Health promotion psychology: Mass media (concept)

What is it?

Mass media campaigns are widely used to expose high proportions of large populations to messages through routine uses of existing media, such as television, radio and newspapers. Exposure to such messages is,therefore,generally passive. Such campaigns are frequently competing with factors, such as persuasive marketing, powerful social norms, and behaviours driven by addiction or habit. Mass media campaigns have generally aimed primarily to change knowledge, awareness and attitudes, contributing to the goal of changing behaviour.

How effective can mass media be in promoting health?

It is apparent from the evidence that the media can be an effective tool in health promotion, given the appropriate circumstances and conditions. Some of the situations in which media have been found to be most appropriate are as follows:

• When wide exposure is desired: Mass media offer the widest possible exposure, although this may come at some cost. Cost-benefit considerations are at the core of media selection.
• When the time frame is urgent: Mass media off the best opportunity for reaching either large numbers of people or specific target groups within a short time frame.
• When public discussion is likely to facilitate the educational process: Media messages can be emotional and thought provoking. because of the possible breadth of coverage, they can be targeted at many different levels, stimulating discussions and thereby expanding the impact of the message.
• When awareness is the main goal: By their very nature, the media are awareness-creating tools. Where awareness of a health issue is important to its resolution, the mass media can increase awareness quickly and effectively,

Evaluation

• May not been seen by full target audience which lowers effectiveness
• recent technology has lead to people being able to skip adverts greatly lowering the effectiveness
• just because its seen does not mean it will have an effect, defence mechanism activated if its too stressful
• based on Yale model of persuasion of 1957