Journal of Health Communication: International Perspectives
UP FRONTVolume 3, Number 1 Vol. 3, Num. 1: Contents | Editorial | Up Front | Abstracts From this Issue | From Other Sources | Internet Sources | Upcoming Events and Conferences | Publications | Call for Papers | Special Recognition | Prescriptions Vital Data As we begin the third volume year of the Journal of Health Communication, we continue to promote the ethical research and practice of health communication to enhance the quality of life for individuals and communities throughout the world. In order to make research findings useful for the practitioner, the first article of this issue, authored by Backer and Rogers, applies the diffusion of innovation theory to work-site AIDS programs. Four case studies of the adoption of work-site AIDS programs were investigated, two of which were modifications of the CDC's Business Responds to AIDS (BRTA) Program. AIDS work-site programs were mainly initiated by the four study companies due to the efforts of a champion (defined as an individual who gains attention and resources for an issue in a system) or to the occurrence of a tragic event, such as a company employee contracting AIDS. The BRTA Program is an innovation that has not yet reached critical mass, after which the further rate of adoption occurs rapidly in a self-sustaining process. Backer, T. E., Rogers, E. M., Diffusion of Innovations Theory and Work-site AIDS Programs. The second article examines the knowledge gap between higher socioeconomic status (SES) parents and lower SES parents about childbirth and infant development. This knowledge gap has both health and public affairs implications, such as child development and mental health, social problems created by poor child health and child maltreatment, and socialization for effective citizenship. Four information source variable were studied: education, babycare experience, friend and relative networks, and interpersonal communication in a parent education setting. In the sample, the classic pattern of widening gaps due to education was not supported by time trend data, although one-time data showed gaps. The interpersonal communication condition contributed most to knowledge levels and also to widening the knowledge gaps. Gaziano, C., O'Leary, J., Childbirth and Infant Development Knowledge Gaps in Interpersonal Settings. In the third article, Smaglik et al. discuss how HIV-infected individuals used an interactive health software package call CHESS (Comprehensive Health Enhancement Support System). The research examined how a subset of users whose post-test score in a larger randomized trial showed significant improvement in quality of life compared on use patterns of CHESS with those who did not improve. The evidence presented here points to the nature of CHESS use more than it does to the amount of CHESS use. Those whose quality of life improved were among the most involved in their use of CHESS information tools. Even though Discussion Group accounted for the majority of all CHESS uses and time spent with the system, total use and Discussion Group use appears less important than use of the information tools, especially if that use was at least somewhat sustained and involved. Smaglik, P., Hawkins, R. P., Pingree, S., Gustafson, D. H., Boberg, E., Bricker, E., The Quality of Interactive Computer Use Among HIV Infected Individuals. The forum article in this issue discusses the potential of the Internet as a channel for behavior change. By examining the conceptual bases of persuasion, the authors believe that the World Wide Web and other Internet-based resources have many of the characteristics necessary for persuasive communication, and may in fact constitute a hybrid channel that combines the positive attributes of interpersonal and mass communication. The notion that the Internet features many of the persuasive qualities of interpersonal communication make it a prime candidate for the application of key behavioral science theories and principles to promote healthier behaviors. The broad reach that the Internet shares with many mass communication channels indicates an economy to Internet-based efforts to communicate with large audiences. If the Internet can be used for persuasive health communication and its reach continues to expand, the authors conclude that it is time for public health professionals to explore the design and evaluation of Internet-based interventions directed at health behavior change. Cassell, M. M., Jackson, C., Cheuvront, B., Health Communication on the Internet: An Effective Channel for Health Behavior Change? At the 125th anniversary meeting of the American public Health Association (APHA) held in Indianapolis, Indiana, November 9-13, 1997, an organizing meeting chaired by Journal of health Communication editor Dr. Scott Ratzan, and hosted by Taylor and Francis, the Journal's publishers, resulted in the creation of the APHA's newest discipline-based unit. The new unite is made up of persons dedicated to improving public health via communication. A committee of volunteers, chaired by Fred Kroger of CDC's Division of Health Communication, was charged by the over 200 health communicators who participated in the organizing meeting with developing plans for enhancing the contributions of professional health communicators for the 1998 annual meeting, to be held in Washington, DC, November 15-19, 1998. Persons who wish to be on the mailing list for this newly formed health communication unit should forward their name, mailing and e-mail addresses, and phone number to: Fred Kroger, Interim Chair, APHA health Communicators Organizing Committee, Centers for Disease Control and Prevention, 1600 Clifton Road, MS D-42, Atlanta, Georgia 30333. You may also call 404-639-7276 or e-mail fck1@cdc.gov. The December 10, 1997 JAMA contains the Fourth Edition of the Primer on Allergic and Immunologic Diseases. This Primer is published every five years to address many aspects of allergic, immunologic, and asthmatic disorders. It reviews allergy and immunology as they relate to medical practice. The genetic basis of several immunologic diseases and the physiology of the immune system are discussed. JAMA 278 (22):1799-2034. A study on women's beliefs about hormone replacement therapy (HRT) was conducted at Group Health Cooperative of Puget Sound, a health maintenance organization in western Washington. Current and past users of HRT mentioned these reasons most frequently for their use: menopause-related symptoms, osteoporosis prevention, and physician advice. Cardiovascular disease prevention was also mentioned. Women who did not use HRT viewed menopause as a natural event for which medications were unnecessary or were afraid of cancer and other side effects. With a better understanding of the beliefs and decisions that influence women's choice to use HRT, providers can develop more effective strategies for helping women make more informed choices about HRT. Newton, K.M. et al, Women's Beliefs and Decisions about Hormone Replacement Therapy. Journal of Women's Health 6:459-65. Hoffman-Goetz et al. examined tobacco ads and articles on cancer, cardiovascular disease, and general health in three major magazines targeted to African American women (Ebony, Essence, and Jet ). Of 649 general health articles, eighty-four discussed cancer in general, only nine covered tobacco-related cancers. The number of tobacco-related ads reach nearly 1,500 during the January 1987-December 1994 period with the number of per year declining over time and varying significantly by magazine. Tobacco-related cancer is entirely preventable and covering such cancers in magazines targeting these women presents an opportunity to promote preventive health behavior. Hoffman-Goetz, L. et al. Cancer Coverage and Tobacco Advertising in African-American Women's Popular Magazines. Journal of Community Health 22:261-69. The Centers for Disease Control and Prevention's (CDC) public education campaign to foster more effective communication between patients and physicians on Helicobacter pylori (H. pylori), and its link to stomach ulcer disease, was launched in October 1997. The campaign is designed to reach three distinct audiences: the general public, peptic ulcer patients, and health professionals. Before launching the second wave of the campaign in April 1998, campaign planners will be conducting focus group tests at sites around the country to determine the penetration of the initial campaign and to refine communication strategies and messages. Additional information about H. pylori and ulcers can be obtained through the toll-free hotline at 1-888-MY-ULCER, or through the CDC website: http://www.cdc.gov/ncidod/dbmbd/hpylori.htm The Latino Health Advocacy Program, a pilot program based in Worcester, MA, featured these components: forming linkages with health and human service agencies, working one-on-one with clients, and conducting community outreach. The program was evaluated as useful in increasing community access to and improving use of services. Because of the program's holistic approach, lay health advisors (LHAs) were able to address the underlying causes of problems, not just the symptoms. When community members take an active role in the initiation, design, implementation, and evaluation of local health care programs, they are more likely to use the programs. Baker, E.A., The Latino Health Advocacy Program: A Collaborative Lay Health Advisor Approach. Health Education & Behavior 24:495-509. The Higher Education Center for Alcohol and Other Drug Prevention assists institutions of higher education in developing and carrying out alcohol and other drug prevention programs that will foster students' academic and social development and promote campus and community safety. The Center's website supports prevention efforts on campus by disseminating information and promoting communication among those working at higher education institutions. On the website you will find access to all Center publications, current center training sessions, workshops and other meetings and conferences, and links to related information. There is also information on the Network of Colleges and Universities Committed to the Elimination of Drug and Alcohol Abuse, including a searchable member directory. The site can be found at http://www.edc.org/hec/. The Women's Health component of the Global Health Network provides links to hundreds of sites on women's health issues worldwide. Links include medical associations, research projects, consumer guides, government agencies, and databases. Topics cover general women's health, aging, cancer, domestic violence, heart disease, infectious diseases, maternal and child health, mental health, nutrition and fitness, and population and reproductive health issues. The site can be found at http://www.pitt.edu/HOME/GHNet/GHWomen.html (capitals are important). The Health on the Net Foundation's Web site is best known for its evolving HON "Code of Conduct for Medical Web Sites," a set of quality principles for medical information on the Internet. The Health on the Net site offers one of the best medicine-specific search tool on the Web, listings of support communities, a searchable database of medical movies and images, a library of resources, and free access to MEDLINE. The purpose of the site is to promote through demonstration and example, the effective use of the Internet in health and medicine. The Health on the Net Foundation is an international not-for-profit organization headquartered in Geneva, Switzerland. The site can be found at http://www.hon.ch. Upcoming Conferences and Events The American Journal of Health Promotion's Ninth Annual Art and Science of Health Promotion Conference will be held in Monterey California on March 23-28, 1998. The keynote speakers include Dr. Susan J. Blumenthal who will be speaking about writing a new national prescription to improve women's health. Dr. Peter Benson will be talking about building a foundation for health. The foundation of age will by presented by Betty Friedan. For more information, contact the American Journal of Health Promotion, by telephone, 248-682-0707; fax, 248-682-1212 or write the Journal at 1660 Cass Lake Rd Suite 104, Keego, MI 48320. On March 25-27, 1998 in Indianapolis, Indiana, the Greenleaf Center for Servant-Leadership is presenting the Leadership Institute for Health Care, which is a national leadership forum for health care professionals. The topic of the conference topic is "Building Healthy Environments Through Caring Leadership." The design of the Institute is based upon the emerging field of servant-leadership, a philosophy which supports people who choose to serve first, and then lead as a way of expanding service to individuals and institutions. For additional information, contact Nancy Larner, Program Director for the Greenleaf Center by telephone 317-259-1241, fax 317-259-0560, or visit the Center's website at http://www.greenleaf.org. The Society for Applied Learning Technology's Sixteenth Annual Conference on Interactive Instruction Delivery and Distance Learning Systems will be held February 18-20, 1998 at the Hyatt Orlando Hotel in Kissimmee, Florida. The conference is part of Orlando Multimedia '98 which features application presentations on Internet applications, interactive instruction materials development, industrial and management training, emerging technology for instructional systems, and public and university education. For more information about the conference, call 800-457-6812 or 540-347-0055, e-mail Intermult98@lti.org or visit their website at http://www.salt.org. The 4th annual Innovations in Social Marketing Conference will be held June 7-8 in Washington DC. The conference will bring together the world's leading social marketing authorities from practice and academia to share ideas, theories, methods, and findings. The conference is geared toward a format that allows interaction among participants and feedback for presenters. For more information contact Michael Rothschild by telephone at 608-263-3462, by fax 608-262-0394, or by e-mail at mrothschild@bus.wisc.edu. Developing Objectives for Healthy People 2010 is now available. This guide provides information on the process for developing the Nation's third set of disease prevention and health promotion objectives. It describes how individuals and organizations can get involved and provides background on the Health People initiative and a calendar of major milestones. To order a copy, call 301-468-5960. A new edition of Straight Talk: Substance Abuse is available. It is part of a substance abuse module that also includes a discussion leader's guide focusing on skill building. The entire module emphasizes and reinforces drug-free values and behaviors and deals with the negative consequences of substance abuse for the individual, family, and community. The National Association of State Alcohol and Drug Abuse Director and the National Prevention Network collaborate on the issue, with technical assistance from the Center for Substance Abuse Prevention, NIDA, and Join Together. Drug-Free Schools and Communities coordinators, health educators, counselors, and other youth-serving professionals may obtain a free copy by writing on their school or agency letterhead to The Learning Partnership, P.O. Box 199, Pleasantville, NY 10570 or by sending a fax to 914-769-5676. The Robert Wood Johnson Foundation produced a special report on state health care reform. The report discusses the political realities that determine the viability of certain policy options and implementation realities that reveal the effectiveness of certain strategies. In this report, state policymakers have shared their experiences through reports and at the program's national meetings, and have responded to requests from state policymakers for technical assistance and information. Perhaps the most important insight that state experience offers is to verify that states serve well as policy laboratories for one another and for the nation as a whole. A copy of this publication are available by writing the Communications Office, The Robert Wood Johnson Foundation, P.O. Box 2316, Princeton, NJ 08543-2316 or by e-mail at publications@rwif.org. The summary report is available from the First National Workshop on Research Transfer Issues, Methods and Experiences held in North York, Canada from February 27-28, 1997. In an effort to advance research transfer, practitioners from eighteen organizations across Canada participated in the two-day workshop which enabled them to share their experiences and successful strategies for the dissemination of research findings for the explicit purpose of influencing health care decision making. Copies of this report can be obtained by writing D. Hoppenheim, ICES, G-106, 2075 Bayview Ave, North York, Ontario, M4N 3M5 CANADA, by calling 416-480-4055, ext. 3781, by fax 416-480-6048, by e-mail hoppy@ices.on.ca, or on the web at http://www.iwh.on.ca. The International Association of Business Communicators Research Foundation encourages rigorous research on questions of practical relevance to communicators and public relations practitioners. They are sponsoring a competition for the best scholar-practitioner paper which will receive a $1000 reward. Papers should focus on aspects of business communication, such as current issues, environmental scanning, large-scale research of substantial duration and in-depth information about the history of the communication progression. The deadline is March 4, 1998. For more information contact Christiane Page by telephone 613-993-4806, by e-mail christiane.page@nrc.ca, or by fax at 613-952-9907. The Health Improvement Institute awarded the Office of Disease Prevention & Health Promotion of the US Department of Health & Human Service, in Washington, DC, the top honor for their website http://www.healthfinder.gov. This site, which was developed by Social & Health Services, Ltd., a government contractor in Rockville, MD, helps consumers search for timely, accurate, and unbiased health information. Smaglik, Hawkins, Pingree, Gustafson, Boberg, and Bricker offer us some advice on designing health information for computer-based systems. When designing health information for computer-based systems, developers should:
Backer and Rogers studied four AIDS programs in different work-sites. They looked at how AIDS programs in the Work-site are being adopted. The following are their suggestions for the diffusion of AIDS programs in the Work-site.
Cassell, Jackson and Cheuvront looked at the potential of the Internet as an effective channel for health behavior change. They found that the Internet has many of the characteristics necessary for persuasive communication and can be used to communicate public health messages. The following are the authors' discussion of the potential of the Internet as a site for public health interventions.
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