{"product_id":"health-communication-isbn-9781118122198","title":"Health Communication","description":"\u003cp\u003eNow in its second edition, \u003ci\u003eHealth Communication: From Theory to Practice\u003c\/i\u003e provides a comprehensive introduction to theory, intervention design, current issues, and special topics in health communication. The book also represents a hands-on guide to program development, implementation, and evaluation. This second edition further emphasizes the importance of a people-centered and participatory approach to health communication interventions, which takes into account key social determinants of health as well as the interconnection of various health and social fields.  While maintaining a strong focus on the importance of behavioral, social, and organizational results as key outcomes of health communication interventions, this second edition also includes new or updated information, theoretical models, resources, and case studies on:\u003c\/p\u003e \u003cul\u003e \u003cli\u003eHealth equity\u003c\/li\u003e \u003cli\u003eUrban health\u003c\/li\u003e \u003cli\u003eNew media\u003c\/li\u003e \u003cli\u003eEmergency and risk communication\u003c\/li\u003e \u003cli\u003eStrategic partnerships in health communication\u003c\/li\u003e \u003cli\u003ePolicy communication and public advocacy\u003c\/li\u003e \u003cli\u003eCultural competence\u003c\/li\u003e \u003cli\u003eHealth literacy\u003c\/li\u003e \u003cli\u003eThe evaluation of health communication interventions\u003c\/li\u003e \u003c\/ul\u003e \u003cp\u003eTo access a companion website with instructor resources (PowerPoint presentations for all chapters, sample assignments, and other resources), please visit \u003ca href=\"http:\/\/www.wiley.com\/go\/schiavo2e\"\u003ewww.wiley.com\/go\/schiavo2e\u003cbr\u003e\u003cbr\u003e\u003c\/a\u003eThis title is also available as a mobile App from MedHand Mobile Libraries. Buy it now from \u003ca href=\"https:\/\/itunes.apple.com\/us\/app\/health-communication-from\/id1044682342?ls=1\u0026amp;mt=8\"\u003eiTunes\u003c\/a\u003e, \u003ca href=\"https:\/\/play.google.com\/store\/apps\/details?id=com.medhand.WHC2\u0026amp;hl=en\"\u003eGoogle Play\u003c\/a\u003e or the \u003ca href=\"https:\/\/www.medhand.com\/products\/health-communication\"\u003eMedHand Store\u003c\/a\u003e.\u003c\/p\u003e \u003cp\u003eTables, Figures, Exhibits, and Numbered Boxes ix\u003c\/p\u003e \u003cp\u003ePreface xv\u003c\/p\u003e \u003cp\u003eAcknowledgments xvii\u003c\/p\u003e \u003cp\u003eThe Author xxi\u003c\/p\u003e \u003cp\u003eIntroduction xxiii\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart One: Introduction to Health Communication 1\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 1 What Is Health Communication? 3\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eIn This Chapter 3\u003c\/p\u003e \u003cp\u003eDefining Health Communication 4\u003c\/p\u003e \u003cp\u003eHealth Communication in the Twenty-First Century: Key Characteristics and Defining Features 9\u003c\/p\u003e \u003cp\u003eThe Health Communication Environment 22\u003c\/p\u003e \u003cp\u003eHealth Communication in Public Health, Health Care, and Community Development 23\u003c\/p\u003e \u003cp\u003eThe Role of Health Communication in the Marketing Mix 25\u003c\/p\u003e \u003cp\u003eOverview of Key Communication Areas 26\u003c\/p\u003e \u003cp\u003eThe Health Communication Cycle 28\u003c\/p\u003e \u003cp\u003eWhat Health Communication Can and Cannot Do 29\u003c\/p\u003e \u003cp\u003eKey Concepts 31\u003c\/p\u003e \u003cp\u003eFor Discussion and Practice 32\u003c\/p\u003e \u003cp\u003eKey Terms 32\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 2 Current Health Communication Theories and Issues 33\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eIn This Chapter 33\u003c\/p\u003e \u003cp\u003eUse of Communication Models and Theories: A Premise 34\u003c\/p\u003e \u003cp\u003eKey Theoretical Influences in Health Communication 35\u003c\/p\u003e \u003cp\u003eSelect Models for Strategic Behavior and Social Change Communication 57\u003c\/p\u003e \u003cp\u003eOther Theoretical Influences and Planning Frameworks 62\u003c\/p\u003e \u003cp\u003eCurrent Issues and Topics in Public Health and Health Care: Implications for Health Communication 64\u003c\/p\u003e \u003cp\u003eKey Concepts 81\u003c\/p\u003e \u003cp\u003eFor Discussion and Practice 82\u003c\/p\u003e \u003cp\u003eKey Terms 82\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 3 Culture and Other Influences on Conceptions of Health and Illness 83\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eIn This Chapter 83\u003c\/p\u003e \u003cp\u003eWhat Is Culture? 84\u003c\/p\u003e \u003cp\u003eApproaches in Defining Health and Illness 85\u003c\/p\u003e \u003cp\u003eUnderstanding Health in Different Contexts: A Comparative Overview 88\u003c\/p\u003e \u003cp\u003eGender Influences on Health Behaviors and Conceptions of Health and Illness 91\u003c\/p\u003e \u003cp\u003eHealth Beliefs Versus Desires: Implications for Health Communication 94\u003c\/p\u003e \u003cp\u003eCultural Competence and Implications for Health Communication 97\u003c\/p\u003e \u003cp\u003eKey Concepts 99\u003c\/p\u003e \u003cp\u003eFor Discussion and Practice 99\u003c\/p\u003e \u003cp\u003eKey Terms 100\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart Two: Health Communication Approaches and Action Areas 101\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 4 Interpersonal Communication 103\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eIn This Chapter 103\u003c\/p\u003e \u003cp\u003eThe Dynamics of Interpersonal Behavior 104\u003c\/p\u003e \u003cp\u003eSocial and Cognitive Processes of Interpersonal Communication 106\u003c\/p\u003e \u003cp\u003eCommunity Dialogue as an Example of Interpersonal Communication at Scale 111\u003c\/p\u003e \u003cp\u003eThe Power of Personal Selling and Counseling 112\u003c\/p\u003e \u003cp\u003eCommunication as a Core Clinical Competency 116\u003c\/p\u003e \u003cp\u003eImplications of Interpersonal Communication for Technology-Mediated Communications 128\u003c\/p\u003e \u003cp\u003eKey Concepts 129\u003c\/p\u003e \u003cp\u003eFor Discussion and Practice 131\u003c\/p\u003e \u003cp\u003eKey Terms 132\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 5 Mass Media and New Media Communication, and Public Relations 133\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eIn This Chapter 133\u003c\/p\u003e \u003cp\u003eHealth Communication in the New Media Age: What has Changed and What Should Not Change 134\u003c\/p\u003e \u003cp\u003eThe Media of Mass Communication and Public Relations 138\u003c\/p\u003e \u003cp\u003ePublic Relations Defined: Theory and Practice 139\u003c\/p\u003e \u003cp\u003eMass Media, Health-Related Decisions, and Public Health 149\u003c\/p\u003e \u003cp\u003eNew Media and Health 157\u003c\/p\u003e \u003cp\u003eReaching the Underserved with Integrated New Media Communication 170\u003c\/p\u003e \u003cp\u003eMass Media– and New Media–Specific Evaluation Parameters 171\u003c\/p\u003e \u003cp\u003eKey Concepts 174\u003c\/p\u003e \u003cp\u003eFor Discussion and Practice 176\u003c\/p\u003e \u003cp\u003eKey Terms 177\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 6 Community Mobilization and Citizen Engagement 179\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eIn This Chapter 179\u003c\/p\u003e \u003cp\u003eCommunity Mobilization and Citizen Engagement: A Bottom-Up Approach 180\u003c\/p\u003e \u003cp\u003eCommunity Mobilization as a Social Process 182\u003c\/p\u003e \u003cp\u003eEngaging Citizens in Policy Debates and Political Processes 188\u003c\/p\u003e \u003cp\u003eImplications of Different Theoretical and Practical Perspectives for Community Mobilization and Citizen Engagement Programs 190\u003c\/p\u003e \u003cp\u003eImpact of Community Mobilization on Health-Related Knowledge and Practices 194\u003c\/p\u003e \u003cp\u003eKey Steps of Community Mobilization Programs 203\u003c\/p\u003e \u003cp\u003eThe Case for Community Mobilization and Citizen Engagement in Risk and Emergency Communication 212\u003c\/p\u003e \u003cp\u003eKey Concepts 216\u003c\/p\u003e \u003cp\u003eFor Discussion and Practice 217\u003c\/p\u003e \u003cp\u003eKey Terms 218\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 7 Professional Medical Communications 219\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eIn This Chapter 219\u003c\/p\u003e \u003cp\u003eCommunicating with Health Care Providers: A Peer-to-Peer Approach 220\u003c\/p\u003e \u003cp\u003eTheoretical Assumptions in Professional Medical (Clinical) Communications 224\u003c\/p\u003e \u003cp\u003eHow to Influence Health Care Provider Behavior: A Theoretical Overview 226\u003c\/p\u003e \u003cp\u003eKey Elements of Professional Medical Communications Programs 228\u003c\/p\u003e \u003cp\u003eOverview of Key Communication Channels and Activities 235\u003c\/p\u003e \u003cp\u003eUsing IT Innovation to Address Emerging Needs and Global Health Workforce Gap 237\u003c\/p\u003e \u003cp\u003ePrioritizing Health Disparities in Clinical Education to Improve Care: The Role of Cross-Cultural Health Communication 239\u003c\/p\u003e \u003cp\u003eKey Concepts 240\u003c\/p\u003e \u003cp\u003eFor Discussion and Practice 242\u003c\/p\u003e \u003cp\u003eKey Terms 242\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 8 Constituency Relations and Strategic Partnerships in Health Communication 243\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eIn This Chapter 243\u003c\/p\u003e \u003cp\u003eConstituency Relations: A Practice-Based Definition 244\u003c\/p\u003e \u003cp\u003eRecognizing the Legitimacy of All Constituency Groups 246\u003c\/p\u003e \u003cp\u003eConstituency Relations: A Structured Approach 247\u003c\/p\u003e \u003cp\u003eStrategies to Develop Successful Multisectoral Partnerships 251\u003c\/p\u003e \u003cp\u003eKey Concepts 260\u003c\/p\u003e \u003cp\u003eFor Discussion and Practice 261\u003c\/p\u003e \u003cp\u003eKey Terms 262\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 9 Policy Communication and Public Advocacy 263\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eIn This Chapter 263\u003c\/p\u003e \u003cp\u003ePolicy Communication and Public Advocacy as Integrated Communication Areas 264\u003c\/p\u003e \u003cp\u003eCommunicating with Policymakers and Other Key Stakeholders 267\u003c\/p\u003e \u003cp\u003eThe Media of Public Advocacy and Public Relations 271\u003c\/p\u003e \u003cp\u003eInfluencing Public Policy in the New Media Age 274\u003c\/p\u003e \u003cp\u003eKey Concepts 277\u003c\/p\u003e \u003cp\u003eFor Discussion and Practice 278\u003c\/p\u003e \u003cp\u003eKey Terms 278\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart Three: Planning, Implementing, and Evaluating a Health Communication Intervention 279\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter10 Overview of the Health Communication Planning Process 281\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eIn This Chapter 281\u003c\/p\u003e \u003cp\u003eWhy Planning Is Important 283\u003c\/p\u003e \u003cp\u003eApproaches to Health Communication Planning 285\u003c\/p\u003e \u003cp\u003eThe Health Communication Cycle and Strategic Planning Process 287\u003c\/p\u003e \u003cp\u003eKey Steps of Health Communication Planning 289\u003c\/p\u003e \u003cp\u003eElements of an Effective Health Communication Program 295\u003c\/p\u003e \u003cp\u003eEstablishing the Overall Program Goal: A Practical Perspective 299\u003c\/p\u003e \u003cp\u003eOutcome Objectives: Behavioral, Social, and Organizational 300\u003c\/p\u003e \u003cp\u003eKey Concepts 303\u003c\/p\u003e \u003cp\u003eFor Discussion and Practice 305\u003c\/p\u003e \u003cp\u003eKey Terms 306\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 11 Situation and Audience Analysis 307\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eIn This Chapter 307\u003c\/p\u003e \u003cp\u003eHow to Develop a Comprehensive Situation and Audience Analysis 308\u003c\/p\u003e \u003cp\u003eOrganizing, Sharing, and Reporting on Research Findings 333\u003c\/p\u003e \u003cp\u003eCommon Research Methodologies: An Overview 335\u003c\/p\u003e \u003cp\u003eKey Concepts 353\u003c\/p\u003e \u003cp\u003eFor Discussion and Practice 354\u003c\/p\u003e \u003cp\u003eKey Terms 354\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 12 Identifying Communication Objectives and Strategies 355\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eIn This Chapter 355\u003c\/p\u003e \u003cp\u003eHow to Develop and Validate Communication Objectives 356\u003c\/p\u003e \u003cp\u003eOutlining a Communication Strategy 364\u003c\/p\u003e \u003cp\u003eKey Concepts 372\u003c\/p\u003e \u003cp\u003eFor Discussion and Practice 372\u003c\/p\u003e \u003cp\u003eKey Terms 373\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 13 Designing and Implementing an Action Plan 375\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eIn This Chapter 375\u003c\/p\u003e \u003cp\u003eDefinition of an Action (Tactical) Plan 376\u003c\/p\u003e \u003cp\u003eKey Elements of an Action (Tactical) Plan 379\u003c\/p\u003e \u003cp\u003eIntegrating Partnership and Action Plans 398\u003c\/p\u003e \u003cp\u003ePlanning for a Successful Program Implementation 400\u003c\/p\u003e \u003cp\u003eKey Concepts 404\u003c\/p\u003e \u003cp\u003eFor Discussion and Practice 405\u003c\/p\u003e \u003cp\u003eKey Terms 405\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 14 Evaluating Outcomes of Health Communication Interventions 407\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eIn This Chapter 407\u003c\/p\u003e \u003cp\u003eEvaluation as a Key Element of Health Communication Planning 408\u003c\/p\u003e \u003cp\u003eOverview of Key Evaluation Trends and Strategies: Why, What, and How We Measure 409\u003c\/p\u003e \u003cp\u003eIntegrating Evaluation Parameters That Are Inclusive of Vulnerable and Underserved Populations 425\u003c\/p\u003e \u003cp\u003eEvaluating New Media–Based Interventions: Emerging Trends and Models 426\u003c\/p\u003e \u003cp\u003eMonitoring: An Essential Element of Program Evaluation 430\u003c\/p\u003e \u003cp\u003eLinking Outcomes to a Specific Health Communication Intervention 432\u003c\/p\u003e \u003cp\u003eEvaluation Report 434\u003c\/p\u003e \u003cp\u003eKey Concepts 437\u003c\/p\u003e \u003cp\u003eFor Discussion and Practice 439\u003c\/p\u003e \u003cp\u003eKey Terms 440\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart Four: Case Studies and Lessons from the Field 441\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 15 Health Communication in the United States: Case Studies and Lessons from the Field 443\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eIn This Chapter 443\u003c\/p\u003e \u003cp\u003eFrom Theory to Practice: Select Case Studies from the United States 444\u003c\/p\u003e \u003cp\u003eEmerging Trends and Lessons 464\u003c\/p\u003e \u003cp\u003eKey Concepts 465\u003c\/p\u003e \u003cp\u003eFor Discussion and Practice 466\u003c\/p\u003e \u003cp\u003eKey Term 466\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 16 Global Health Communication: Case Studies and Lessons from the Field 467\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eIn This Chapter 467\u003c\/p\u003e \u003cp\u003eFrom Theory to Practice: Select Case Studies on Global Health Communication 468\u003c\/p\u003e \u003cp\u003eEmerging Trends and Lessons 490\u003c\/p\u003e \u003cp\u003eKey Concepts 492\u003c\/p\u003e \u003cp\u003eFor Discussion and Practice 493\u003c\/p\u003e \u003cp\u003eKey Terms 493\u003c\/p\u003e \u003cp\u003eAppendix A Examples of Worksheets and Resources on Health Communication Planning 495\u003c\/p\u003e \u003cp\u003eAppendix B Sample Online Resources on Health Communication 509\u003c\/p\u003e \u003cp\u003eGlossary 523\u003c\/p\u003e \u003cp\u003eReferences 539\u003c\/p\u003e \u003cp\u003eName Index 593\u003c\/p\u003e \u003cp\u003eSubject Index 601\u003c\/p\u003e \u003cp\u003e\u003cb\u003eRenata Schiavo, PhD, MA\u003c\/b\u003e, is a health communication, public health, and global health specialist. She is the founding president and CEO of Health Equity Initiative, a nonprofit organization. She is also a Senior Lecturer at Columbia University Mailman School of Public Health, Department of Sociomedical Sciences.\u003c\/p\u003e  \u003cp\u003e\"This new edition superbly blends the practical with the theoretical in a well-structured, updated text on health communication. The author has further elaborated on a particularly critical aspect of strategic communication planning: participatory research, emphasizing a key mantra of health communication: Listen to the people.\"\u003cbr\u003e —Everold Hosein, PhD, senior communication advisor\/consultant to WHO and UNICEF; adjunct professor\/ coordinator, WHO and New York University Summer Institute on IMC\/Communication for Behavioral Impact (COMBI); adjunct professor\/codirector, Global Health Communication Center, Indiana University\u003c\/p\u003e \u003cp\u003e\"This timely, topical, and relevant update captures the breadth and depth of experiences, interventions, and theories. It serves to provision the novice communicator as well as seasoned academics and executives.\"\u003cbr\u003e —Mario R. Nacinovich, Jr., MSC, managing partner, AXON; adjunct faculty member, Boston University; former editor-in-chief, \u003ci\u003eJournal of Communication in Healthcare\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e\"This useful book on the theory and practice of health communication has proved itself in the public health literature. Health communication is integral to public health practice and advocacy and Dr. Schiavo's book is both clearly written and comprehensive.\"\u003cbr\u003e —Sally Guttmacher, PhD, professor, Public Health, New York University\u003c\/p\u003e \u003cp\u003e\"Reflecting the rapid changes in health care, including patient-centered care delivery, and with case studies from the United States and international sites, this edition will be an essential resource for health communicators at all levels of scholarship and practice.\"\u003cbr\u003e —Marian Huhman, PhD, Department of Communication, University of Illinois, Urbana-Champaign\u003c\/p\u003e \u003cp\u003e\"Dr. Schiavo has authored a book that captures new trends and emerging challenges in health communication and development. An essential reading for anyone involved in domestic or global public health initiatives.\"\u003cbr\u003e —Rafael Obregon, PhD, chief, Communication for Development Section, UNICEF, New York\u003c\/p\u003e","brand":"Jossey-Bass","offers":[{"title":"Default Title","offer_id":47989350334693,"sku":"NP9781118122198","price":78.0,"currency_code":"USD","in_stock":false}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/1842\/7735\/files\/9781118122198.jpg?v=1761783772","url":"https:\/\/k12savings.com\/products\/health-communication-isbn-9781118122198","provider":"K12savings","version":"1.0","type":"link"}