The Messenger is the Medium: communication and Diffusion Principles in the Process of Behavior Change

• Autores: Thomas W. Valente, Raquel Myers
• Localización: Estudios sobre las culturas contemporáneas, ISSN 1405-2210, Nº. 31, 2010, págs. 249-276
• Idioma: inglés
• Enlaces
  • Texto completo (pdf)
• Resumen

  • The most common approach to communicating health promotion messages has been through a single medium, either radio or television. But, as techno­logy and communication advances, experts agree today that it is important, in order to accelerate behavior change, to use a multimedia approach when communicating health promotion messages. This article discusses how communication, in particular interpersonal communication, can be incorpor­ated into community action and other health promotion efforts. Diffusion of innovation theory provides the foundation for this article and we begin by discussing its principies, followed by an explanation of its use in evaluating mass media campaigns. Throughout, we wilI highlight the importance and role played by interpersonal communication and social networks.