Citation

Ling JC. Hygie 1986; 5(1): 23-26.

Copyright

(Copyright © 1986, International Union for Health Education)

DOI

unavailable

PMID

3699828

Abstract

The objective of health for all requires use of all available means--traditional and modern--to reach the population and mobilize communities. The mass media have particular potential for breaking down class barriers and reaching large numbers. However, many media campaigns have been haphazard, without attention to the many determinants of health behavior or other program aspects. Media activity that is not part of a package of programmed activities, including interpersonal follow-up with clearly defined objectives and comprehensive strategy, is ineffective. Media personnel generally recognize their social responsibility in the development process. The media can confer status to a social issue and reinforce social norms. The World Health Organization Expert Committee on Health Education has identified the following roles of the mass media in the field of health: help strengthen political will by appealing to policy makers; raise general health consciousness and clarify options concerning actions that have a strong bearing on health; inform decision makers and the public about the latest developments in the health sciences; help deliver technical health message to the public; and foster community involvement by reflecting public opinion, encouraging dialogue, and facilitating feedback from the community.

Language: en