Description
Book SynopsisThis collection offers a comprehensive view of contemporary theoretical and applied research issues written by the top international scholars and practitioners in the field.
Table of ContentsNotes on Contributors x
Acknowledgments xxi
Introduction 1
Part I Perspectives on Communication and Global Health 7
1 Theoretical Divides and Convergence in Global Health Communication 9
Silvio Waisbord and Rafael Obregon
2 New Perspectives on Global Health Communication: Affirming Spaces for Rights, Equity, and Voices 34
Collins O. Airhihenbuwa and Mohan J. Dutta
3 Rethinking Health Communication in Aid and Development 52
Elizabeth Fox
4 Toward a Global Theory of Health Behavior and Social Change 70
Douglas Storey and Maria Elena Figueroa
Part II Theoretical Perspectives on and Approaches to Health Communication in a Global Context 95
5 The Impact of Health Communication Programs 97
Jane T. Bertrand, Stella Babalola, and Joanna Skinner
6 Promoting Health through Entertainment-Education Media: Theory and Practice 121
William J. Brown
7 Interpersonal Health Communication: An Ecological Perspective 144
Rukhsana Ahmed
8 Community Health and Social Mobilization 177
Catherine Campbell and Kerry Scott
9 Health, News, and Media Information 194
Jesus Arroyave
10 Using Complexity-Informed Communication Strategies to Address Complex Health Issues: The Case of Puntos de Encuentro, Nicaragua 215
Virginia Lacayo
11 Community Media, Health Communication, and Engagement: A Theoretical Matrix 233
Linje Manyozo
12 Global E-health Communication 251
L. Suzanne Suggs and Scott C. Ratzan
13 Managing Fear to Promote Healthy Change 274
Merissa Ferrara, Anthony J. Roberto, and Kim Witte
14 Innovations in the Evaluation of Social Change Communication for HIV and AIDS 288
Ailish Byrne and Robin Vincent
Part III Case Studies of Applied Theory and Innovation 309
15 Mobile Phones: Opening New Channels for Health Communication 311
Katherine de Tolly and Peter Benjamin
16 Social Marketing and Condom Promotion in Madagascar: A Case Study in Brand Equity Research 330
W. Douglas Evans, Kim Longfield, Navendu Shekhar, Andry Rabemanatsoa, Ietje Reerink, and Jeremy Snider
17 Participatory Health Communication Research: Four Tools to Complement the Interview 348
Karen Greiner
18 Egypt’s Mabrouk! Initiative: A Communication Strategy for Maternal/Child Health and Family Planning Integration 374
Ron Hess, Dominique Meekers, and J. Douglas Storey
19 Risk Communication and Emerging Infectious Diseases: Lessons and Implications for Theory–Praxis from Avian Influenza Control 408
Ketan Chitnis
20 Journalism and HIV: Lessons from the Frontline of Behavior Change Communication in Mozambique 426
Gregory Alonso Pirio
21 jovenHABLAjoven: Lessons Learned about Interpellation, Peer Communication, and Second-Generation Edutainment in Sexuality and Gender Projects among Young People 444
Jair Vega Casanova and Carmen R. Mendivil Calderón
22 Changing Gender Norms for HIV and Violence Risk Reduction: A Comparison of Male-Focused Programs in Brazil and India 469
Julie Pulerwitz, Gary Barker, and Ravi Verma
23 Women’s Health and Healing in the Peruvian Amazon: Minga Perú’s Participatory Communication Approach 488
Ami Sengupta and Eliana Elias
24 Positive Deviance, Good for Global Health 507
Arvind Singhal and Lucía Durá
25 Health Promotion from the Grassroots: Piloting a Radio Soap Opera for Latinos in the United States 522
María Beatriz Torres
26 “Children can’t wait”: Social Mobilization to Secure Children’s Rights to Social Security 539
Shereen Usdin and Nicola Christofides
Part IV Crosscutting Issues 557
27 Capacity Building (and Strengthening) in Health Communication: The Missing Link 559
Rafael Obregon and Silvio Waisbord
28 Institutionalizing Communication in International Health: The USAID–Johns Hopkins University Partnership 582
Jose Rimon II and Suruchi Sood
29 Communication and Public Health in a Glocalized Context: Achievements and Challenges 608
Thomas Tufte
Part V Conclusions: Rethinking the Field 623
30 Toward Social Justice in Directed Social Change: Rethinking the Role of Development Support Communication 625
Srinivas R. Melkote
31 Conclusions: Why Communication Matters in Global Health 642
Silvio Waisbord and Rafael Obregon
Index 652
