UP FRONT Volume 2, Number 4 October-December 1997

From this Issue | From Other Sources | Upcoming Events and Conferences | Publications | Call for Papers | Prescriptions | Special Recognition | Call for Information |

Vital Data

From This Issue

We begin this last issue of the volume year with four articles related to the interdisciplinary field of Health Communication. The first article explores public service announcements as critical tools for information dissemination throughout the world. A study of message factors in 317 public service announcements from 33 different countries was conducted to determine how well theoretically proven principles of effective message construction within a cognitive paradigm were incorporated in PSAs. The researchers also searched for significant relationships in each country between message characteristics and social and economic indicators such as Gross National Product, human freedom index and female status. Johnson, D., Flora, J., Rimal, R. N., HIV/AIDS Public Service Announcements Around the World: A Descriptive Analysis.

The second article deals with media through the application of new technologies. The article is an experimental study about how user-controlled sequencing might help learners develop greater gains of self-efficacy and expertise from an interactive first aid database. Interactive user sequencing of content was hypothesized to influence gains in knowledge and self-efficacy regarding the utilization of information presented. It was also hypothesized that the way one navigates through information sources to fulfill an information goal would mediate the effects of media interactivity upon self-efficacy. Seventy-two subjects, assigned to three experimental groups, accessed a computer-based, multimedia health database for the purpose of learning about CPR and choking first aid techniques. Group treatments differed according to the level of user-sequencing control of the information and whether users followed a pedagogically predetermined sequence. Media interactivity did not appear to directly influence gains in either knowledge or self-efficacy. However, learners who exhibited an information processing style of seeking out help or hints were more likely to experience self-efficacy changes using interactive media than were perseverent processors. A preliminary interpretation holds that an individual's processing style can potentially influence self-efficacy when he/she learns from different media formats. Jaffe, J. M., Media Interactivity and Self-Efficacy: An Examination of Hypermedia First Aid Instruction.

The third article of this issue addresses media and its effect on public opinion. This study utilized a time series method to assess the impact of media coverage on public opinion surrounding President Clinton's universal health insurance proposal, the Health Security Act. The period examined coincided with opinion surveys regarding support for or opposition to Clinton's proposal. Results showed that while support for the value of universal health coverage was high in the U.S., negative media coverage predicted declines in public support for the specific Clinton plan. Also examined were speakers in the debate who served as sources for media coverage. Analysis showed that politicians dominated the debate, as expected, while there was a relatively low presence of interest group sources. Negative rhetoric concerning the Clinton plan was categorized as having negative consequences for government, society, and individuals. Heubner, J., Fan, D. P., Finnegan J. Jr., "Death of a Thousand Cuts:" The Impact of Media Coverage on Public Opinion About Clinton's Health Security Act.

This issue's final article focuses on an African initiative of a contraception campaign. In 1993-1994, a male motivation campaign in Zimbabwe sought to encourage couples to use modern contraception, especially long-term and permanent methods, mainly by encouraging men to participate in family planning. Using a diverse mix of radio and television programming, print materials and community events, the campaign reached 88 percent of men and women in the five campaign areas. Football games and sports images proved especially effective in reaching male audiences. Baseline and follow-up survey found that approval of long-term methods, couples' discussion of family planning, and men's desire to be involved in family planning decisions increased during the campaign period. Data also showed that while contraceptive use fluctuated in the years surrounding the campaign, individuals exposed to three or more campaign elements were 1.6 time more likely than others to use a modern method after controlling for education, socioeconomic status, and other variables. Kim, Y. M., Maraugwanda, C., Stimulating Men's Support for Long-Term Contraception: A Campaign in Zimbabwe.

The Forum section of this issue is different than prior issues. In the Forum section, we present the results of a "consensus conference" for the 25th anniversary of social marketing practice which assessed the current state of the field and its future. Our editorial peer review board suggested we offer a summary of the conference itself that includes statements by certain participants. In addition to suggestions for the future of social marketing, we have presented responses by other practitioners to help advance the impact of effective health communication with social marketing.

From Other Sources

The Centers for Disease Control and Prevention (CDC) is launching a new exercise campaign entitled "Physical Activity: It's Everywhere You Go." The campaign targets the 60 percent of Americans who admit they are not currently active. It encourages small changes like taking the stairs instead of the elevator and doing physical activity around the house with a bit more vigor. It is for use by health professionals and community leaders across the nation. The campaign is packaged in a marketing kit, which includes three parts: Marketing Strategies for Physical Activity, Working With the Media, and Developing Physical Activity Programs and Events. The kit includes TV ads, radio spots, a colorful poster, and print advertising. The entire kit is available on the campaign's home page at http://www.cdc.gov/nccdphp/dnpa/readyset .

A United Nations survey shows corporate awareness of AIDS has risen. The survey showed nearly three quarters of large Western corporations had taken at least some measures to reduce the risk of their staff contracting AIDS. The survey sponsored by UNAIDS, the United Nations agency coordinating the fight against the disease, said 70 percent of companies had initiated the assistance programs and benefits for those suffering from HIV/AIDS. Just under half of 2,000 executives and managers surveyed at 203 United States and European companies said their primary aim in taking initiatives was employee welfare. You may find the complete story at http://www.infobeat.com/stories/cgi/story.cgi?id=4989751-1ca

Please note: Issue 3,1 of the Journal of Health Communication features an article entitled "Diffusion of Innovations Theory and Worksite AIDS Programs" by Tom Backer and Everett Rogers which offers insight on the Untied States Business Responds to AIDS Campaign.

The International Food Information Council has improved their website by adding a search engine within the site so users may easily search the site for topics of interest. Users may also seek answers to questions in the "Question and Answer" section where the most frequently asked questions about a number of topics have been answered. You may access this site at http://ificinfo.health.org .

A report of the first Leading for Life summit conference has been published which addresses the issue of AIDS in the Black community. The report includes suggestions for what can be done locally and nationally to combat the spread of AIDS in Black communities. Infection rates among adolescents within Black communities are increasing at a rampant pace. The publication focuses on improving media coverage of HIV and AIDS in communities of color, and raising support for prevention, care and research. For a copy of the report write or call the National AIDS Clearinghouse, P.O. Box 6003, Rockville, MD 20849-6003; (800) 458-5231, and request document D457. For more information on the Leading for Life campaign, contact Tonya Adams, outreach coordinator (617) 432-4400.

Upcoming Conferences and Events

The American Association of Behavioral and Social Sciences (AABSS) announces its first annual meeting at the Imperial Palace Hotel and Casino in Las Vegas, Nevada from January 13-16, 1998. The two main objectives of this meeting are to provide an interdisciplinary opportunity for the presentation of academic papers representing disciplines throughout the behavioral and social sciences and to assist in the development and exploration of new academic projects of interest to teaching faculty. For more information or registration material contact Dr. Norma Winston, President, University of Tampa at (813) 253-3333, ext. 3341 or email her at winstowe@eckerd.edu .

The Kentucky Conference on Health Communication will be held on April 23-25, 1998 at the Wyndham Garden Hotel in Lexington, Kentucky. The theme of this year's conference is "Theory and Praxis: The Role of Theory in Advancing Health Communication Research." This conference is an opportunity for communication researchers and health practitioners to examine ways to contribute to the development of health communication theory. The objective of the conference is to examine communication issues relating to health promotion and disease prevention through discussions on topics such as:

• patient-provider communication
• legal and ethical issues in health
• macro approaches to health communication
• the role of new communication technologies in health contexts
• creation of effective public communication campaigns

Please note this is the 10th Anniversary of the Conference on Health Communication. Prior hosts were the University of Toronto (1997) the Emerson-Tufts Program in Health Communication (1995) in Boston, MA.

Other conferences and contact numbers are:

American Association for Advancement of Science Annual Meeting & Science Innovation Exposition will be held on February 12-17, 1998 in Philadelphia, PA. (202) 326-6450

Eastern Communication Association 89th Annual Convention will be held on April 23-26, 1998 in Saratoga Springs, NY. You may contact Jerry Allen, University of New Haven, West Haven, CT 06516-1999

National Communication Ethics Fifth Conference will be held on May 7-10, 1998 in Gull Lake, MI. Contact James A. Gilchrist at (616) 387-3130.

Communications in Health Care sponsored by the Netherlands Institute of Primary Health Care will by held on June 10-12, 1998. The conference will be at the Free University, Amsterdam. Contact Peter Verhaak at 31-30-2319946 or fax at 31-30-2319290. You may also email p.verhaak@nivel.nl .

National Communication Association 8th Annual Convention will be held on Nov. 20-24, 1998 at the New York Hilton/Marriott Marquis. You may call (703) 750-0533 for more information.

Call for Papers

The Kentucky Conference on Health Communication invites papers to be submitted in any one of the following conference topic areas.

• patient-provider communication
• legal and ethical issues in health
• macro approaches to health communication
• the role of new communication technologies in health contexts
• creation of effective public communication campaigns

The Milbank Memorial Fund is commissioning papers that document and assess the experiences of patients and professionals in different parts of the country during the transformation of health services in the United States and that are appropriate for publication in refereed journals. These papers should address aspects of the experience of patients and their families, purchasers in the private and public sectors, regulators, health plans, and health professionals. Each paper will be based on quantitative and qualitative evidence, including the results of investigative journalism. Graduate and professional students are eligible to enter and must have a faculty advisor. There is no deadline for submission of abstracts and supporting materials. Commissions will be offered on a rolling basis through June, 1998. When reviewers chosen by the Fund conclude that a paper can be commended to a journal, a commission of $1,000 will be paid to the author, and a supervisory fee of $500 to his or her faculty advisor. For more information contact Charlene Rydell, Milbank Memorial Fund, 645 Madison Avenue, 15th Floor, New York, NY 10022-1095 or call her at (212) 355-8400.

Publications

The Essentials of Contraceptive Technology is a handbook for clinic staff published by the Johns Hopkins Population Information Program. It includes science based guidance on family planning methods and STDs/AIDS. The handbook includes a chapter on each major family planning method. The 352 page book incorporates World Health Organization medical eligibility criteria and Technical Guidance/Competence Working Group recommendations. The book is free of charge to health care professionals and programs in developing countries, United States Agency for International Development Collaborating Agencies, and other organizations working to promote reproductive health in developing countries. For all other orders the price is $5 US including postage and handling. For further information or to order a copy, contact Stephen M. Goldstein, Population Information Program, Center for Communication Programs, Johns Hopkins School of Public Health, 111 Market Place, Suite 310, Baltimore, Maryland 21202, USA. You may also fax (410) 659-6266. You can email him at PopRepts@welchlink.welch.jhu.edu and find the web site at http://www.jhuccp.org .

The Health Risk Communicator is a publication which comes out three times a year from the Subcommittee on Risk Communication and Education, Environmental Health Policy Committee, Public Health Service (PHS). This publication focuses on health risk communication principles, practices and standards. Health risk communication practitioners and researchers are the primary target audience. The newsletter's goals are to provide a forum for the exchange of news and ideas about contemporary health risk communication and education issues, and to dispense practical information on emerging trends, issues, and needs related to health risk communication principles and practices. Two examples of articles in Volume 1, Number 3 is "Reestablishing Trust and Credibility: A Major Air Station's Environmental Risk Communication Success Story," and "Risky Business: The Ethics of Responsible Risk Communication." You may send news or information for publication to Tim Tinker, DrPH, Agency for Toxic Substances and Disease Registry, 1600 Clifton Road, NE, MS E33, Atlanta, Georgia, 30333. You may phone at (404) 639-5013 or fax at (404) 639-0560. You may also email txt2@cdc.gov .

The Newly Independent States Health Promotion Bulletin is published quarterly by the Center for Communications, Health and the Environment (CECHE) (formerly the Central European Center for Health and the Environment), an American, private, non-profit, 501 (c) (3) organization based in Washington, DC. CECHE's mission has been to assist the newly established democracies of Central Europe and the former Soviet Union, by assessing, initiating, implementing and supporting programs to improve health and alleviate the adverse effects of environmental pollution in the region. In 1996, CECHE expanded its geographic focus to include other parts of the world. CECHE's programs focus on five areas: environment and public health policy, community intervention, professional training, public education, and private, voluntary action. CECHE specializes in the use of mass media, especially television, to accomplish its goals. For more information contact Center for Communications, Health and the Environment, 3333 K Street, N.W., Suite 110, Washington, DC 20007. You may call (202) 965-5990 or fax (202) 965-5996. Email SPalmer.CECHE.DC@worldnet.att.net Nina Halper, Editor.

A new research-based guide to preventing drug use by children and adolescents is now available from the National Institute on Drug Abuse. The booklet, Preventing Drug Use Among Children and Adolescents: A Research-Based Guide summarizes what researchers have learned in 2 decades of research on which drug prevention approaches work best. The guide describes 14 prevention principles and provides examples of 10 programs which researchers have studied and found effective in preventing drug use by young people. Also included is an extensive list of resources for additional information on drug abuse prevention. Copies of the guide can be obtained free of charge from the National Clearinghouse for Alcohol and Drug Information at (800) 729-6686.

The Association of State and Territorial Health Officials (ASTHO) with support from the Centers for Disease Control and Prevention has published a report entitled HIV Prevention Programs and Policies Targeted to Infection Drug Users-A Case Study of Massachusetts and Washington State. The report examines components of comprehensive strategies that the two states have employed to prevent HIV transmission among injection drug users, their sexual partners, and their children. Targets for the publication include state, federal, and local officials who will consider implementation of similar programs and policies in their respective states. A copy of the report is available by contacting the HIV/AIDS policy staff. Helen Fox Fields, hffields@astho.org or Patrick Flaherty, patrickf@astho.org . The phone number of ASTHO is (202) 371-9090 or fax at (202) 371-9797. You may also find the web site at http://www.astho.org/HIV AIDS/hivaids.html .

The Pan American Health Organization publishes Perspectives in Health twice a year. The magazine focuses on international issues in health. Topics include community based health, nutrition, cultural customs, education, environmental issues, physical activity, and children's health in developing countries as well as in developed countries. These are just a few examples of the broad range of topics and issues the magazine addresses. For more information contact the Regional Office for the Americans of the World Health Organization, 525 Twenty-Third Street, N.W., Washington, D.C. 20037. You may call at (202) 974-3000 or fax at (202) 974-3663. You may also get more information from their web site: http://www.paho.org.

The International Food Information Council Foundation (IFIC) has produced a publication entitled How to Understand and Interpret Food and Health-Related Scientific Studies. This publication is designed to help members of the media, health professionals and educators understand how to read and evaluate food and health-related scientific studies. It presents an overview of key information to look for, questions to ask and other important considerations. Article titles include "What to Look for When Critically Reviewing Scientific Studies," "Types of Research Studies: What They Are & When They're Used," as well as a section with definitions of scientific jargon. For a copy of the IFIC Review contact International Food Information Council Foundation, 1100 Connecticut Avenue, N.W., Suite 430, Washington, DC 20036. You may also go to their web site at http://ificinfo.health.org .

Prescriptions

Johnson, Rimal and Flora examined message factors in HIV/AIDS Public Service Announcements (PSAs) from 33 different countries to determine how well they incorporated theoretical principles. They also examined significant relationships between message characteristics and social and economic indicators for each country. Their recommendations for campaign planners of mass market oriented HIV/AIDS PSAs are:

• Think of PSAs as one element in a diverse media mix
• Create a ladder of desired outcomes, emphasizing communication between people first, address behavior later
• Recognize that PSAs shape how viewers think about a disease and their relationships with each other
• Broaden questions from "What are gaps in public knowledge?" to those such as "Do we really want to present HIV/AIDS as the Grim Reaper or a cartoon monster?", "Should we show the man or the woman as being responsible for condom use?", and "How realistic is it to show a woman refusing to have sex if a man won't use a condom?"

• Health communication professionals should not presume that the "interactivity" of hypermedia information resources, in and of itself, will result in gains of either knowledge or self-efficacy among novice users
• Preliminary findings indicate that an individual's information processing style, the way one navigates information spaces, might influence self-efficacy changes when using interactive media
• Further research should explore whether information processing styles might influence the instructional effectiveness of health communication messages and the media which convey them
• Researchers should extend research into natural context, including the home and health service locations, in order to examine the influence of context and motivation upon interactive health media uses and effects

• Recognize that policy advocates strongly influence both the choice of issues and the frames that the mass media use in presenting important issues to the public
• Realize that the media, in turn, guide the formation of favorable and unfavorable public opinion for those issues

• Use multiple reinforcing channels of communication, including some that appeal directly to male audiences
• Identify key messages that attract men's attention and address men's concerns
• Carefully consider prevailing gender roles in the society when designing messages addressed to men
• Do not inadvertently reinforce male stereotypes that promote gender inequality

You are enthusiastically invited to suggest items for inclusion in "Up Front!"

1. Summaries of key results from health communication research Name and purpose of study or protect; key data or findings; sponsorship; name of principal investigator or other primary contact; full citation and/or source of original document with contact information. Please include e-mail, gopher, and World-Wide Web URL addresses where available.
2. Research projects and grants Name, purpose, and funding amount of project or grant; sponsoring institution; institution and principal investigator with contact information (for research projects); key deadlines and contact information (for grants).
3. Conferences (Upcoming) Name, location, and dates of conference; sponsoring institution; key program themes; deadline and address for submitting abstracts; deadline and address for registration; contact information for further information.
4. Conferences (Completed) Name, location, and dates of conference; sponsoring institution(s), key themes, presentations, and recommendations; contact information for further information.
5. Upcoming Reports Full title, authors, sponsoring institution; one-sentence description of report; projected or actual release date; contact/ordering information.
6. Other Major Developments These could include announcements of changes affecting important institutions; developments in the field of health promotion, disease prevention, managed care systems, medical care, or other activities that impact health communication.
7. Maximum length 50 words 

   ---