Handbook of Global Health Communication

About the Editor RAFAEL OBREGON, is Associate Professor in the School of Media Arts & Studies and Director of the Communication and Development Studies Program at Ohio University. He has taught and served as an administrator for the Program for Social Communication at Colombia's Universidad del Norte and has taught and conducted research in Africa, Asia and Latin America. He serves on the editorial board of several journals, including the Journal of Health Communication. His research interests are health communication and development, capacity strengthening, and monitoring and evaluation. SILVIO WAISBORD, is Professor in the School of Media and Public Affairs at George Washington University. He is the editor-in-chief of the International Journal of Press/Politics. From 2002 to 2005, he was Senior Program Officer in the Academy for Educational Development. He has conducted research and lectured in Latin America and Africa. His areas of interest are journalism and politics, and the role of media and communication in development and global health programs.

• Notes on Contributors xAcknowledgments xxiIntroduction 1Part I Perspectives on Communication and Global Health 71 Theoretical Divides and Convergence in Global Health Communication 9Silvio Waisbord and Rafael Obregon2 New Perspectives on Global Health Communication: Affirming Spaces for Rights, Equity, and Voices 34Collins O. Airhihenbuwa and Mohan J. Dutta3 Rethinking Health Communication in Aid and Development 52Elizabeth Fox4 Toward a Global Theory of Health Behavior and Social Change 70Douglas Storey and Maria Elena FigueroaPart II Theoretical Perspectives on and Approaches to Health Communication in a Global Context 955 The Impact of Health Communication Programs 97Jane T. Bertrand, Stella Babalola, and Joanna Skinner6 Promoting Health through Entertainment-Education Media: Theory and Practice 121William J. Brown7 Interpersonal Health Communication: An Ecological Perspective 144Rukhsana Ahmed8 Community Health and Social Mobilization 177Catherine Campbell and Kerry Scott9 Health, News, and Media Information 194Jesus Arroyave10 Using Complexity-Informed Communication Strategies to Address Complex Health Issues: The Case of Puntos de Encuentro, Nicaragua 215Virginia Lacayo11 Community Media, Health Communication, and Engagement: A Theoretical Matrix 233Linje Manyozo12 Global E-health Communication 251L. Suzanne Suggs and Scott C. Ratzan13 Managing Fear to Promote Healthy Change 274Merissa Ferrara, Anthony J. Roberto, and Kim Witte14 Innovations in the Evaluation of Social Change Communication for HIV and AIDS 288Ailish Byrne and Robin VincentPart III Case Studies of Applied Theory and Innovation 30915 Mobile Phones: Opening New Channels for Health Communication 311Katherine de Tolly and Peter Benjamin16 Social Marketing and Condom Promotion in Madagascar: A Case Study in Brand Equity Research 330W. Douglas Evans, Kim Longfield, Navendu Shekhar, Andry Rabemanatsoa, Ietje Reerink, and Jeremy Snider17 Participatory Health Communication Research: Four Tools to Complement the Interview 348Karen Greiner18 Egypt’s Mabrouk! Initiative: A Communication Strategy for Maternal/Child Health and Family Planning Integration 374Ron Hess, Dominique Meekers, and J. Douglas Storey19 Risk Communication and Emerging Infectious Diseases: Lessons and Implications for Theory–Praxis from Avian Influenza Control 408Ketan Chitnis20 Journalism and HIV: Lessons from the Frontline of Behavior Change Communication in Mozambique 426Gregory Alonso Pirio21 jovenHABLAjoven: Lessons Learned about Interpellation, Peer Communication, and Second-Generation Edutainment in Sexuality and Gender Projects among Young People 444Jair Vega Casanova and Carmen R. Mendivil Calderón22 Changing Gender Norms for HIV and Violence Risk Reduction: A Comparison of Male-Focused Programs in Brazil and India 469Julie Pulerwitz, Gary Barker, and Ravi Verma23 Women’s Health and Healing in the Peruvian Amazon: Minga Perú’s Participatory Communication Approach 488Ami Sengupta and Eliana Elias24 Positive Deviance, Good for Global Health 507Arvind Singhal and Lucía Durá25 Health Promotion from the Grassroots: Piloting a Radio Soap Opera for Latinos in the United States 522María Beatriz Torres26 “Children can’t wait”: Social Mobilization to Secure Children’s Rights to Social Security 539Shereen Usdin and Nicola ChristofidesPart IV Crosscutting Issues 55727 Capacity Building (and Strengthening) in Health Communication: The Missing Link 559Rafael Obregon and Silvio Waisbord28 Institutionalizing Communication in International Health: The USAID–Johns Hopkins University Partnership 582Jose Rimon II and Suruchi Sood29 Communication and Public Health in a Glocalized Context: Achievements and Challenges 608Thomas TuftePart V Conclusions: Rethinking the Field 62330 Toward Social Justice in Directed Social Change: Rethinking the Role of Development Support Communication 625Srinivas R. Melkote31 Conclusions: Why Communication Matters in Global Health 642Silvio Waisbord and Rafael ObregonIndex 652