The role of media in public health promotion

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The role of media in public health promotion

  1. 1. Start with the name of ALLAH the most merciful and mighty
  2. 2. NAVEED SHEHZAD • ID NUMBER…………… • 1ST MPH • SARHAD UNIVERSITY OF SCIENCE& IT,PESHAWAR. • NWFP. • TOPIC;ROLE OF MEDIA IN PUBLIC HEALTH PROMOTION. 01/24/14 2
  3. 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. 01/24/14 3
  4. 4. TYPES OF MEDIA? FIVE TYPES. 1.NEWS PAPERS. DAILY. WEEKLY. 2.WIRE SERVICES. ASSOCIATED PRESS(AP) 01/24/14 4
  5. 5. • • • • • • • TYPES CONTD…. 3.MAGAZINES. IN DEPTH COVERAGE. 4.TELEVISION. PICTURES. 5.RADIO. CAPTIVE ELECTRONIC MEDIUM. COVERS A WIDE RANGE OF POUPLATION. 01/24/14 5
  6. 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. 01/24/14 6
  7. 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. 01/24/14 7
  8. 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. 01/24/14 8
  9. 9. MOTIVATION BEHIND THE PROFESSIONAL HEALTH EDUCATOR. • Health promotion professionals emphasize improvements in: • Diet. • Exercise. • Vitamins. • Positive attitudes & behaviours. 01/24/14 9
  10. 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: 01/24/14 10
  11. 11. CONTD….. • • • • • • Obstetrics. Tobacco prevention. HIV/AIDS awareness & prevention. Dental disease prevention. Bone disease prevention. Heart disease prevention. 01/24/14 11
  12. 12. CONTD… • • • • • • Teenage pregnancy prevention. Maternal & child health. Emergency medical practices. Immunizations. Neonatal & infants health. Alcohol use, etc. 01/24/14 12
  13. 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. 01/24/14 13
  14. 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: 01/24/14 14
  15. 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-todate information to help entire communities promote the health of each individual. 01/24/14 15
  16. 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. 01/24/14 16
  17. 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. 01/24/14 17
  18. 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. 01/24/14 18
  19. 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.) 01/24/14 19
  20. 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. 01/24/14 20
  21. 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. 01/24/14 21
  22. 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) 01/24/14 22
  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). 01/24/14 23
  24. 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). 01/24/14 24
  25. 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). 01/24/14 25
  26. 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 01/24/14 26
  27. 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) 01/24/14 27
  28. 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 01/24/14 28
  29. 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) 01/24/14 29
  30. 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. 01/24/14 30
  31. 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. 01/24/14 31
  32. 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. 01/24/14 32
  33. 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. 01/24/14 33
  34. 34. SHUKRIA! 01/24/14 34

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