1. Start with the name of ALLAH
the most merciful and mighty
2. NAVEED SHEHZAD
• ID NUMBER……………
• 1ST MPH
• SARHAD UNIVERSITY OF
• TOPIC;ROLE OF MEDIA IN PUBLIC
3. WHAT IS MEDIA?
Media refers to members of both the
print (newspapers and magazines) and
the electronic (radio,television &
internet etc,) media.
Media refers to varius means &
sources of communication.
4. TYPES OF MEDIA?
IN DEPTH COVERAGE.
CAPTIVE ELECTRONIC MEDIUM.
COVERS A WIDE RANGE OF
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.
7. HISTORY CONTD…
• NEWS & TELEGRAPH.
• MORSE INTRODUCES TELEGRAPH IN
• ASSOCIATED PRESS FORMED IN 1849.
• THUS ONE CAN NOW JUDGE THE
ADVANCES FOR MEDIA IN TODAY`S
8. HEALTH EDUCATION &
• 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.
9. MOTIVATION BEHIND
• Health promotion professionals
emphasize improvements in:
• Positive attitudes & behaviours.
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:
• 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.
14. Inspiring Healthy
• 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
15. Inspiring Healthy
• Organizing and motivating the community
to work toward the common goal of
overcoming health issues.
• Utilizing modern technology and up-todate information to help entire
communities promote the health of each
16. Inspiring Healthy
• 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.
17. Advantages of mass
• The ability to reach a large proportion of
• Although it is important to bear in mind
that a health promotion "exhibition" will
probably only draw in people who are
• The people who are motivated, and most
probably not the people who are not aware
of any need for health promotion.
18. Advantages of mass
• Perhaps more to the point, mass media
interventions are a relatively inexpensive
method of exposing the population to
• 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.
19. Advantages of mass
• However, the role of the media in initiating
widespread and long-lasting behaviour
change may be overrated.
• Some communications experts have
• Mass media may increase knowledge, they
are ineffective in changing attitudes and
behaviour. (MacDonald 1998.)
20. Advantages of mass
• 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.
21. Advantages of mass
• These campaigns are governed by the idea
that people need more and better personal
• To navigate a hazardous health
environment rather than that people need
skills to better participate in the public
policy process to make the environment
22. Advantages of mass
• 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)
23. Negative influences of
• Proper nutrition is important for
adolescents because of their body growth.
• In addition, their early dietary decisions
• Lifelong health implications, e.g., obesity,
poor nutrition, inadequate female
reproductive development (Davies, 1993).
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).
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 valueladen (Davies, 1993).
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
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
• Most researchers contend there is a
connection (Murray, Rubinstein)
28. Negative influences of
mass media contd…
• Another area of concern is the amount of
stress indirectly caused by the mass media
• Because early adolescence is a stressful
period in life (Hamburg, 1974; Elkind,
• Younger media consumers are more
susceptible to additional stress created by
• 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
• Researchers argue that health educators
should be able to do more than just
identify media messages about health.
• 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.
• In short,Media advocacy has been
defined as the
• Art and science of working with the
news media to enhance the portrayal
• Thereby potentially changing public
opinion and influencing social norms.
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
• As well as networking with news media
writers to "pitch" stories and get issues of
interest in the local press.
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.