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Public Health Communication - E-Book

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Offering both a theoretical framework and practical approach to this increasingly important topic, Public Health Communication addresses an unmet need in the field of public health. Grounded in the author’s research and experience, and in light of an increase in the prevalence of communicable diseases and the aftermath of COVID-19, this unique title provides a scientific perspective of communication as an integral part of public health programs. The author proposes the theory of “health culture,” which bases a public health communication strategy on the culture of the target populations regarding the health issue in question, avoiding communication strategies and messages that are at best ineffective, and at worst likely to provoke resistance among the population.

  • Presents a unique approach to public health communication that considers knowledge, representations of health and illness, perceptions of health care workers and health authorities, acquired behaviors, social norms, and historical and political contexts of a particular population. Topics include:
    • An analysis of the role of communication in public health and its political implications
    • A presentation of the theoretical framework of health culture and a multidisciplinary approach to public health communication
    • A study of public health communication in the age of social media
    • Practical advice for defining a communication strategy and translating it into plans and tools
  • Analyzes communication during health crises and on various public health issues, such as COVID-19, the H1N1 influenza pandemic, the campaign to eradicate poliomyelitis, Ebola, vaccine controversies, cholera, exclusive breastfeeding, and care for pregnant women
  • Shares thirteen detailed case studies, at the national and international levels, in both industrialized and developing countries
  • An ideal resource for members of ministries of health, NGOs, and international organizations, as well as health care workers, students, and faculty in disciplines involved in public health
Bernard Seytre is a consultant, teacher, and trainer in public health communication, and a visiting professor at Senghor University. He has worked in about twenty industrialized and developing countries and is the author of around thirty books, chapters, and articles.

1. Cover image - p. c 2. Title page - p. iii 3. Copyright - p. iv 4. Dedication - p. v 5. Contents - p. vii 6. Foreword - p. ix 7. Foreword - p. xi 8. Foreword - p. xiii 9. Preface - p. xv 10. CHAPTER 1 What Is Public Health Communication? - p. 1 11. CHAPTER 2 Behavioural Theories - p. 9 12. CHAPTER 3 Theories and Approaches Used in Health Communication - p. 13 13. CHAPTER 4 Health Culture Theory - p. 25 14. CHAPTER 5 How Can We Study Health Culture? - p. 41 15. CHAPTER 6 Public Health Communication and Politics - p. 51 16. CHAPTER 7 Applying Psychology to Public Health Communication - p. 59 17. CHAPTER 8 Communicating in the Age of the Internet and Social Media - p. 67 18. CHAPTER 9 Communication Strategies, Plans, and Tools - p. 85 19. CHAPTER 10 Communicating About Vaccination - p. 115 20. Case Studies - p. 123 21. Case Study 1 Management of the Influenza A(H1N1) Pandemic, 2009 - p. 125 22. Case Study 2 COVID-19, Protective Measures, and Vaccines - p. 135 23. Case Study 3 COVID-19 Vaccine Misinformation and Vaccination - p. 145 24. Case Study 4 Tuberculosis Screening - p. 157 25. Case Study 5 Exclusive Breastfeeding - p. 163 26. Case Study 6 Support for Pregnant Women - p. 169 27. Case Study 7 Promoting HIV Testing - p. 175 28. Case Study 8 Ebola Virus Disease Epidemics - p. 181 29. Case Study 9 Vaccines From the Expanded Program on Immunization - p. 187 30. Case Study 10 The Failure of the Global Poliomyelitis Eradication Initiative - p. 191 31. Case Study 11 Cholera Epidemic - p. 201 32. Case Study 12 Should We Be Afraid of an Infodemic? - p. 207 33. Case Study 13 The Measles, Mumps, and Rubella Vaccine Controversy - p. 219 34. By the Same Author - p. 227 35. Index - p. 229

Descripcion
Descripción

Offering both a theoretical framework and practical approach to this increasingly important topic, Public Health Communication addresses an unmet need in the field of public health. Grounded in the author’s research and experience, and in light of an increase in the prevalence of communicable diseases and the aftermath of COVID-19, this unique title provides a scientific perspective of communication as an integral part of public health programs. The author proposes the theory of “health culture,” which bases a public health communication strategy on the culture of the target populations regarding the health issue in question, avoiding communication strategies and messages that are at best ineffective, and at worst likely to provoke resistance among the population.

  • Presents a unique approach to public health communication that considers knowledge, representations of health and illness, perceptions of health care workers and health authorities, acquired behaviors, social norms, and historical and political contexts of a particular population. Topics include:
    • An analysis of the role of communication in public health and its political implications
    • A presentation of the theoretical framework of health culture and a multidisciplinary approach to public health communication
    • A study of public health communication in the age of social media
    • Practical advice for defining a communication strategy and translating it into plans and tools
  • Analyzes communication during health crises and on various public health issues, such as COVID-19, the H1N1 influenza pandemic, the campaign to eradicate poliomyelitis, Ebola, vaccine controversies, cholera, exclusive breastfeeding, and care for pregnant women
  • Shares thirteen detailed case studies, at the national and international levels, in both industrialized and developing countries
  • An ideal resource for members of ministries of health, NGOs, and international organizations, as well as health care workers, students, and faculty in disciplines involved in public health
Bernard Seytre is a consultant, teacher, and trainer in public health communication, and a visiting professor at Senghor University. He has worked in about twenty industrialized and developing countries and is the author of around thirty books, chapters, and articles.

1. Cover image - p. c 2. Title page - p. iii 3. Copyright - p. iv 4. Dedication - p. v 5. Contents - p. vii 6. Foreword - p. ix 7. Foreword - p. xi 8. Foreword - p. xiii 9. Preface - p. xv 10. CHAPTER 1 What Is Public Health Communication? - p. 1 11. CHAPTER 2 Behavioural Theories - p. 9 12. CHAPTER 3 Theories and Approaches Used in Health Communication - p. 13 13. CHAPTER 4 Health Culture Theory - p. 25 14. CHAPTER 5 How Can We Study Health Culture? - p. 41 15. CHAPTER 6 Public Health Communication and Politics - p. 51 16. CHAPTER 7 Applying Psychology to Public Health Communication - p. 59 17. CHAPTER 8 Communicating in the Age of the Internet and Social Media - p. 67 18. CHAPTER 9 Communication Strategies, Plans, and Tools - p. 85 19. CHAPTER 10 Communicating About Vaccination - p. 115 20. Case Studies - p. 123 21. Case Study 1 Management of the Influenza A(H1N1) Pandemic, 2009 - p. 125 22. Case Study 2 COVID-19, Protective Measures, and Vaccines - p. 135 23. Case Study 3 COVID-19 Vaccine Misinformation and Vaccination - p. 145 24. Case Study 4 Tuberculosis Screening - p. 157 25. Case Study 5 Exclusive Breastfeeding - p. 163 26. Case Study 6 Support for Pregnant Women - p. 169 27. Case Study 7 Promoting HIV Testing - p. 175 28. Case Study 8 Ebola Virus Disease Epidemics - p. 181 29. Case Study 9 Vaccines From the Expanded Program on Immunization - p. 187 30. Case Study 10 The Failure of the Global Poliomyelitis Eradication Initiative - p. 191 31. Case Study 11 Cholera Epidemic - p. 201 32. Case Study 12 Should We Be Afraid of an Infodemic? - p. 207 33. Case Study 13 The Measles, Mumps, and Rubella Vaccine Controversy - p. 219 34. By the Same Author - p. 227 35. Index - p. 229

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