{"product_id":"health-communication-from-theory-to-practice-second-edition-9781118122198","title":"Health Communication  From Theory to Practice","description":"\u003cb\u003eBook Synopsis\u003c\/b\u003e\u003cbr\u003eNow in its second edition, Health Communication: From Theory to Practice provides a comprehensive introduction to theory, intervention design, current issues, and special topics in health communication. The book also represents a hands-on guide to program development, implementation, and evaluation.\u003cbr\u003e\u003cbr\u003e\u003cb\u003eTable of Contents\u003c\/b\u003e\u003cbr\u003e\u003cp\u003eTables, Figures, Exhibits, and Numbered Boxes ix\u003c\/p\u003e \u003cp\u003ePreface xv\u003c\/p\u003e \u003cp\u003eAcknowledgments xvii\u003c\/p\u003e \u003cp\u003eThe Author xxi\u003c\/p\u003e \u003cp\u003eIntroduction xxiii\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart One: Introduction to Health Communication 1\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 1 What Is Health Communication? 3\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eIn This Chapter 3\u003c\/p\u003e \u003cp\u003eDefining Health Communication 4\u003c\/p\u003e \u003cp\u003eHealth Communication in the Twenty-First Century: Key Characteristics and Defining Features 9\u003c\/p\u003e \u003cp\u003eThe Health Communication Environment 22\u003c\/p\u003e \u003cp\u003eHealth Communication in Public Health, Health Care, and Community Development 23\u003c\/p\u003e \u003cp\u003eThe Role of Health Communication in the Marketing Mix 25\u003c\/p\u003e \u003cp\u003eOverview of Key Communication Areas 26\u003c\/p\u003e \u003cp\u003eThe Health Communication Cycle 28\u003c\/p\u003e \u003cp\u003eWhat Health Communication Can and Cannot Do 29\u003c\/p\u003e \u003cp\u003eKey Concepts 31\u003c\/p\u003e \u003cp\u003eFor Discussion and Practice 32\u003c\/p\u003e \u003cp\u003eKey Terms 32\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 2 Current Health Communication Theories and Issues 33\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eIn This Chapter 33\u003c\/p\u003e \u003cp\u003eUse of Communication Models and Theories: A Premise 34\u003c\/p\u003e \u003cp\u003eKey Theoretical Influences in Health Communication 35\u003c\/p\u003e \u003cp\u003eSelect Models for Strategic Behavior and Social Change Communication 57\u003c\/p\u003e \u003cp\u003eOther Theoretical Influences and Planning Frameworks 62\u003c\/p\u003e \u003cp\u003eCurrent Issues and Topics in Public Health and Health Care: Implications for Health Communication 64\u003c\/p\u003e \u003cp\u003eKey Concepts 81\u003c\/p\u003e \u003cp\u003eFor Discussion and Practice 82\u003c\/p\u003e \u003cp\u003eKey Terms 82\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 3 Culture and Other Influences on Conceptions of Health and Illness 83\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eIn This Chapter 83\u003c\/p\u003e \u003cp\u003eWhat Is Culture? 84\u003c\/p\u003e \u003cp\u003eApproaches in Defining Health and Illness 85\u003c\/p\u003e \u003cp\u003eUnderstanding Health in Different Contexts: A Comparative Overview 88\u003c\/p\u003e \u003cp\u003eGender Influences on Health Behaviors and Conceptions of Health and Illness 91\u003c\/p\u003e \u003cp\u003eHealth Beliefs Versus Desires: Implications for Health Communication 94\u003c\/p\u003e \u003cp\u003eCultural Competence and Implications for Health Communication 97\u003c\/p\u003e \u003cp\u003eKey Concepts 99\u003c\/p\u003e \u003cp\u003eFor Discussion and Practice 99\u003c\/p\u003e \u003cp\u003eKey Terms 100\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart Two: Health Communication Approaches and Action Areas 101\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 4 Interpersonal Communication 103\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eIn This Chapter 103\u003c\/p\u003e \u003cp\u003eThe Dynamics of Interpersonal Behavior 104\u003c\/p\u003e \u003cp\u003eSocial and Cognitive Processes of Interpersonal Communication 106\u003c\/p\u003e \u003cp\u003eCommunity Dialogue as an Example of Interpersonal Communication at Scale 111\u003c\/p\u003e \u003cp\u003eThe Power of Personal Selling and Counseling 112\u003c\/p\u003e \u003cp\u003eCommunication as a Core Clinical Competency 116\u003c\/p\u003e \u003cp\u003eImplications of Interpersonal Communication for Technology-Mediated Communications 128\u003c\/p\u003e \u003cp\u003eKey Concepts 129\u003c\/p\u003e \u003cp\u003eFor Discussion and Practice 131\u003c\/p\u003e \u003cp\u003eKey Terms 132\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 5 Mass Media and New Media Communication, and Public Relations 133\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eIn This Chapter 133\u003c\/p\u003e \u003cp\u003eHealth Communication in the New Media Age: What has Changed and What Should Not Change 134\u003c\/p\u003e \u003cp\u003eThe Media of Mass Communication and Public Relations 138\u003c\/p\u003e \u003cp\u003ePublic Relations Defined: Theory and Practice 139\u003c\/p\u003e \u003cp\u003eMass Media, Health-Related Decisions, and Public Health 149\u003c\/p\u003e \u003cp\u003eNew Media and Health 157\u003c\/p\u003e \u003cp\u003eReaching the Underserved with Integrated New Media Communication 170\u003c\/p\u003e \u003cp\u003eMass Media– and New Media–Specific Evaluation Parameters 171\u003c\/p\u003e \u003cp\u003eKey Concepts 174\u003c\/p\u003e \u003cp\u003eFor Discussion and Practice 176\u003c\/p\u003e \u003cp\u003eKey Terms 177\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 6 Community Mobilization and Citizen Engagement 179\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eIn This Chapter 179\u003c\/p\u003e \u003cp\u003eCommunity Mobilization and Citizen Engagement: A Bottom-Up Approach 180\u003c\/p\u003e \u003cp\u003eCommunity Mobilization as a Social Process 182\u003c\/p\u003e \u003cp\u003eEngaging Citizens in Policy Debates and Political Processes 188\u003c\/p\u003e \u003cp\u003eImplications of Different Theoretical and Practical Perspectives for Community Mobilization and Citizen Engagement Programs 190\u003c\/p\u003e \u003cp\u003eImpact of Community Mobilization on Health-Related Knowledge and Practices 194\u003c\/p\u003e \u003cp\u003eKey Steps of Community Mobilization Programs 203\u003c\/p\u003e \u003cp\u003eThe Case for Community Mobilization and Citizen Engagement in Risk and Emergency Communication 212\u003c\/p\u003e \u003cp\u003eKey Concepts 216\u003c\/p\u003e \u003cp\u003eFor Discussion and Practice 217\u003c\/p\u003e \u003cp\u003eKey Terms 218\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 7 Professional Medical Communications 219\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eIn This Chapter 219\u003c\/p\u003e \u003cp\u003eCommunicating with Health Care Providers: A Peer-to-Peer Approach 220\u003c\/p\u003e \u003cp\u003eTheoretical Assumptions in Professional Medical (Clinical) Communications 224\u003c\/p\u003e \u003cp\u003eHow to Influence Health Care Provider Behavior: A Theoretical Overview 226\u003c\/p\u003e \u003cp\u003eKey Elements of Professional Medical Communications Programs 228\u003c\/p\u003e \u003cp\u003eOverview of Key Communication Channels and Activities 235\u003c\/p\u003e \u003cp\u003eUsing IT Innovation to Address Emerging Needs and Global Health Workforce Gap 237\u003c\/p\u003e \u003cp\u003ePrioritizing Health Disparities in Clinical Education to Improve Care: The Role of Cross-Cultural Health Communication 239\u003c\/p\u003e \u003cp\u003eKey Concepts 240\u003c\/p\u003e \u003cp\u003eFor Discussion and Practice 242\u003c\/p\u003e \u003cp\u003eKey Terms 242\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 8 Constituency Relations and Strategic Partnerships in Health Communication 243\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eIn This Chapter 243\u003c\/p\u003e \u003cp\u003eConstituency Relations: A Practice-Based Definition 244\u003c\/p\u003e \u003cp\u003eRecognizing the Legitimacy of All Constituency Groups 246\u003c\/p\u003e \u003cp\u003eConstituency Relations: A Structured Approach 247\u003c\/p\u003e \u003cp\u003eStrategies to Develop Successful Multisectoral Partnerships 251\u003c\/p\u003e \u003cp\u003eKey Concepts 260\u003c\/p\u003e \u003cp\u003eFor Discussion and Practice 261\u003c\/p\u003e \u003cp\u003eKey Terms 262\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 9 Policy Communication and Public Advocacy 263\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eIn This Chapter 263\u003c\/p\u003e \u003cp\u003ePolicy Communication and Public Advocacy as Integrated Communication Areas 264\u003c\/p\u003e \u003cp\u003eCommunicating with Policymakers and Other Key Stakeholders 267\u003c\/p\u003e \u003cp\u003eThe Media of Public Advocacy and Public Relations 271\u003c\/p\u003e \u003cp\u003eInfluencing Public Policy in the New Media Age 274\u003c\/p\u003e \u003cp\u003eKey Concepts 277\u003c\/p\u003e \u003cp\u003eFor Discussion and Practice 278\u003c\/p\u003e \u003cp\u003eKey Terms 278\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart Three: Planning, Implementing, and Evaluating a Health Communication Intervention 279\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter10 Overview of the Health Communication Planning Process 281\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eIn This Chapter 281\u003c\/p\u003e \u003cp\u003eWhy Planning Is Important 283\u003c\/p\u003e \u003cp\u003eApproaches to Health Communication Planning 285\u003c\/p\u003e \u003cp\u003eThe Health Communication Cycle and Strategic Planning Process 287\u003c\/p\u003e \u003cp\u003eKey Steps of Health Communication Planning 289\u003c\/p\u003e \u003cp\u003eElements of an Effective Health Communication Program 295\u003c\/p\u003e \u003cp\u003eEstablishing the Overall Program Goal: A Practical Perspective 299\u003c\/p\u003e \u003cp\u003eOutcome Objectives: Behavioral, Social, and Organizational 300\u003c\/p\u003e \u003cp\u003eKey Concepts 303\u003c\/p\u003e \u003cp\u003eFor Discussion and Practice 305\u003c\/p\u003e \u003cp\u003eKey Terms 306\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 11 Situation and Audience Analysis 307\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eIn This Chapter 307\u003c\/p\u003e \u003cp\u003eHow to Develop a Comprehensive Situation and Audience Analysis 308\u003c\/p\u003e \u003cp\u003eOrganizing, Sharing, and Reporting on Research Findings 333\u003c\/p\u003e \u003cp\u003eCommon Research Methodologies: An Overview 335\u003c\/p\u003e \u003cp\u003eKey Concepts 353\u003c\/p\u003e \u003cp\u003eFor Discussion and Practice 354\u003c\/p\u003e \u003cp\u003eKey Terms 354\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 12 Identifying Communication Objectives and Strategies 355\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eIn This Chapter 355\u003c\/p\u003e \u003cp\u003eHow to Develop and Validate Communication Objectives 356\u003c\/p\u003e \u003cp\u003eOutlining a Communication Strategy 364\u003c\/p\u003e \u003cp\u003eKey Concepts 372\u003c\/p\u003e \u003cp\u003eFor Discussion and Practice 372\u003c\/p\u003e \u003cp\u003eKey Terms 373\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 13 Designing and Implementing an Action Plan 375\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eIn This Chapter 375\u003c\/p\u003e \u003cp\u003eDefinition of an Action (Tactical) Plan 376\u003c\/p\u003e \u003cp\u003eKey Elements of an Action (Tactical) Plan 379\u003c\/p\u003e \u003cp\u003eIntegrating Partnership and Action Plans 398\u003c\/p\u003e \u003cp\u003ePlanning for a Successful Program Implementation 400\u003c\/p\u003e \u003cp\u003eKey Concepts 404\u003c\/p\u003e \u003cp\u003eFor Discussion and Practice 405\u003c\/p\u003e \u003cp\u003eKey Terms 405\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 14 Evaluating Outcomes of Health Communication Interventions 407\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eIn This Chapter 407\u003c\/p\u003e \u003cp\u003eEvaluation as a Key Element of Health Communication Planning 408\u003c\/p\u003e \u003cp\u003eOverview of Key Evaluation Trends and Strategies: Why, What, and How We Measure 409\u003c\/p\u003e \u003cp\u003eIntegrating Evaluation Parameters That Are Inclusive of Vulnerable and Underserved Populations 425\u003c\/p\u003e \u003cp\u003eEvaluating New Media–Based Interventions: Emerging Trends and Models 426\u003c\/p\u003e \u003cp\u003eMonitoring: An Essential Element of Program Evaluation 430\u003c\/p\u003e \u003cp\u003eLinking Outcomes to a Specific Health Communication Intervention 432\u003c\/p\u003e \u003cp\u003eEvaluation Report 434\u003c\/p\u003e \u003cp\u003eKey Concepts 437\u003c\/p\u003e \u003cp\u003eFor Discussion and Practice 439\u003c\/p\u003e \u003cp\u003eKey Terms 440\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart Four: Case Studies and Lessons from the Field 441\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 15 Health Communication in the United States: Case Studies and Lessons from the Field 443\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eIn This Chapter 443\u003c\/p\u003e \u003cp\u003eFrom Theory to Practice: Select Case Studies from the United States 444\u003c\/p\u003e \u003cp\u003eEmerging Trends and Lessons 464\u003c\/p\u003e \u003cp\u003eKey Concepts 465\u003c\/p\u003e \u003cp\u003eFor Discussion and Practice 466\u003c\/p\u003e \u003cp\u003eKey Term 466\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 16 Global Health Communication: Case Studies and Lessons from the Field 467\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eIn This Chapter 467\u003c\/p\u003e \u003cp\u003eFrom Theory to Practice: Select Case Studies on Global Health Communication 468\u003c\/p\u003e \u003cp\u003eEmerging Trends and Lessons 490\u003c\/p\u003e \u003cp\u003eKey Concepts 492\u003c\/p\u003e \u003cp\u003eFor Discussion and Practice 493\u003c\/p\u003e \u003cp\u003eKey Terms 493\u003c\/p\u003e \u003cp\u003eAppendix A Examples of Worksheets and Resources on Health Communication Planning 495\u003c\/p\u003e \u003cp\u003eAppendix B Sample Online Resources on Health Communication 509\u003c\/p\u003e \u003cp\u003eGlossary 523\u003c\/p\u003e \u003cp\u003eReferences 539\u003c\/p\u003e \u003cp\u003eName Index 593\u003c\/p\u003e \u003cp\u003eSubject Index 601\u003c\/p\u003e","brand":"John Wiley \u0026 Sons Inc","offers":[{"title":"Default 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