Health Education Homework
ned.kh
ph_484_chapter_12-_2015.pptxChapter 12
Using the Power of Media to Influence Health Policy and Politics in CEOD
Seismic Shift in Media: One-to-Many and Many-to-Many
| Broadcast Model: one-to-many One Broadcaster sends message out to many | New Model: many-to-many Many people create media and distribute it to their networks |
| Mass Media: Radio, television, film, and newspaper | Internet: Websites, Facebook, LinkedIn |
| Advantage: Could broadcast a consistent health message to a wide audience Disadvantages: Controlled by large corporations, expensive to buy time, not targeted audiences, no allowance for personal creativity | Advantage: All opinions are available Disadvantage: Credibility can be an issue Prosumption / Everyone (prosumers) is producing and consuming media. |
The Power of Media
mHealth / the practice of healthcare delivery and public health supported by mobile devices. Revolutionizing the way healthcare is delivered in developing countries.
Medic Mobile / A nonprofit company and early innovator in open-source mobile health technology / http://medicmobile.org/
Mobile health / Strengthens the capacity and capabilities of health workers to improve the health of people globally. It is increasingly being harnessed to shape the political and policy landscape globally.
Who Controls the Media?
Traditional Media / 90% owned by major corporations prior to the growth of social media. Today social media often drives traditional media to cover issues that major newsrooms may not deem worthy of their limited space and time
Social Medial / The public
Distributed Campaigns
A bottom-up approach rather than a top-down approach to campaigns that depends upon viral spreading from the grassroots rather than message broadcasting and controlled by staff
Getting on the Public’s Agenda
One of the most important roles that the media plays is getting issues on the agendas of the public and policymakers.
The Internet may be where people go to find out about a health issue, but they often first become aware of the issue through television
ER
Grey’s Anatomy
Documentary Films
Super Size Me
SICKO
Food, Inc.
Media as a Health-Promotion Tool
Public Education / Acquiring important information
Social Marketing / Visual or verbal messaging that can shift the individual’s thinking, attitudes and values
Media Advocacy / The strategic use of media to apply pressure to advance a social or public initiative.
Media Advocacy
Media Advocacy
The strategic use of media to apply pressure to advance a social or public initiative.
A tool for policy change
A way of mobilizing constituencies and stakeholders to support or oppose specific policy changes
Differs from social marketing. "Social marketing is the use of marketing principles to influence human behavior in order to improve health or benefit society.“
Retrieved from http :// www.cdc.gov/healthcommunication/HealthBasics/WhatIsHC.html
A means of political action
Framing
Framing / Defines the boundaries of public discussion about an issue and applies to all messages and policy work. Can be verbal or visual
Framing for access / shaping an issue in a way that will attract media attention
Framing for content / Compelling story, yet may not command attention on the public policy changes needed
Reframing / breaking out of the dominant perspective on an issue to define a new way of thinking about it that can lead to very different ideas about potentially effective policy responses
Focus on Reporting
Know your source of news (journalists or cyberactivist’s):
Do they frequently misrepresent issues?
Are their stories sensationalized, overplayed, or exaggerated?
Do they present all sides of an issue with accuracy, fairness and depth?
Can you substantiate wild claims?
Health professionals and community health leaders can assist journalists by reframing health policy issues and providing the depth of detail that may be lacking
Effective Use of Media
Positioning Yourself as an Expert
Getting Your Message Across
Blogging and Micro-blogging
Facebook and MySpace: Using Social Networking Sites
Building Community and Working With Partners
Analyzing Media
Health professionals and community leaders must:
Be knowledgeable consumers of media
Seek out factual unbiased information from many sources before taking positions on policy issues
Be able to critically evaluate media messages
Assess who controls the media
Identify whose vested interest are being protected or promoted
Review the following websites:
Is the Medium Credible?
What TV and radio news programming do you regularly tune into?
Do you read a daily newspaper or go online to a trusted news website?
Does it cover international and national as well as state and local issues?
Is it a credible source of information about health issues and policies?
What is the station’s, program’s, paper’s or website’s reputation?
Is it known for balanced coverage of health-related issues?
Is it partisan?
Who Is Sending the Message?
Ask these questions of the sender of the message:
Who owns the medium?
Who sponsors the website?
What are the owner’s biases?
Is their story original or borrowed from another source? Is the journalism investigative?
Nonprofit investigative are becoming popular:
What IS the Message?
Is there rhetoric used to mask the real message?
Language used to frame an issue can sway perceptions
Sometimes it what you don’t say that conveys a message
Every issue has a “spin doctor” who develops believable messages based on focus groups and polling
As messages are repeated in the media, they become normalized and believable
It is essential to be attentive to the language used in media messages and evaluate the credibility, bias and intentions of the source
Responding to the Media
Corrections of misinformation or additional information:
Letters to the editor
Call-ins to talk radio
Opinion editorials
These should all be done immediately after the original story goes out
Should be concise and make a specific point relevant to the story
Identify yourself as a health professional
Follow guidelines of media for responses
