Perspectives

Chapter 5. Communicating for/about Health for Sustainable Development

Chapter 6. Old and New Media in Health Communication for Sustainable Development

Chapter 7. Health Communication Strategies for Sustainability. The Principles

Chapter 8. Health Communication Strategies for Sustainability. How to do it!

Chapter 9. By way of Conclusion

Bibliography

Index

About the Author

“A participative model for health communication is a much-needed corrective to the traditional top-down approaches. This book provides a strong case for a more democratic and sustainable alternative. An innovative and inclusive book which broadens our understanding of health communication, in its global and local contexts, and deserves wide reading within and beyond academia.” - Daya Thussu, Professor of International Communication, University of Westminster, London

“This highly extraordinary book attempts to reveal health communication perspectives in social determinant approach and in supporting strategy of an individuals' decision to change behavior.” - Santhat Sermsri, Emeritus Professor and Chairperson of Research Ethics Committee, Social Sciences Branch of Mahidol University, Thailand

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The main academic audiences for the book are the students pursuing postgraduate or higher education in development communication and health communication. This book will also help researchers in the area of health communication, social work, anthropology etc..

Health communication is a discipline that is steadily evolving as a mainstream/regular program at several universities, research institutes and policy centers. There has been an upsurge in some countries to include health communication as a separate course or an area of specialization in the communication programs offered at the University level. Such courses aim at increase in knowledge, larger understanding about communication in general, and its application for promoting health and the debates related to framing of contexts for the same.
The readers would ultimately understand the implications of health communication in various fields, amongst such as public health services, in informational, awareness and promotional campaigns, in social services where the focus is on the message recipient and as entertainment education where the primary goal is community development. The courses focus on the needs of the message recipient and on improving the efficiency of communication.

For students pursuing these course and/or research in these areas, the proposed book would definitely be of great help as it attempts to bring together the current knowledge about contexts, debates and issues from across the world.

In other words, this book will be useful to senior undergraduate students and graduate students in media and communication, sociology, political science, cultural anthropology and students interested in academic courses such as, media and culture, gender, sex and representation, cultural studies, global media, communication, social change and development, class culture and communication, social inequality and communication.

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