Public Health Communication

Autorentext

Bernard Seytre is a consultant, teacher, and trainer in public health communication.

Klappentext

Offering both a theoretical framework and practical approach to this increasingly important topic, Public Health Communication addresses an unmet need in the field of public health. Grounded in the author’s research and experience, and in light of an increase in the prevalence of communicable diseases and the aftermath of COVID-19, this unique title provides a scientific perspective of communication as an integral part of public health programs. The author proposes the theory of "health culture," which bases a public health communication strategy on the culture of the target populations regarding the health issue in question, avoiding communication strategies and messages that are at best ineffective, and at worst likely to provoke resistance among the population.Presents a unique approach to public health communication that considers knowledge, representations of health and illness, perceptions of health care workers and health authorities, acquired behaviors, social norms, and historical and political contexts of a particular population. Topics include:

• An analysis of the role of communication in public health and its political implications
• A presentation of the theoretical framework of health culture and a multidisciplinary approach to public health communication
• A study of public health communication in the age of social media
• Practical advice for defining a communication strategy and translating it into plans and toolsAnalyzes communication during health crises and on various public health issues, such as COVID-19, the H1N1 influenza pandemic, the campaign to eradicate poliomyelitis, Ebola, vaccine controversies, cholera, exclusive breastfeeding, and care for pregnant womenShares thirteen detailed case studies, at the national and international levels, in both industrialized and developing countriesAn ideal resource for members of ministries of health, NGOs, and international organizations, as well as health care workers, students, and faculty in disciplines involved in public healthBernard Seytre is a consultant, teacher, and trainer in public health communication, and a visiting professor at Senghor University. He has worked in about twenty industrialized and developing countries and is the author of around thirty books, chapters, and articles.

Inhalt

Forewords
Prof. John Arko-Mensah
Prof. Robert Gallo
Prof. Mike Kelly
Preface
Chapter 1 What Is Public Health Communication?
Chapter 2 Behavioural Theories
Chapter 3 Theories and Approaches Used in Health Communication
Chapter 4 Health Culture Theory
Chapter 5 How Can We Study Health Culture?
Chapter 6 Public Health Communication and Politics
Chapter 7 Applying Psychology to Public Health Communication
Chapter 8 Communicating in the Age of the Internet and Social Media
Chapter 9 Communication Strategies, Plans, and Tools
Chapter 10 Communicating About Vaccination
CASE STUDIES
Case Study 1 Management of the Influenza A(H1N1) Pandemic, 2009
Case Study 2 COVID-19, Protective Measures, and Vaccines
Case Study 3 COVID-19 Vaccine Misinformation and Vaccination
Case Study 4 Tuberculosis Screening
Case Study 5 Exclusive Breastfeeding
Case Study 6 Support for Pregnant Women
Case Study 7 Promoting HIV Testing
Case Study 8 Ebola Virus Disease Epidemics
Case Study 9 Vaccines From the Expanded Program on Immunization
Case Study 10 The Failure of the Global Poliomyelitis Eradication Initiative
Case Study 11 Cholera Epidemic
Case Study 12 Should We Be Afraid of an Infodemic?
Case Study 13 The Measles, Mumps, and Rubella Vaccine Controversy
By the Same Author