Health among men in rural Bengal: Exploring meanings through a culture-centered approach

Researchers in health communication usually adopt a linear approach to the study of health. Under this linear model, the emphasis is on the transmission of beliefs, information, and knowledge from key points at the core (the traditional senders) to the peripheral receivers of messages. A growing body of scholarship foregrounds the importance of understanding health communication from a culture-centered perspective that privileges the dialogue with community members. Drawing on a culture-centered approach, the authors examine the meanings of health among men in rural Bengal. Their dialogue with these men suggests that communication in the realm of health exists in the context of responsibility as care providers, work life, structural barriers, and solutions through participatory processes. The findings elucidate the connection between structure and the communication practices of marginalization. The authors' discursive engagement with the participants points toward spaces of entry for theorizing health communication and developing culture-centered praxis.