Shortened Summary Health Communication (2024/2025) - Master’s Persuasive Communication
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Course
Health Communication (77643SP05Y)
Institution
Universiteit Van Amsterdam (UvA)
A comprehensive summary for Health Communication (77643SP05Y Persuasive Communication Master’s), covering essential information in a clear and structured way. I made a longer summary as well (Complete Summary) but this is easier to learn, the longer one could be better to look up answers during t...
1. Planning Health Promotion
Kok et al. (2018) week 2
Planning effective health promotion interventions requires a systematic, theory-driven
approach. The Intervention Mapping (IM) framework is one of the most widely used tools
for developing health promotion programs. It integrates theory, research, and practical
strategies into a structured process that ensures interventions are evidence-based and
culturally appropriate. IM considers the individual, organizational, and societal levels of
influence, focusing on creating sustainable change across multiple contexts.
The Six Steps of Intervention Mapping:
1. Assessment:
The first step involves identifying the health issue, its root causes, and the target
population's needs.
• Process: Conduct a thorough analysis of the health problem using theoretical
frameworks like PRECEDE-PROCEED. This assessment guides the next steps by
determining the health behaviors and environmental factors that need to be
addressed.
• Example: A program targeting childhood obesity would assess both the
prevalence of the condition and contributing factors such as poor dietary habits
and lack of physical activity in schools.
2. Matrices of Change Objectives:
This step defines specific behaviors and environmental changes that need to occur to
achieve the desired health outcomes.
• Process: Develop matrices that link each target behavior or environmental factor
with the corresponding determinants (e.g., knowledge, attitudes, social norms).
• Example: For increasing physical activity, matrices might focus on improving
children's attitudes towards exercise, enhancing parental support, and making
recreational spaces more accessible.
3. Theory-Based Methods and Strategies:
Identify the most appropriate behavioral change methods to influence the identified
determinants.
• Process: These methods could be derived from a variety of theoretical
frameworks like Social Cognitive Theory, Health Belief Model, or Transtheoretical
Model. The goal is to match strategies to the specific determinants identified in
step two.
• Example: If a key determinant of physical activity is self-efficacy, strategies such
as modeling and reinforcement may be employed to help children gain
confidence in their ability to exercise.
, 4. Program Design:
Develop the program components: materials, activities, and interventions.
• Process: This step involves converting theoretical methods into practical
components, such as health education sessions, posters, media
campaigns, or community-based interventions.
• Example: A physical activity program could include fun, interactive
lessons for children, take-home materials for parents, and promotional
campaigns to encourage neighborhood fitness events.
5. Adoption and Implementation:
Identify the key stakeholders who need to adopt and implement the intervention
(e.g., schools, healthcare providers, community organizations).
• Process: Ensuring that these stakeholders are prepared and willing to
adopt the intervention is critical. This might involve training, engaging key
influencers, and fostering partnerships.
• Example: Schools could be incentivized to participate in a childhood
obesity prevention program by offering free resources or professional
development for teachers.
6. Evaluation:
Evaluate the effectiveness of the intervention through systematic data
collection.
• Process: Monitoring and evaluation plans should be designed to assess
both the short-term and long-term effects of the intervention. Evaluation
also helps improve future program designs.
• Example: For a physical activity program, evaluations might include pre-
and post-program assessments of children's physical fitness, as well as
surveys of parents' attitudes and behaviors related to exercise.
Ecological and Multilevel Approaches:
Health promotion should consider the ecological model, which emphasizes the
interrelationship between individual behavior, community factors, and policies.
A multilevel intervention that targets individual, organizational, and societal changes is
often more effective than one that focuses only on individual-level factors.
Example: A smoking cessation program might include individual counseling, workplace
support, and policy changes that restrict smoking in public spaces.
Conclusion:
Intervention Mapping is a robust and structured approach to developing health
promotion programs that are grounded in theory, evidence, and real-world applicability.
It ensures that interventions are comprehensive, inclusive, and focused on sustainable
outcomes.
,2. Changing Behavior Using Theories at
the Interpersonal, Organizational,
Community, and Societal Levels
Ruiter et al. (2020) week 2
Behavior change interventions are more likely to succeed when they address multiple
levels of influence. The socioecological model proposes that behaviors are influenced
not just by individual factors but also by interpersonal, organizational, community, and
societal factors. This article discusses how various behavioral theories can be applied
across these levels to achieve comprehensive, sustainable change.
The Interpersonal Level:
At the interpersonal level, theories like Social Cognitive Theory (SCT) and Social
Network Theory (SNT) are used to understand how personal relationships and social
interactions shape behaviors.
• SCT emphasizes the role of self-efficacy, observational learning, and reciprocal
determinism in shaping behaviors. For instance, when a person’s social network
supports healthy behaviors, such as exercise, they are more likely to adopt these
behaviors themselves.
• SNT highlights how individuals’ behaviors are influenced by the social structures
around them, such as friends, family, and colleagues. Social norms within these
networks can create pressure to conform, either promoting or hindering behavior
change.
• Example: Peer-led smoking cessation programs leverage the influence of
respected individuals within a social network to reduce smoking rates.
The Organizational Level:
At the organizational level, behavior change theories like Stakeholder
Theory and Organizational Change Theory focus on how workplaces, schools, and
community organizations can influence behavior through policies, structures, and
practices.
• Stakeholder Theory explores the interests and influence of various parties (e.g.,
employees, employers, government agencies) in an organization’s decision-
making process. For example, organizations can adopt policies that support
employee health, such as offering wellness programs, subsidized gym
memberships, or smoking cessation support.
, • Organizational Change Theory highlights how the culture and leadership within
an organization can drive large-scale behavior change. Top-down initiatives,
such as leadership support for health initiatives, can promote changes in
organizational practices and individual behaviors.
• Example: A workplace health promotion initiative might involve creating a
supportive environment for physical activity, such as offering flexible work hours
for exercise or creating walking meetings.
The Community Level:
Community-level interventions target environmental, cultural, and social factors that
influence behavior. Theories like Community Mobilization Theory and Social Capital
Theory emphasize how collective action and shared community resources can be
leveraged to create change.
• Community Mobilization Theory emphasizes the importance of organizing
community members around a shared health goal, such as a clean water
campaign or a community health fair. By empowering communities to take
ownership of health issues, these efforts can generate long-term, sustainable
change.
• Social Capital Theory focuses on the role of networks, trust, and mutual
support in fostering collective action. Communities with high levels of social
capital are better equipped to tackle health challenges together, such as
promoting healthy eating habits or increasing physical activity in a local park.
• Example: Community-led projects to reduce childhood obesity by providing
education, community gardens, and recreational opportunities.
The Societal Level:
Societal-level theories, such as Systems Theory and Policy Change Models, highlight
how larger societal structures—such as government policies, economic systems, and
public health infrastructures—shape individual and group behavior.
• Systems Theory suggests that behaviors are interconnected with larger systems
and that any intervention should consider these broader influences. For
example, increasing access to healthy food in lower-income neighborhoods
requires changes in food systems, distribution policies, and community
engagement.
• Policy Change Models stress the importance of influencing public policy to
create environmental changes that make healthier choices more accessible.
This includes advocating for policies that promote smoking bans, healthier
school meals, or taxation on sugary drinks.
• Example: Government policies to restrict smoking in public spaces have
dramatically reduced smoking rates by changing societal norms and making it
less socially acceptable.
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