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• W4253715206 abstract "<title>Abstract</title> This chapter has attempted to take a critical look at some of the assumptions about health communication, such as that mass media is a useful means of getting health messages across, or that theories of behaviour change drawn from psychology necessarily help us to understand people's behaviour. Much of the theory about communication in health promotion relies on the 'classic' theories of one-way communication and, as such, these are out of step with the 21st century, where networking as a means of communication has taken over from hierarchical, 'expert'-led means. These one-way methods are authoritarian in that they vest the authority in the communicator, and we have suggested that methods need to be found that are interactive, empowering and helpful, rather than top-down, failing to build in feedback and serving to further the agendas of the health promoters without fully understanding the health-worlds of the individuals and communities involved. These means will be dialogical and people-centred, and thus people need to be involved in each stage of developing health messages. Furthermore, health education need not be victim blaming, and some of the attempts to rehabilitate 'health education' have only served to confuse the arena, such as by introducing 'new' concepts that are essentially the same as the old. Differing ideological perspectives inevitably lead to different views on the adoption of practices from commerce, such as social marketing, but, taking a pragmatic approach, we have shown that there are places where some of this may be appropriate. The dominance of behaviour change approaches within health promotion and the adoption of theories from psychology has been critiqued, and the fact that these are Eurocentric and provide only partial understanding is taken up again in Chapter 6. These views present challenges for health promoters and health educators and may cause pause for thought in terms of established ways of working. Most health education materials for example, are produced with no involvement of the individuals and communities for which they are intended, on the assumption that the expert, whether a dietician, nurse, rehabilitation worker or any other, will 'know' what people want, and ought to know. Given the importance of knowledge, and the need for effective, evidence-based approaches, these established ways of working need to be scrutinized." @default.
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• W4253715206 date "2012-01-01" @default.
• W4253715206 modified "2023-09-29" @default.
• W4253715206 title "Communicating health." @default.
• W4253715206 doi "https://doi.org/10.1079/9781845939724.0078" @default.
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