Start with the name of Start with the name of ALLAH the most merciful ALLAH the most merciful

and mightyand mighty

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NAVEED SHEHZAD• ID NUMBER……………• 1ST MPH• SARHAD UNIVERSITY OF SCIENCE&

IT,PESHAWAR.• NWFP.• TOPIC;ROLE OF MEDIA IN PUBLIC

HEALTH PROMOTION.

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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.

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TYPES OF MEDIA?FIVE TYPES.1.NEWS PAPERS.DAILY.WEEKLY.2.WIRE SERVICES.ASSOCIATED PRESS(AP)

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TYPES CONTD….• 3.MAGAZINES.• IN DEPTH COVERAGE.• 4.TELEVISION.• PICTURES.• 5.RADIO.• CAPTIVE ELECTRONIC MEDIUM.• COVERS A WIDE RANGE OF

POUPLATION.

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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.

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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.

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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.

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MOTIVATION BEHIND THE PROFESSIONAL HEALTH

EDUCATOR.• Health promotion professionals

emphasize improvements in:• Diet.• Exercise.• Vitamins.• Positive attitudes & behaviours.

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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:

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CONTD…..• Obstetrics.• Tobacco prevention.• HIV/AIDS awareness & prevention.• Dental disease prevention.• Bone disease prevention.• Heart disease prevention.

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CONTD…• Teenage pregnancy prevention.• Maternal & child health.• Emergency medical practices.• Immunizations.• Neonatal & infants health.• Alcohol use, etc.

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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.

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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:

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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.

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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.

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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.

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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.

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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.)

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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.

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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.

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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)

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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).

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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).

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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).

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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

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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)

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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

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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)

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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.

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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.

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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.

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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.

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SHUKRIA!