Communications Media, Public Health, and Public Affairs: Exposure in a Multimedia Community

Publisher Website
Google Scholar
Abstract
We investigated the structure and correlates of self-reported media exposure to nutrition, health risk, medical, exercise, health concerns, and public affairs among a probability sample of a cross-section of 525 adult residents of San Diego. Media exposure regarding public health was structured around habitual media utilization patterns, whereas media exposure about public affairs concerns was not. However, correlates of media use revealed a much more complex pattern. Individuals who reported health or political concerns, interests, or behaviors were exposed to multiple media sources. The correlations between media exposure and other variables differed by media utilization pattern. Results support the situational involvement model developed by Grunig (1989) and the sense-making model developed by Dervin (1989), explaining public health media use as a consequence of more general, consummatory media use habits and particular concerns of different audience segments defined by situational and personal concerns.