THE IMPACT OF MASS-COMMUNICATION CAMPAIGNS IN THE HEALTH FIELD
THE IMPACT OF MASS-COMMUNICATION CAMPAIGNS IN THE HEALTH FIELD
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DOI：
10.1016/0277-9536(83)90359-3
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发表时间：
1983-01-01
影响因子：
5.4
通讯作者：
ALCALAY, R
中科院分区：
文献类型：
--
作者：
ALCALAY, R
本文分析了一系列利用大众传媒改变行为的健康教育项目。首先，这篇文章描述了说服理论是如何在大众传播活动中被用来最大化影响的。其次，本文讨论了社会心理学理论在此类运动中的应用。其中一个理论，认知失调，解释了态度、信仰和观点层面的变化。另一个理论，社会学习，定义了行为改变的策略。第三个理论是关于创新扩散的，它有助于理解任何创新采用所必需的人际关系网络。McGuire的接种理论提出了有助于抵抗有害环境影响（如吸烟、过度饮酒等）的策略。第三，这项工作回顾了使用了一个或多个社会心理学理论的公共卫生运动。第一个项目是关于戒烟和预防吸烟行为，主要是利用人际交往的策略来接种和塑造有用的行为，以抵抗有利于吸烟的社会压力。第二个项目旨在防止酗酒，主要利用大众传媒。该活动的目的是通过对公益广告的理想行为进行建模，以获得公众知识，态度和行为的变化。第三项运动是心脏病预防计划，它结合了大众传媒和人际沟通来改变人们的生活方式。最后，本文描述了在行为改变健康项目中使用大众媒体的局限性。
This article analyzes a series of health education projects that used the mass media to change behavior. First, the article describes how persuasion theories are used to maximize impact in mass communication campaigns. Second, this paper discusses theories of social psychology used in such campaigns. One such theory, cognitive dissonance, explains changes at the level of attitudes, beliefs and opinion. Another theory, social learning, defines strategies of behavior changes. A third theory, concerning diffusion of innovations, helps understand the network of interpersonal relationships essential for the adoption of any innovation. McGuire's inoculation theory suggests strategies to aid resistance to harmful environmental influences (e.g. smoking, excessive drinking, etc.). Third, this work reviews public health campaigns that have used one or more of these theories of social psychology. The first project, dealing with snoking behavior cessation and prevention, mainly used strategies of interpersonal communication for inoculating and modeling useful behavior in order to resist social pressures favorable to smoking. The second project, designed to prevent alcoholism, used the mass media primarily. The objective of this campaign was to obtain changes in knowledge, attitude and behavior in the public through modeling desirable behaviors over public service announcements. The third campaign, a heart disease prevention program, used a combination of mass media and interpersonal communication to achieve changes in lifestyle of the population. Finally, this article describes limitations in using mass media in behavior change health programs.