end of module 1

Reflecting on the content of the first module, the most fundamental lesson I learned was what what constitutes "health communication." It was interesting that in the class discussion on the "Code your own communication" project that most people who volunteered their definitions included an intended, benevolent effect, or destination. Health communications arising from peoples and organizations concerned with improving public health should specifically aim for a desirable "destination." The sources of many (most?) health communications are not do-gooders--they are companies seeking profit, such as pharmaceutical companies, food and beverage industries, and weight loss industries. The marketing/communication strategies employed by public health sources need to be grounded in different theories that go beyond explanations of consumer behavior.

One example of a communications strategy that I became introduced to in Kilmartin & Berkowitz's book Sexual Assault in Context: Teaching College Men about Gender, employs theory in its strategy to reduce sexism toward women, which also serves the mission of sexual assault prevention. Most college men are uncomfortable with displays of sexism, but they tend to underestimate their peers' discomfort and think they are more sensitive. The perception of having an ally present increases the likelihood of dissent. An idea for a social-norms media campaign is to publicize a message like "Seventy-five percent of all male students at Central University are uncomfortable when men make derogatory comments about women. Speak up and challenge this kind of talk when you hear it." (p 64-65). A similar campaign targeting binge drinking appealed to the social norms by citing data on the average number of drinks students consume at a party. I remember seeing posters like this at my undergraduate university and was surprised to learn GW students only consumed 0-3 drinks at a party.

A second insight in this module was that "places" can be targets of public health communication and marketing. I had previously narrowly conceptualized the receiver of health communications as people. (It seems so obvious now!) This lesson tied in with the book I just finished reading for the extra credit project (Rinku Sen's Stir it Up: Lessons in Community Organizing and Advocacy). None of the examples of community organizations in the book focused on public health issues directly, so the Maibech et al (2007) article on People & Places Framework was helpful for making the link.

The importance of formative research to get to know your audience became clear to me over the course of the module. Gathering qualitative data provides insights on the "whys" and "hows" of health behavior that go beyond what quantitative data can reveal; focus groups are crucial for developing communication campaigns. It seems like a lot of extra work up-front, but may mean the difference between success and failure of the message to effect change (or even reach the target audience).

-Melissa