The Role of Mass Media Communication in Public Health

The mass media are intensively employed in public health. Vast sums are spent annually for materials and salaries that have gone into the production and distribution of booklets, pamphlets, exhibits, newspaper articles, and radio and television programs. These media are employed at all levels of public health in the hope that three effects might occur: the learning of correct health information and knowledge, the changing of health attitudes and values and the establishment of new health behavior. Mass media campaigns have long been a tool for promoting public health (Noar, 2006) being widely used to expose high proportions of large populations to messages through routine uses of existing media, such as television, radio, and newspapers. Communication campaigns involving diverse topics and target audiences have been conducted for decades. Some reasons why information campaigns fail’ is an early landmark in the literature. Exposure to such messages is, therefore, generally passive (Wakefield, 2010). Such campaigns are frequently competing with factors, such as pervasive product marketing, powerful social norms, and behaviours driven by addiction or habit. Mass media campaigns have generally aimed primarily to change knowledge, awareness and attitudes, contributing to the goal of changing behaviour. There has not normally been a high expectation that such campaigns on their own would change people’s behaviour. Theory suggests that, as with other preventive health efforts, mass media campaigns are most likely to reduce unhealthy attitudes if their messages are reinforced by other efforts. Reinforcing factors may include law enforcement efforts, grassroots activities, and other media messages. There is a vast literature relating to public health information campaigns. Much theoretical literature is devoted to the topic of effectiveness of health communication strategies. Mass media campaigns have usually been one element of broader health promotion programmes with mutually reinforcing components: 1. Mobilising and supporting local agencies and professionals who have direct access to individuals within the target population. 2. Bringing together partnerships of public, voluntary and private sector bodies and professional organisations. 3. Informing and educating the public, but also setting the agenda for public debate about the health topic, thereby modifying the climate of opinion surrounding it.