For module one I found the McGuire’s Processing Model, the role of Formative research within the health communication process, and Diffusion of Innovations to be key insights. The McGuire’s Information-Processing Model classification of antecedents of advertising effects (Sender, Message, Receiver, Channel, and Destination) was really helpful when it came to understanding the different aspects that make up communication. It is important to understand how the source/ sender affects the messages/ advertisement of specific topics as well as, the message, to achieve a successful destination. For health promotion purposes the ideal outcome would be to have behavior change in response to the message campaign that follows the McGuire’s model. As I mentioned in one of my previous blog’s this model will definitely be helpful as our groups develop interventions for different health topics. My group is looking at STI screening and condom use among female college students. Therefore, the receivers in our intervention would be college-aged women. This is important in determining what channels we will use for our messaging. Since we are trying to reach college age women we could work with campuses or social network sites, etc. However, assignment 1 will be very helpful in understanding how our target population perceives STI screening and condom use and how interested they are in these topics. If they are interested it is more likely they will pay attention to the messages in interventions and actually have and effect in their day to day behaviors.

Formative research is highly important in all disciplines but in public health I believe it is imperative. In order to develop appropriate and successful interventions we must find out what are the needs of different groups and what it is they would like help with. Yes, as public health professionals we understand that certain populations are at greater risk for diseases or illnesses but this might not be as evident to the population at risk. Through formative research we can pursue a research topic of interest but we can also create rapport by talking to people before hand and seeing where they stand and what are some of the things they would like to get out of the research. Focus groups and interviews are two methods used to gain more familiarity and baseline information about a population and health topic. For instance, my group would like to gain more insight when it comes to women’s reasoning for using/ not using condoms and STI screenings. What motivates them to seek these things and if they are not what would make them more comfortable/ empowered to do so.

The Diffusion of Innovation was another thing I found interesting in this first module. This process can be extremely helpful in the dissemination of an intervention. With a topic like condoms or STI testing this process could be very productive if the right types of people are a part of the campaigns. For instance promoting STI testing could become a trend if celebrities were to join different campaigns that promote testing to ensure better quality of life. Obviously, the same could be said for condoms if there was a new product or branding for condoms and this were adopted by segments of the population that are followed by teenagers, adults, etc we could have a more educated and actively involved people when it comes to issues related to sexual practices. Overall, this module provided a very good foundation for health communication and how theories can be incorporated into different communication strategies whether it is for education or intervention purposes.

- Liliana