Effectiveness Of Health Communication Research Articles

Mechanisms of mental illness anti-stigma messaging matter: Leveraging mental health communication inequities among Latinx populations to understand what works and what we can do better

BackgroundSince 1950, public communication about the neurobiological-psychosocial basis of mental illness from the diathesis-stress model has promoted reception to treatment yet violent/dangerous stereotypes have increased during this period. Moreover, public mental health communication efforts have predominantly diffused in English-language media, excluding Spanish/Latinx media and its consumers from these efforts. To inform future mental health communication strategies, this study leverages high versus low diffusion of public mental health communication across English and Spanish/Latinx media to examine public mental health communication effects on stigma and treatment beliefs via neurobiological-psychosocial beliefs. MethodsA quota sample of 2058 U.S.-based Latinx residents ages 13–86 with diverse language/cultural media preferences was recruited to self-complete a survey about mental health information acquisition in 2021. Assessments ascertained frequency of Spanish/Latinx and English media use and mental health content scanning and seeking (α = 0.86–0.94); and items from the General Social Survey about mental illness neurobiological-psychosocial causal beliefs (α = 0.72)—genetics, brain chemistry, environment, stress; treatment beliefs—mental illness improves with treatment or on its own; and stigma beliefs—violent/dangerous and bad character stereotypes and unwillingness to socialize with a person with mental illness. Structural equation models estimated total, direct, and indirect effects of Spanish/Latinx and English media exposures on treatment and stigma beliefs via neurobiological-psychosocial beliefs, net individual/family factors. ResultsSpanish/Latinx media reduced, while English media increased, neurobiological-psychosocial beliefs (p < 0.01). Neurobiological-psychosocial beliefs, in turn, increased treatment and stigma beliefs (p < 0.01), simultaneously. Indirect pathways were also significant (p < 0.05). Proportion mediated on treatment beliefs was one-third for Spanish/Latinx and two-thirds for English media. Proportion mediated on stigma beliefs for all media exposures averaged ≥1. ConclusionsWhile consumers of Spanish/Latinx media report lower neurobiological-psychosocial knowledge that impedes treatment beliefs, consumers of English media report greater neurobiological-psychosocial and treatment knowledge and, consequently, more stigma. Innovation in public mental health communication is needed to counter stigma and health inequity.

The Effectiveness of Health Communication in Preventing Stunting

Purpose: Stunting is a chronic nutritional problem that remains a primary concern in Indonesia; it requires considerable attention and is one of the Sustainable Development Goals (SGDs). Stunting prevention is very important, and one program that can be implemented is health communication. This study aimed to evaluate, review, and criticize published articles regarding the effectiveness of health communication in efforts to prevent stunting. Methodology: A systematic and comprehensive literature search was conducted following the Preferred Reporting Items for Systematic Reviews and Meta-Analyses (PRISMA) guidelines using the following databases: PubMed, ScienceDirect, and Google Scholar until September 2023. Results: All the included studies stated that health communication has a significant positive impact on stunting prevention through three types of communication: interpersonal, group, and mass communication. The messages conveyed by communicators to communicants cover most of the important messages that must be conveyed, including exclusive breastfeeding, complementary foods, BMI and HAZ scores, and nutritional behavior. The methods used also varied, ranging from counseling methods at posyandu or integrated healthcare centers, use of flipcharts, radio, TV, support groups, home visits, mobile outreach, food production, and training of community health workers. Limitations: According to the review, this study has limitations, including a limited number of studies, and the research population is not spread across every region in the world; consequently, the results of this review may not be able to represent all populations and races globally. Contribution: We hope that the findings of this study can be used as a reference for further research related to stunting management using a health communication approach. In addition, this study can be used as a reference source for conducting outreach, interpersonal communication, group communication, and mass communication related to stunting, so that stunting prevention programs in Indonesia can be implemented widely and comprehensively.

Factors influencing the continuance intention of the women's health WeChat public account: an integrated model of UTAUT2 and HBM.

Women's health WeChat public accounts play a crucial role in enhancing health literacy and fostering the development of healthy behaviors among women by disseminating women's health knowledge. Improving users' continuous usage behavior and retention rates for the women's health WeChat public account is vital for influencing the overall effectiveness of health communication on WeChat. This study aimed to construct a comprehensive model, delving into the key factors influencing women's continuance intention of the women's health public accounts from the perspectives of perceived health threats, individual abilities, and technological perceptions. The goal is to provide valuable insights for enhancing user stickiness and the effectiveness of health communication on WeChat public accounts. An online survey was conducted among women receiving gynecological care at a certain hospital to gage their willingness for sustained use of the women's health WeChat public accounts. Through structural equation modeling, the study investigated the influencing factors on women's sustained intention to use the women's health WeChat public accounts. The study included a total of 853 adult women. Among them, 241 (28.3%) women had followed women's health official accounts in the past but do not currently follow them, 240 (28.1%) women had followed women's health official accounts in the past and are still following them, and 372 (43.6%) women had never followed women's health official accounts. Currently, 240 women are still browsing women's health public accounts, 52 of whom read women's health public accounts every day, and most of them read women's health public accounts for 10-20 min at a time (100, 11.7%). The results of the structural equation model revealed that performance expectancy, social influence, hedonic motivation, habit, and e-health literacy had significantly positive effects on women's sustained intention to use public accounts (performance expectancy: β = 0.341, p < 0.001; social influence: β = 0.087, p = 0.047; hedonic motivation: β = 0.119, p = 0.048; habit: β = 0.102, p < 0.001; e-health literacy: β = 0.158, p < 0.001). E-health literacy and self-efficacy indirectly influence sustained intention by affecting performance expectancy, effort expectancy, social influence, facilitating conditions, hedonic motivation, and habit. The effect sizes of e-health literacy on performance expectancy, effort expectancy, social influence, facilitating conditions, hedonic motivation, and habit were 0.244 (p < 0.001), 0.316 (p < 0.001), 0.188 (p < 0.001), 0.226(p < 0.001), 0.154 (p < 0.001), and 0.073 (p = 0.046). The effect sizes of self-efficacy on performance expectancy, effort expectancy, social influence, facilitating conditions, hedonic motivation, and habit were 0.502 (p < 0.001), 0.559 (p < 0.001), 0.454 (p < 0.001), 0.662 (p < 0.001), 0.707 (p < 0.001), and 0.682 (p < 0.001). Additionally, perceived severity and perceived susceptibility indirectly affected sustained intention by influencing performance expectancy and social influence. The effect sizes of perceived severity on performance expectancy and social influence were 0.223 (p < 0.001) and 0.146 (p < 0.001). The effect size of perceived susceptibility to social influence was 0.069 (p = 0.042). Users' e-health literacy, self-efficacy, perception of disease threat, and users' technological perceptions of the WeChat public accounts are critical factors influencing women's continuance intention of using the WeChat public accounts. Therefore, for female users, attention should be given to improving user experience and enhancing the professionalism and credibility of health information in public account design and promotion. Simultaneously, efforts should be made to strengthen users' health awareness and cultivate e-health literacy, ultimately promoting sustained attention and usage behavior among women toward health-focused public accounts.

Emoji and visual complexity in health information design: A moderated serial mediation model

Social media is a valuable tool that enables public health organizations to communicate effectively. To enhance the reach of health communication on social media, scholars have proposed that emoji be used to convey scientific information. The current study explored the influence of emoji on the effectiveness of health communication on social media. Automated content analysis revealed that the presence of emoji in online health information resulted in higher levels of social media engagement (SME) than the absence of emoji did. Additionally, a 2 (emoji: present versus absent) × 3 (visual complexity of information design: low versus medium versus high) online experiments revealed that the presence of emoji in health information sequentially increased perceived enjoyment and perceived interactivity, thereby promoting SME. However, this effect is influenced by the visual complexity of health information designs. The presence of emoji is only effective in increasing SME with health information presented using a design with low or medium visual complexity. This study provides theoretical and practical insights into visual health communication and health information design.

Examining the Persuasive Effects of Health Communication in Short Videos: Systematic Review.

The ubiquity of short videos has demonstrated vast potential for health communication. An expansion of research has examined the persuasive effect of health communication in short videos, yet a synthesis of the research is lacking. This paper aims to provide an overview of the literature by examining the persuasive effect of health communication in short videos, offering guidance for researchers and practitioners. In particular, it seeks to address 4 key research questions: What are the characteristics of short videos, samples, and research designs in short video-based health communication literature? What theories underpin the short video-based health communication literature? What are the persuasive effects of health communication in short videos? and What directions should future research in this area take? Following the PRISMA (Preferred Reporting Items for Systematic Reviews and Meta-Analyses) guidelines, an electronic search of 10 databases up to March 10, 2023, generated 4118 results. After the full-text screening, 18 articles met the eligibility criteria. The current research lacks a uniform definition of short videos, demonstrates sample biases in location and education, and adopts limited methodologies. Most studies in this synthesis are theoretically grounded or use theoretical concepts, which are predominantly well examined in persuasion research. Moreover, relevant topics and suitable themes are effective in persuasive health communication outcomes, whereas the impact of diverse narrative techniques remains ambiguous. We recommend that future research extends the definition of short videos beyond time constraints and explores non-Western and less-educated populations. In addition, researchers should consider diverse methods to provide a more comprehensive examination and investigate the impact of audience targeting and narrative techniques in short video health communication. Finally, investigating how the unique aspects of short videos interact with or challenge traditional persuasion theories is essential.

Health Communication as a Viable Tool in the Control and Prevention of Meningitis in Nigeria: An Analytical Audience Perspective

Meningitis continues to be a significant public health challenge in Nigeria, leading to substantial morbidity and mortality rates. Effective control and prevention strategies are crucial in mitigating the impact of this infectious disease. It is in the light of this that this study therefore, from an analytical audience perspective, examines health communication as a viable tool in the control and prevention of meningitis in Nigeria. The objective of this study is basically to examine the impact of health communication interventions on the knowledge and preventive behavior related to meningitis among the target audience in Nigeria. This study is anchored on the attitude change theory; and data were collected through the use of questionnaires. Findings from this study show that health communication interventions have been impactful because it has influenced the knowledge and preventive behavior of the respondents as regards to the control and prevention of meningitis. The study also revealed that health communication strategies have been highly effective in the control and prevention of meningitis in Nigeria. This study recommends that in order to enhance the effectiveness of health communication as a viable tool in the control and prevention of meningitis in Nigeria, the multi-channel communication approaches should be strengthened.

Exploration and Practice of Health Communication in Hospital Under the Background of the Healthy China Initiative

Along with the increasing quality of human life, people pay more attention to healthcare. Public health and one's health have become daily issues. As a branch of communication, more and more scholars pay attention to health communication studies. Supported by the Healthy China Initiative, health communication study has ushered in a new development opportunity. This paper elaborates on the specific practices of health communication in a provincial hospital from three dimensions: (1) how to empower communication with the Healthy China Initiative; (2) the effects of health communication; (3) health communication strategy analysis.

COVID-19, Anti-Intellectualism, and Health Communication: Assessing the Chinese Social Media Platform Sina Weibo

In the digital media era, new media platforms have become the main channels for transmitting medical and health information in China. However, anti-intellectualism limits the effectiveness of disseminating health information. Therefore, in China, the government and health departments have made efforts to determine how to control anti-intellectualism to effectively disseminate medical and health information, given the situation of a global pandemic and its counter-measures. Against this backdrop, this study applied textual analysis to explore the manifestations of anti-intellectualism in network platforms. The key findings indicate that the irrational behavior of anti-intellectuals is manifested in emotional dominance, abusive behavior, overconfidence and trusting rumors. Based on these results, the authors propose some measures to balance the relationship between anti-intellectualism and health communication. The findings of the study have significant implications for improving the effectiveness of health communication in China.

Evidence-based core information for health communication of tobacco control: The effect of smoking on risks of female disease.

Cigarettes have become the the biggest killer of contemporary female's health and beauty. What kind of health information is suitable for the general public is an important issue to be discussed globally. The purpose of this study is to generate systematic, rigorous, public-demand-oriented and appropriate core information relevant to tobacco control based on the best available evidence, combined with audience preferences and pre-dissemination content review from multidisciplinary expertise in order to improve the effectiveness of health communication of tobacco control. Relevant systematic reviews meta-analysis that reported smoking on risks of female disease were identified by searching PubMed, Embase, the Cochrane Library, Web of Science, Clinical Trials.gov, and the International Clinical Trial Registry Platform. The Grading of Recommendations Assessment, Development and Evaluation (GRADE) process was applied to assess the evidence in order to make rigorous core information. The audience prevalence survey was conducted to ensure that core information was targeted and tailored. Finally, the expert assessment was used for a pre-dissemination content review and to evaluate whether the core information was appropriate or not. The final core information consisted of eight parts concerning the effects of smoking and female cardiovascular disease, diabetes, rheumatoid arthritis, respiratory disease, digestive system disease, mental disease, non-pregnant female reproductive system disease, as well as pregnant women and their fetuses. A total of 35 items of core information suitable for dissemination was included and the quality of evidence, the degree of public demand and the outcome of pre-dissemination content review were reported. The core information related to female cardiovascular system diseases, as well as liver cancer and upper gastrointestinal cancer is the preferred content for health communication of tobacco control. The quality of evidence for core information related to pregnant women and their infants, as well as diseases of reproductive system, respiratory system, and diabetes needs to be improved to meet high public demand. The core information related to mental disease is more suitable for dissemination to patients with mental illness than to the general public. Besides, dissemination of core information should be individualized. Evidence-based Core Information for Health Communication of Tobacco Control would be helpful to provide evidence support for health communication related to tobacco control and enhance public health literacy for international communities that have high smoking prevalence and related disease burden.

Prospective Evaluation of Health Communication Effects on Market Outcomes

AbstractPartial equilibrium models have been used extensively by policy makers to prospectively determine the consequences of government programs that affect consumer incomes or the prices consumers pay. However, these models have not previously been used to analyze government programs that inform consumers. In this paper, we develop a model that policy makers can use to quantitatively predict how consumers will respond to risk communications that contain new health information. The model combines Bayesian learning with the utility-maximization of consumer choice. We discuss how this model can be used to evaluate information policies; we then test the model by simulating the impacts of the North Dakota Folic Acid Educational Campaign as a validation exercise.

Assessing Communicative Effectiveness of Public Health Information in Chinese: Developing Automatic Decision Aids for International Health Professionals.

Effective multilingual communication of authoritative health information plays an important role in helping to reduce health disparities and inequalities in developed and developing countries. Health information communication from the World Health Organization is governed by key principles including health information relevance, credibility, understandability, actionability, accessibility. Multilingual health information developed under these principles provide valuable benchmarks to assess the quality of health resources developed by local health authorities. In this paper, we developed machine learning classifiers for health professionals with or without Chinese proficiency to assess public-oriented health information in Chinese based on the definition of effective health communication by the WHO. We compared our optimized classifier (SVM_F5) with the state-of-art Chinese readability classifier (Chinese Readability Index Explorer CRIE 3.0), and classifiers adapted from established English readability formula, Gunning Fog Index, Automated Readability Index. Our optimized classifier achieved statistically significant higher area under the receiver operator curve (AUC of ROC), accuracy, sensitivity, and specificity than those of SVM using CRIE 3.0 features and SVM using linguistic features of Gunning Fog Index and Automated Readability Index (ARI). The statistically improved performance of our optimized classifier compared to that of SVM classifiers adapted from popular readability formula suggests that evaluation of health communication effectiveness as defined by the principles of the WHO is more complex than information readability assessment. Our SVM classifier validated on health information covering diverse topics (environmental health, infectious diseases, pregnancy, maternity care, non-communicable diseases, tobacco control) can aid effectively in the automatic assessment of original, translated Chinese public health information of whether they satisfy or not the current international standard of effective health communication as set by the WHO.

Emotional and Cognitive Responses to COVID-19 Information Overload under Lockdown Predict Media Attention and Risk Perceptions of COVID-19

The present study examined positive and negative effects of health communication on the fight against the COVID-19 under lockdown, during the first wave of the pandemic in Greece. An online survey (N = 1,199) examined the relationships among media trust, emotional and cognitive reactions to COVID-19 information overload, media attention, and risk perceptions regarding COVID-19. Participants’ media attention (exposure and attention combined) to information about the pandemic was positively related to their risk perceptions (perceived susceptibility and severity) about the disease. Media attention was dependent on participants’ trust in the media as valid sources of information, but also on their cognitive and emotional reactions to COVID-19 information overload. In response to this overload, they produced negative thoughts and more negative (fear and anger) than positive (protection) emotions. These distinct reactions had differential effects on media attention and risk perceptions. Fear and protection were positively related to media attention and risk perceptions, while anger and negative thinking undermined attention and perceptions. Furthermore, all reactions depended on media trust, which mediated the effect on media attention. These findings highlighted desirable and some undesirable effects of health communication in the fight against COVID-19, which can be used to improve health communication in the future.

A comparison of health communication effectiveness and the improvement of management strategies: taking two Chinese traditional medicine hospitals\u2019 WeChat public accounts as examples

BackgroundIn the light of “Internet plus”, hospitals are following the trend of using mobile internet and adopting a strategy of spreading public health knowledge through mobile terminals. WeChat is a social media with the largest number of users in China. Its public account has become the most popular service among the public.MethodsWe examine the health communication of medical institutions on social media platforms. The WeChat public accounts of Zhejiang Provincial Chinese Traditional Medicine Hospital and Jiangxi Provincial Chinese Traditional Medicine Hospital were taken as cases to measure the communication effect from the following dimensions: update interval, content positioning and design, numbers of clicks and likes as well as topic types.ResultsThe update interval of WeChat public account of Jiangxi Provincial Hospital of Traditional Chinese Medicine was regular, compared with that of the other hospital. The accounts of the two hospitals both set up special sections to facilitate patients to obtain medical services online. There is an extremely significant difference between the two hospitals’ mean numbers of clicks (p < 0. 001), compared with no significant difference between their mean numbers of likes. One-way analysis of variance suggests the type of topic on posts is significantly correlated with the number of clicks. Moreover, there is an extremely significant difference between public health knowledge and news propaganda.ConclusionThe development of hospitals’ WeChat public accounts can promote people’s health and equity in accessing medical information and service, and also boost “Internet plus health care” service. The topic type of hospital’s news publicity is paid a relatively lower attention by users. Therefore, hospitals’ WeChat public accounts need to adjust their strategy from propaganda-oriented to users-centered, with topic planning and posts designed to fulfill users’ needs.

Agency beliefs are associated with lower health information avoidance

Background:Avoiding health information is relatively common and is associated with lower knowledge of health risks and lower engagement in protective health behaviour. Health information avoidance likely limits the effectiveness of health communication interventions.Objective:To identify beliefs associated with avoiding health information.Design:Two cross-sectional studies.Setting:Two representative samples of adults residing in the USA.Method:We tested whether low health agency beliefs and low perceptions of threat underlie the tendency to avoid diabetes or colorectal cancer health information in two samples.Results:An exploratory factor analysis (EFA) of our variables indicated that beliefs could be grouped into two sets of constructs that mapped onto agency (locus of control, fate) and two that mapped onto threat perception (dread, perceived risk). Information avoidance was common. In the two samples, 30% and 34% indicated they preferred to avoid information about diabetes and 20% and 19% indicated they preferred to avoid colorectal cancer information. Results were largely consistent across studies and diseases. In final adjusted regression models, beliefs indicating lower health agency were consistently associated with more avoidance. Some threat perception variables (worry about getting the disease and having a family history of the disease) were associated with less avoidance; absolute and comparative perceived risk were not.Conclusion:Given that health information avoidance likely undermines a wide range of health communication and self-regulation strategies, future health communication efforts might be advanced by developing intervention approaches that involve enhancing perceived control over health prior to delivering health messages.

Effect of tobacco smoking on atomic disease and asthma as predictors of low awareness

Effective public health communication is hampered by inaccessibility to use information about health risks. Ineffective public health communication has drastic impact on people’s behavior and knowledge. Tobacco smoking is one such example that causes additional disease burden on susceptible populations. We report an analysis of inaccessibility to information about tobacco health risks and health communication effects on people with different socioeconomic status (SES). Our findings comprise of a survey of 306 respondents from adult urban population from Rawalpindi and Islamabad cities. Mean number of smoking health alert subscribers was calculated using mobile phone user as proxy variable to describe access and awareness of population. For one-point increase in poverty, a statistically significant 36.4% decrease (p&lt;0.01), 95% CI (0.33-0.91) in the odds of tobacco risk awareness was observed. Low awareness about tobacco smoke was linked with atopic disease (95% CI; 2.41-5.98) and asthma (95% CI 1.72-6.12). Socioeconomic status has a significant association with obstacles to online information access and health journal, and levels of smoking-related knowledge. Urban population of Islamabad had higher SES, higher news exposure, and higher levels of tobacco-prevention related knowledge than population from Rawalpindi. Respondents from latter group were active in seeking information through television whereas the former prefer to attend seminars and workshops arranged by local health officials to adopt incorrect prevention attitude towards cigarette smoking. Our results suggest that frequent information delivered through media channels will improve the ability of general public to adopt prevention behavior during an outbreak or health emergency condition. We further conclude that prevailing communication inequalities in dealing epidemiological issues can be overcome by extensive use of media, which will not only enhance coordination between organizations disseminating alerts, advisories but also improve the behavior of general public potentially impacting effective response during disease epidemics.

Battling the infodemics: health communication effectiveness during COVID-19

The coronavirus disease (COVID-19) outbreak in many parts of the world has posed serious concerns to the public health. During this period of crisis, the World Health Organization (WHO) reminds all countries and communities that the spread of this virus can be significantly slowed or even reversed through the implementation of robust containment and control measures. The WHO has also asked the public to be careful while reading and spreading health recommendations from untrustworthy online sources of information. Myths and misbeliefs about the prevention and spread of COVID-19 not only create global panic but also pose risks to people's lives and public health in general. Rampant misinformation on the disease slows down the efforts of public health bodies to contain the outbreak. Therefore, the role of public health bodies in communicating the right message and in the right form to the public is crucial.In our study, we aim to assess the effectiveness of communication strategies used by international and national public health authorities to inform the public on COVID-19 risks and prevention. In particular, we conduct a survey experiment on a large sample (N = 4000) of adults from seven European countries to test the efficacy of public health messages in a form of prevention and corrective information provision. The study seeks to investigate how people's risk perceptions and behaviors change subject to the preventive information provision or treatment with the information countering widely spread misperceptions about the COVID-19 as compared to the control group.The findings of this research will be relevant for policymakers and public health professionals in the development of effective communication strategies during disease outbreaks.Key messages Risk perceptions towards COVID-19 and their determinants across European countries are unknown.Unclear effectiveness of public health messages in a form of prevention and corrective information provision.

Health communication effects on food safety behaviors: A regression analysis of the determinants of food safety behaviors in health communication for life rural program districts

We investigate the relationship between the adoption of practices shown to reduce the risk of aflatoxin consumption and several hypothesized protective factors—including exposure to social and behavior change communication and beliefs about the danger and severity of consumption of potentially contaminated foodstuffs. The study utilizes cross-sectional survey data collected from rural heads of households in Malawi as baseline data for a U.S. Agency for International Development-funded social and behavior change communication project, Health Communication for Life. We hypothesized that four groups of factors would be associated with the use of practices shown to reduce the risk of aflatoxin contamination and consumption—demographic factors, geographic location, exposure to health communication about food safety and risks of aflatoxin contamination, and beliefs. The exposure model and belief model found higher scores to be associated with adopting positive food safety behaviors and in the hypothesized directions. This indicates that exposing people to information about food safety increases their reported food safety behaviors across production, storage, and purchasing activities. The effects of exposure to food safety messages and beliefs about food safety persisted in our trimmed model, net of the effects of education. This finding indicates that communication channels and exposure to social and behavior change messaging are an effective means of influencing food safety behaviors especially in environments where educational levels are low. Our findings may well extend to contexts beyond our study area into other rural, agriculturally dependent, and low-education environments in southern Africa.

A Comparison of Metaphor Modality and Appeals in the Context of Skin Cancer Prevention

Health communication experts continually seek out effective strategies to strengthen persuasive campaigns. While there is evidence that verbal metaphors can improve persuasion, little attention has been given to the potential of visual metaphors to enhance health communication effects. To fill this gap, an experiment was conducted to test the effects of metaphor modality (visual vs. verbal) and type of fear appeal used (death-based or appearance-based) on skin protection intentions. Additionally, the moderating role of an individual characteristic (need for cognition), and the mediating role of two processing outcomes (message elaboration and perceived message effectiveness) were examined. Results indicated that there was no significant difference between the main effects of metaphor modality and type of fear appeal, but these message features interacted making the death-based fear appeal the most effective strategy. Need for cognition directly affected perceptions of effectiveness but did not affect skin protection intentions nor message elaboration. Of the two message processing outcomes examined, only perceived message effectiveness mediated the relationship between metaphor modality and skin protection intentions. Theoretical explanations and practical implications are discussed.

Food Safety and Rural Parents in China: Investigating an Effective Path for Risk Communication

ABSTRACT Measurements of the effects of improvements in single communication elements (audience, channel, message, etc.) to promote risk and health communication effectiveness have been widely studied; however, whether a combination of optimum communication elements always leads to successful communication has rarely been discussed. In this study, we investigated communication with 909 rural parents in China to explore how these carefully selected communication elements worked together to contribute to the effectiveness of food-related risk communication. Specifically, two sets of communication strategies were designed with different combinations of optimum communication elements and were applied to parents segmented by perception biases. The outcomes show that the effectiveness of communication did not necessarily depend on the combination of optimum elements, but rather on the key element that the audience cared most about. The finding of this research also underscores the need for increased awareness and the importance of both the investigation of the socio-demographic and dimensional perception characteristics of the segmented cluster, and the outcome evaluation procedure in the identification of the key element. Our study develops quantitative exploration of risk communication effectiveness and provides new insight regarding risk/health communication in rural China. An effective path and methodology for risk communication in the rural area of China has been proposed, which would not only provide a practical reference for Chinese practitioners to launch real risk communication campaigns in rural areas, but also methodologically contribute to successful efforts to identify the key element and improve effective communication practices for a larger range of health-related issues.

Augmented Reality in the Health Domain: Projecting Spatial Augmented Reality Visualizations on a Perceiver's Body for Health Communication Effects.

An experiment is reported that studied the effects of spatial embodiment in augmented reality on medical attitudes about the self. College students (N = 90) viewed public service announcements (PSAs) with overlaid virtual fetuses and X-rayed images of lungs on various interfaces representing embodiment-a two-dimensional screen, a three-dimensional (3D) mannequin, and the participants' bodies (3D). Results indicated that PSA messages with richer embodied interfaces increase the sense of "being there," also known as spatial presence (SP), in sequential order; this leads to increased negative emotion regarding smoking cigarettes and an increased willingness to engage with a cigarette cessation campaign. When the SP mediates the dual model process, only affective attitudes increase the behavioral intention to engage with the campaign.