Mass media in health promotion: an analysis using an extended information-processing model

Area of Science:

• Social Psychology
• Communications Research
• Health Promotion

Background:

• The information-processing model is crucial for understanding attitude and behavior change.
• Mass media campaigns are significant tools in health promotion.

Purpose of the Study:

• To critically examine and extend the information-processing model for analyzing mass media campaign effects.
• To identify factors influencing attitude and behavior change across multiple levels.

Main Methods:

• Review of findings from social psychology and communications research.
• Analysis of evaluations from mass media health promotion programs.
• Examination of source, message, channel, receiver, and destination variables.

Main Results:

• Extended the information-processing model from six to 12 levels.
• Identified key factors for permanent attitude and behavior change: repetition, multiple sources, novel presentation, social support, and skill development.
• Highlighted the importance of audience participation for reinforcement.

Conclusions:

• A more complex, 12-level model enhances the analysis of mass media campaign impacts.
• Effective health promotion requires sustained, multi-faceted strategies.
• Program evaluation should account for the complexity of attitude and behavior change processes.