Is there a hard-to-reach audience?
Is there a hard-to-reach audience?
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DOI：
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发表时间：
1990-05
影响因子：
3.3
通讯作者：
V. Freimuth;W. Mettger
中科院分区：
文献类型：
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作者：
V. Freimuth;W. Mettger
"难以接触"的标签已经适用于许多不同的受众。社会经济地位低的人、少数民族成员和识字水平低的人往往被贴上"难以接触"的标签。作者确定了这些群体被贴上"难以接触"标签的原因，讨论了与"难以接触"标签相关的先入之见，提出了这些受众的替代概念，并提出了这些概念对健康传播活动的影响。对不同群体的轻蔑标签和成见可能导致将这些受众描绘成无能为力、冷漠和孤立的。作者讨论了替代概念化，突出了不同受众群体的优势，并鼓励创新的方法来沟通过程。这些不同的概念强调互动交流，将个人视为同等-尽管不同-文化的成员的社会观，以及将健康问题的责任从个人转移到社会系统。将这些替代概念纳入健康运动的建议包括形成性研究技术，创造参与者之间的对话，更复杂的细分技术，以捕捉观众的多样性，以及大众媒体的新角色，更具互动性和响应个人需求。
The "hard-to-reach" label has been applied to many different audiences. Persons who have a low socioeconomic status (SES), members of ethnic minorities, and persons who have a low level of literacy often are tagged as "hard-to-reach." The authors identify reasons why these groups have been labelled "hard-to-reach," discuss preconceptions associated with the "hard-to-reach" label, propose alternative conceptualizations of these audiences, and present implications of such conceptualizations for health communication campaigns. Pejorative labels and preconceptions about various groups may lead to depicting these audiences as powerless, apathetic, and isolated. The authors discuss alternative conceptualizations, which highlight the strengths of different audience segments and encourage innovative approaches to the communication process. These alternative conceptualizations emphasize interactive communication, a view of society in which individuals are seen as members of equivalent--albeit different--cultures, and a shift of responsibility for health problems from individuals to social systems. Recommendations for incorporating these alternative concepts into health campaigns include formative research techniques that create a dialogue among participants, more sophisticated segmentation techniques to capture audience diversity, and new roles for mass media that are more interactive and responsive to individual needs.