Dr . Francisco Lupiáñez-Villanueva [email_address] http://ictconsequences.net Dr . Francisco Lupiáñez-Villanueva Towards Health Mass-Self Communication www.ictconsequences.net

Health Communication Ratzan, S., Payne, J.G. & Bishop, C. (1996). The Status and Scope of Health Communication. Journal of Health Communication, 1(1), pp.25-41. Kreps, G.L., Bonaguro, E.W. & Query, J.L. The History and development of the field of health communication. In: L.D. Jackson & B.K. Duff (Eds.). Health Communication Research: Guide to Developments and Directions, Westport, CT: Greenwood Press, pp. 1-15. www.ictconsequences.net Communication is conceptualized as the central social process in the provision of health care delivery and the promotion of public health Information is the most important resource in health care and health promotion because it essential in guiding strategic health behaviors, treatments, and decisions (Kreps, 1988) Process of Communication The centrality of the process of communication is based upon the pervasive roles communication performs in creating, gathering, and sharing "health information."

Health Communication Ratzan, S., Payne, J.G. & Bishop, C. (1996). The Status and Scope of Health Communication. Journal of Health Communication, 1(1), pp.25-41. Kreps, G.L., Bonaguro, E.W. & Query, J.L. The History and development of the field of health communication. In: L.D. Jackson & B.K. Duff (Eds.). Health Communication Research: Guide to Developments and Directions, Westport, CT: Greenwood Press, pp. 1-15. www.ictconsequences.net Channels Face to face Personal Mass Levels Intrapersonal Interpersonal Group Organizational Societal Branches Health care delivery Health Promotion Disciplines Communication Psychology Sociology Medicine

Lessons learned about health communication Neuhauser, L. & Kreps, G.L. (2003). Rethinking Communication in the E-health Era. Journal of Health Psychology , 8, 7, pp.6-22 www.ictconsequences.net Health communication is more effective when it reaches people on an emotional as well as rational level; Health communication es more effective when it relates to peopel’s social or ‘life’ contexts; A combination of the effectiveness of interpersonal communication and the reach of mass media communication is needed to change population behavior; Tailored communication es more effective than generic messages; Interactive communication is more effective than one-way communication.

Health communication is more effective when it reaches people on an emotional as well as rational level;

Health communication es more effective when it relates to peopel’s social or ‘life’ contexts;

A combination of the effectiveness of interpersonal communication and the reach of mass media communication is needed to change population behavior;

Tailored communication es more effective than generic messages;

Interactive communication is more effective than one-way communication.

Communication in the Digital Age Castells, M. (2009). Communication Power. Oxford: Oxford University Press www.ictconsequences.net Communication is the sharing of meaning through the exchange of information Technology Senders and Receivers Cultural codes of reference and protocols of communication Scope of the process defined by Interpersonal communication Mass communication Mass self-communication

Communication in the Digital Age Castells, M. (2009). Communication Power. Oxford: Oxford University Press www.ictconsequences.net Mass self-communication Self-generated Self-directed Self-selected Mass communication Towards Health Mass-Self Communication The three forms of communication (interpersonal, mass communication, and mass self-communication) coexist, interact, and complement each other rather than substituting for one another.

Dr . Francisco Lupiáñez-Villanueva [email_address] http://ictconsequences.net Dr . Francisco Lupiáñez-Villanueva Towards Health Mass-Self Communication www.ictconsequences.net