Use of mass media campaigns to change health behaviour.
Use of mass media campaigns to change health behaviour.
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DOI：
10.1016/s0140-6736(10)60809-4
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发表时间：
2010-10-09
期刊：
影响因子：
168.9
通讯作者：
Hornik, Robert C.
中科院分区：
文献类型：
--
作者：
Wakefield, Melanie A.;Loken, Barbara;Hornik, Robert C.
大众传播媒介运动被广泛使用，通过常规使用现有的媒体，如电视、广播和报纸，使大量人口的高比例接触到信息。因此，接触这些信息通常是被动的。此类活动经常与各种因素相竞争，例如无处不在的产品营销、强大的社会规范以及由成瘾或习惯驱动的行为。在这篇综述中，我们讨论了在各种健康风险行为（例如，使用烟草、酒精和其他药物、心脏病风险因素、性相关行为、道路安全、癌症筛查和预防、儿童生存、器官或献血）的背景下，大众媒体宣传活动的结果。我们的结论是，大众媒体运动可以在大量人群中产生与健康相关的行为的积极变化或防止消极变化。我们评估了促成这些结果的因素，例如所需服务和产品的同时可用性、社区项目的可用性以及支持行为改变的政策。最后，我们提出了需要改进的领域，例如投资于长期的资金充足的运动，以实现充分的人口接触媒体信息。
Mass media campaigns are widely used to expose high proportions of large populations to messages through routine uses of existing media, such as television, radio, and newspapers. Exposure to such messages is, therefore, generally passive. Such campaigns are frequently competing with factors, such as pervasive product marketing, powerful social norms, and behaviours driven by addiction or habit. In this Review we discuss the outcomes of mass media campaigns in the context of various health-risk behaviours (eg, use of tobacco, alcohol, and other drugs, heart disease risk factors, sex-related behaviours, road safety, cancer screening and prevention, child survival, and organ or blood donation). We conclude that mass media campaigns can produce positive changes or prevent negative changes in health-related behaviours across large populations. We assess what contributes to these outcomes, such as concurrent availability of required services and products, availability of community-based programmes, and policies that support behaviour change. Finally, we propose areas for improvement, such as investment in longer better-funded campaigns to achieve adequate population exposure to media messages.