Research Evidence on Mass Mediated Health Communication Campaigns

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Abstract
This review paper presents a comprehensive compilation of research evidence describing the impact of health communication campaigns through the mass media. Drawing from diverse sources, it organizes findings from dozens of investigations examining the role of mass communication in learning about heart disease, safe driving, family planning, venereal disease, drugs, smoking, diet, and mental retardation. The basic theoretical perspective regarding the potency of the mass media, ranging from hypodermic to null effects, are also discussed. Specific strategies for effective mass communication are outlined in terms of communication sources, message appeals and styles, media channels, and receiver variables. The criteria for attributing “success” of mass media campaigns are also delineated.