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From page 255... ... 255 8 Findings and Recommendations INTRODUCTION The Committee on Communication for Behavior Change in the 21st Century: Improving the Health of Diverse Populations accepted its charge in the context of three assumptions: Communication interventions to affect health behaviors are an increasingly important strategy for improving the health of the American people. Evidence shows that some of these communication interventions have affected health behavior. Read the entire page →
From page 256... ... 256 SPEAKING OF HEALTH communication programs do now to serve the diverse audiences they must address? How might what they do be improved? Read the entire page →
From page 257... ... Findings and Recommendations 257 This chapter takes each of these questions in turn, summarizing the committee's findings with regard to the question, then presenting the recommendations that come from those findings. Read the entire page →
From page 258... ... 258 SPEAKING OF HEALTH In some cases, there are data about comparative trend lines for subgroups with regard to a health outcome or health behavior. (Most often the subgroups examined are defined by race/ethnicity, but sometimes they are reported by other conventional diversity categories.) Read the entire page →
From page 259... ... Findings and Recommendations 259 should collect appropriate data so they can complement overall conclusions about effectiveness with conclusions about important subgroups of the population. These analyses should be reported in the context of systematic descriptions of diversity implementation strategies. Read the entire page →
From page 260... ... 260 SPEAKING OF HEALTH • Communication interventions should be targeted to specific subgroups only when evidence from program research suggests that important differences exist in health behavior or in the antecedents of health behavior or when there is a strong hypothesis that such differences exist. Otherwise, a reasonable approach will be to design communication interventions based on common features among groups/people. Read the entire page →
From page 261... ... Findings and Recommendations 261 sity groups in the constructs that matter in a particular circumstance. Moreover, if theories are used appropriately, researchers and program planners alike will obtain population-specific data for planning purposes. Read the entire page →
From page 262... ... 262 SPEAKING OF HEALTH theory successfully, or who have provided proposals that establish their full understanding of relevant theory and of the practical implications of theory for implementation. • Reports about communication research should specify clearly the theory that was used and indicate how the underlying theoretical constructs were applied and measured. Read the entire page →
From page 263... ... Findings and Recommendations 263 2. Ethical principles are easily endorsed, but not always easily achieved. Read the entire page →
From page 264... ... 264 SPEAKING OF HEALTH now a growing literature on participatory research that may be helpful. • NIH may wish to commission a review of the alternative mechanisms that programs have used to incorporate representatives of recipients in their decision making, including some evaluation of the success of those mechanisms. Read the entire page →
From page 265... ... Findings and Recommendations 265 3. Successful public communication programs have met certain conditions. Read the entire page →
From page 266... ... 266 SPEAKING OF HEALTH context of media coverage of related events (e.g., Rock Hudson's death from AIDS) Read the entire page →
From page 267... ... Findings and Recommendations 267 for diverse populations has been demonstrated. The Centers for Disease Control and Prevention's Guide to Community Preventative Services is an important source of information about evidencebased programs (http:/www.the communityguide.org) Read the entire page →
From page 268... ... 268 SPEAKING OF HEALTH NEW COMMUNICATION TECHNOLOGY 1. The application of new communication technology in health programs is occurring at a rapid pace. Read the entire page →
From page 269... ... Findings and Recommendations 269 DIVERSITY 1. Diversity frequently is defined for policy and research purposes by broad social demographic categories such as race, ethnicity, and socioeconomic status as well as gender and age. Read the entire page →
From page 270... ... 270 SPEAKING OF HEALTH • This concern reflects much current research by anthropologists, sociologists, and psychologists. At the same time, it reflects the applied wisdom of sophisticated social marketers and communication campaign planners, who are making the same argument. Read the entire page →
From page 271... ... Findings and Recommendations 271 INFRASTRUCTURE 1. The field of public health communication relies on the contribution of many disciplines. Read the entire page →
From page 272... ... 272 SPEAKING OF HEALTH Infrastructure Recommendation 2: National campaigns to address major health priorities require the mustering of substantial resources and, often, coordinated efforts of multiple agencies if national audiences are to be reached and effects are to be sustained over time. They cannot be undertaken successfully without such commitment. Read the entire page →

From page 255...

... 255 8 Findings and Recommendations INTRODUCTION The Committee on Communication for Behavior Change in the 21st Century: Improving the Health of Diverse Populations accepted its charge in the context of three assumptions: Communication interventions to affect health behaviors are an increasingly important strategy for improving the health of the American people. Evidence shows that some of these communication interventions have affected health behavior.