International Encyclopedia of Communication Online

Extract

The functions of modern mass media to give → information , to provide orientation, and to promote health-related behaviors are widely recognized within the field of → health communication . The media of → television , → radio , → newspapers , and → magazines influence intentionally or unintentionally, and mass media health campaigns are used purposively and effectively to change health practices (→ Health Campaigns, Communication in ). Nevertheless, the existing empirical research evidence is mixed. Content analyses ( Will et al. 2005 ) and → cultivation effects research ( Brown & Walsh-Childers 2002 ), e.g., on media images of thinness and eating disorders, seem to prove many dysfunctional health effects, especially by television (→ Content Analysis, Qualitative ; Content Analysis, Quantitative ). Even though there is some controversy on the effects of mass media in health promotion, there is a large body of work that documents the effectiveness of mass media public health campaigns. So the → Internet as a new platform gave rise to many new hopes, especially because of its unique features like convergence, interactivity, information capacity, and global reach (→ Interactivity, Concept of ). The Internet allows interactive communications , giving and receiving information and advice between users and/or providers of health information. The persuasive potential ... log in or subscribe to read full text