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Social Communication Campaigns: A Study of the Mass Media Effects Process - Couverture souple

Yousafzai, Farish Ullah

 
9783838395876: Social Communication Campaigns: A Study of the Mass Media Effects Process
Couverture souple
ISBN 10 : 3838395875 ISBN 13 : 9783838395876
Editeur : LAP LAMBERT Academic Publishing, 2010

Synopsis

The study has examined the influence of five demographic variables viz. locality, gender, education, socioeconomic status, and age in the effects process in the area of health-related information mediated by mass media. The influence was measured on three integrated effects levels? knowledge, attitude, and behavior. Four health- related information campaigns viz. vaccine course against fatal diseases commonly found in children, the use of iodated salt against goiter, orally rehydration salt during diarrhea and the adoption of small family norm were selected to examine the effects on the audiences. TV and radio were selected and married respondents of childbearing age stratified on the basis of gender were interviewed from the urban and rural areas. It was found that effects are discriminated on the basis of education and locality. So urban and high education groups are rich in holding information regarding health and have adopted the innovative methods proposed by the media. The study has also identified different semantic, socio-religious, and structural barriers that adversely affect the success of these campaigns at all three levels.

Les informations fournies dans la section « Synopsis » peuvent faire référence à une autre édition de ce titre.

Présentation de l'éditeur

The study has examined the influence of five demographic variables viz. locality, gender, education, socioeconomic status, and age in the effects process in the area of health-related information mediated by mass media. The influence was measured on three integrated effects levels? knowledge, attitude, and behavior. Four health- related information campaigns viz. vaccine course against fatal diseases commonly found in children, the use of iodated salt against goiter, orally rehydration salt during diarrhea and the adoption of small family norm were selected to examine the effects on the audiences. TV and radio were selected and married respondents of childbearing age stratified on the basis of gender were interviewed from the urban and rural areas. It was found that effects are discriminated on the basis of education and locality. So urban and high education groups are rich in holding information regarding health and have adopted the innovative methods proposed by the media. The study has also identified different semantic, socio-religious, and structural barriers that adversely affect the success of these campaigns at all three levels.

Biographie de l'auteur

Farish Ullah Yousafzai is an associate professor in the Centre for Media and Communication Studies, International Islamic University Islamabad, Pakistan. His research interest includes health communication campaigns and media effects. He has completed his post-doc. fellowship from the School of Communication, NTU, Singapore.

Les informations fournies dans la section « A propos du livre » peuvent faire référence à une autre édition de ce titre.

Éditeur
LAP LAMBERT Academic Publishing
Date d'édition
2010
Langue
anglais
ISBN 10 
3838395875
ISBN 13 
9783838395876
Reliure
Broché
Nombre de pages
180
Coordonnées du fabricant
non disponible
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