Summary
Samenvatting gezondheidscommunicatie
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samenvatting van het hoofdstuk 'gezondheidscommunicatie' van het vak persuasieve communicatie
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H8: GEZONDHEIDSCOMMUNICATIEDit hoofdstuk= algemene kennis die opgedaan is door verschillende onderzoeken
onderzoek over gezondheidscommunicatie = over bepaald onderwerp: soa’s, roken, drugs: niet
tezamen onderzocht maar apart
TYPES V GEZONDHEIDCOMMUNICATIE-MODELLEN
1. Basic zender-ontvanger modellen
model v Shannon & Weaver:
Te simpel+ naief
Geen systeem1/2
Niks over interpersoonlijke
comm/ groepen
=> niet geschikt om
gezondheidscommunicatie te representeren
2. Psychologische+ besliskundige modellen
Theory of reasoned action (TRA)/ Theory of planned behavior (TPB)
Psychologie &
besluittrekkinggroot probleem
wnr dit als gezondheidscomm-
model w gebruikt
o Model gaat over relatie
tss attitudes en gedrag
o Er staat nergens
‘boodschap’
o Is een systeem-2 model:
bewuste beslissingen
3. Marketing modellen
publiek opdelen in segmenten:
o Personen die merk sowieso kopen
o Personen die overtuigd moeten worden door kortingsbonnen,…
4. Communicatie modellen
Extended parallel proces model
o 2 dingen die in gezondheidsboodschap moeten zitten:
o Bedreiging: “je gaat sneller dood wnr…”
o Efficacy: “je kan het oplossen door….”
o Obv boodschap: threat-appraisal
o Disregard
Dreiging is niet v toepassing op mij/ Ill take the risk,…
o Fear
Afficacy appraisal: kan ik mezelf beschermen?
Danger control: Ik ga mezelf ertegen wapenen
Fear control
o Geen zelfredzaamheidsgevoel
o “Ik eet en sport wel veel”
42
o “ik steek sigaretten in ander doosje”: geen
confrontatie meer met boodschap
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