Download - The role of media in public health promotion
Start with the name of Start with the name of ALLAH the most merciful ALLAH the most merciful
and mightyand mighty
04/08/23 2
NAVEED SHEHZAD• ID NUMBER……………• 1ST MPH• SARHAD UNIVERSITY OF SCIENCE&
IT,PESHAWAR.• NWFP.• TOPIC;ROLE OF MEDIA IN PUBLIC
HEALTH PROMOTION.
04/08/23 3
WHAT IS MEDIA? Media refers to members of both
the print (newspapers and magazines) and the electronic (radio,television & internet etc,) media.
IN GENERAL. Media refers to varius means &
sources of communication.
04/08/23 4
TYPES OF MEDIA?FIVE TYPES.1.NEWS PAPERS.DAILY.WEEKLY.2.WIRE SERVICES.ASSOCIATED PRESS(AP)
04/08/23 5
TYPES CONTD….• 3.MAGAZINES.• IN DEPTH COVERAGE.• 4.TELEVISION.• PICTURES.• 5.RADIO.• CAPTIVE ELECTRONIC MEDIUM.• COVERS A WIDE RANGE OF
POUPLATION.
04/08/23 6
HISTORY OF MEDIA.• HISTORY OF PRINT IS ALSO THE
HISTORY OF MEDIA.STARDED FROM GERMANY IN 1450S.
• ALREADY IN THE 18TH CENTURY PEOPLE HAD THE IDEA THAT MEDIA OR PRESS SHOULD BE FREE FROM GOVT CONTROL.
04/08/23 7
HISTORY CONTD…• NEWS & TELEGRAPH.• MORSE INTRODUCES TELEGRAPH IN
1844.• ASSOCIATED PRESS FORMED IN 1849.• THUS ONE CAN NOW JUDGE THE
ADVANCES FOR MEDIA IN TODAY`S LIFE.
04/08/23 8
HEALTH EDUCATION & PROMOTION?
• The discipline of Health Promotion and Education,aspires to educate communities in the skills needed to maintain personal health.
• Personal health of individuals with in a society makes for a healthy society.
04/08/23 9
MOTIVATION BEHIND THE PROFESSIONAL HEALTH
EDUCATOR.• Health promotion professionals
emphasize improvements in:• Diet.• Exercise.• Vitamins.• Positive attitudes & behaviours.
04/08/23 10
What does a Health Promoter and Educator
do? • Professionals in the Health
Promotion and Education field create many health education programs.
• Such programs educate the public on health issues as diverse as:
04/08/23 11
CONTD…..• Obstetrics.• Tobacco prevention.• HIV/AIDS awareness & prevention.• Dental disease prevention.• Bone disease prevention.• Heart disease prevention.
04/08/23 12
CONTD…• Teenage pregnancy prevention.• Maternal & child health.• Emergency medical practices.• Immunizations.• Neonatal & infants health.• Alcohol use, etc.
04/08/23 13
CONTD…
• Health promoters and educators apply their knowledge and skill directly with the community.
• In most cases, they work directly with people. • Health Education and Promotion programs
focus on the health and well being of people in society, as opposed to academic institutes concerned with research and theory.
04/08/23 14
Inspiring Healthy Decisions
• Motivating a society to actively encourage good health is no small task.
• It takes legions of professional health educators working in every possible venue from schools to mass media.
• This career path includes such responsibilities as:
04/08/23 15
Inspiring Healthy Decisions Contd…
• Organizing and motivating the community to work toward the common goal of overcoming health issues.
• Utilizing modern technology and up-to-
date information to help entire communities promote the health of each individual.
04/08/23 16
Inspiring Healthy Decisions Contd…
• Organizing and implementing programs that promote healthy living.
• Studying, maintaining and evaluating public programs that promote healthy living.
• Organizing groups and coalitions that advocate health awareness in government and enact or change policies to this end.
04/08/23 17
Advantages of mass media.
• The ability to reach a large proportion of the population.
• Although it is important to bear in mind that a health promotion "exhibition" will probably only draw in people who are interested.
• The people who are motivated, and most probably not the people who are not aware of any need for health promotion.
04/08/23 18
Advantages of mass media Contd…
• Perhaps more to the point, mass media interventions are a relatively inexpensive method of exposing the population to health information.
• The mass media can make use of ‘visually potent images' to invent a hard-hitting and powerful message which is more often than not available to other avenues.
04/08/23 19
Advantages of mass media Contd…
• However, the role of the media in initiating widespread and long-lasting behaviour change may be overrated.
• Some communications experts have concluded that
• Mass media may increase knowledge, they are ineffective in changing attitudes and behaviour. (MacDonald 1998.)
04/08/23 20
Advantages of mass media Contd…
• Media campaigns shows that increase human capital, not promote collective action.
• These types campaigns provide individuals with
• knowledge about risks such as alcohol, tobacco, drugs, diet, unsafe sex, and then hope
• That individuals will change the way they act.
04/08/23 21
Advantages of mass media Contd…
• These campaigns are governed by the idea that people need more and better personal information
• To navigate a hazardous health environment rather than that people need skills to better participate in the public policy process to make the environment less hazardous.
04/08/23 22
Advantages of mass media Contd…
• In the future health promotion media campaigns should seek
• To give people a voice rather than leave them with a message.
• It should point people to solutions that benefit the entire community, not just the individual. (Smedley 2000)
04/08/23 23
Negative influences of mass media.
• Proper nutrition is important for adolescents because of their body growth.
• In addition, their early dietary decisions can have,
• Lifelong health implications, e.g., obesity, poor nutrition, inadequate female reproductive development (Davies, 1993).
04/08/23 24
Negative influences of mass media contd
• Unfortunately, adolescents are susceptible to poor nutritional habits.
• They often eat with peers, rather than family. Because they are growing physically they snack a lot, but the snacks are usually high in fat and calories.
• Adolescents also are very busy, and they argue they do not have the time to eat properly (Davies, 1993).
04/08/23 25
Negative influences of mass media contd
• Mass media also provide formal and informal messages about sexuality.
• The greatest concern about the sexual information disseminated by the mass media is that it is value-laden (Davies, 1993).
04/08/23 26
Negative influences of mass media contd
• Sex is often associated with alcohol in the media. Gorgeous, sexy female models are a constant in beer and wine advertisements that target males.
• Television shows often portray alcohol as a means to sex. In addition, alcohol is associated with success, excitement, and good times
04/08/23 27
Negative influences of mass media contd…
• One of the most intensive areas of research has been violence in the media.
• Although there was a battle for a number of years over whether or not televised violence leads to subsequent aggressive behaviors,
• Most researchers contend there is a connection (Murray, Rubinstein)
04/08/23 28
Negative influences of mass media contd…
• Another area of concern is the amount of stress indirectly caused by the mass media (Davies, 1993).
• Because early adolescence is a stressful period in life (Hamburg, 1974; Elkind, 1986)
• Younger media consumers are more susceptible to additional stress created by the media
04/08/23 29
RECOMMENDATIONS• Health education involves issues ranging
from "self-image, diet, school violence, alcohol, and tobacco, [to] pregnancy, [and] sex" (Considine, 1994, p. 27).
• All of these topics require an understanding of media messages by children as well as health educators (Considine, 1994)
04/08/23 30
RECOMMENDATIONS Contd….
• Researchers argue that health educators should be able to do more than just identify media messages about health. Considine (1994)
• Insisting that educators provide students with frameworks and strategies,
• To help them understand how advertising and other media messages influence their health beliefs and behaviors.
04/08/23 31
SUMMARY• In short,Media advocacy has been
defined as the • Art and science of working with the
news media to enhance the portrayal of health,
• Thereby potentially changing public opinion and influencing social norms.
04/08/23 32
SUMMARY Contd….• The process by which topics can be
featured in news and other media format.
• Important components are,• Framing the health problems as • Social justice issues rather than
individual tragedies, • As well as networking with news media
writers to "pitch" stories and get issues of interest in the local press.
04/08/23 33
MESSAGE FROM THE VP OF WORLD BANK
• "Let’s just make sure that social change and transformation are going in the right direction…. The media must act as part of the education process that counters individualism.”
• Dr. Ismail Serageldin.
04/08/23 34
SHUKRIA!