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The Handbook of Global Health Communication
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?Obregon and Waisbord have assembled an impressively diverse collection of perspectives. This book will challenge the notions and deepen the understanding of health communication of both the aspiring student and the seasoned practitioner.? - Marc Boulay, Johns Hopkins University ?The Handbook of Global Health Communication represents an enormous step forward in bringing health communication fully into the field of implementation science. Its insights into the practice of health communication and its advances in theory are invaluable for any serious reader of health, communication, and development in the 21st century.? - Ariel Pablos-Mendez, U.S. Agency for International Development ?The centrality of addressing the social determinants of health in order to achieve improved population health makes this publication a welcome and essential contribution to the training of public health professionals internationally.? - Sharon Fonn, University of the Witwatersrand, South Africa
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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 x Acknowledgments xxi Introduction 1 Part I Perspectives on Communication and Global Health 7 1 Theoretical Divides and Convergence in Global Health Communication 9 Silvio Waisbord and Rafael Obregon 2 New Perspectives on Global Health Communication: Affirming Spaces for Rights, Equity, and Voices 34 Collins O. Airhihenbuwa and Mohan J. Dutta 3 Rethinking Health Communication in Aid and Development 52 Elizabeth Fox 4 Toward a Global Theory of Health Behavior and Social Change 70 Douglas Storey and Maria Elena Figueroa Part II Theoretical Perspectives on and Approaches to Health Communication in a Global Context 95 5 The Impact of Health Communication Programs 97 Jane T. Bertrand, Stella Babalola, and Joanna Skinner 6 Promoting Health through Entertainment-Education Media: Theory and Practice 121 William J. Brown 7 Interpersonal Health Communication: An Ecological Perspective 144 Rukhsana Ahmed 8 Community Health and Social Mobilization 177 Catherine Campbell and Kerry Scott 9 Health, News, and Media Information 194 Jesus Arroyave 10 Using Complexity-Informed Communication Strategies to Address Complex Health Issues: The Case of Puntos de Encuentro, Nicaragua 215 Virginia Lacayo 11 Community Media, Health Communication, and Engagement: A Theoretical Matrix 233 Linje Manyozo 12 Global E-health Communication 251 L. Suzanne Suggs and Scott C. Ratzan 13 Managing Fear to Promote Healthy Change 274 Merissa Ferrara, Anthony J. Roberto, and Kim Witte 14 Innovations in the Evaluation of Social Change Communication for HIV and AIDS 288 Ailish Byrne and Robin Vincent Part III Case Studies of Applied Theory and Innovation 309 15 Mobile Phones: Opening New Channels for Health Communication Katherine de Tolly and Peter Benjamin 311 16 Social Marketing and Condom Promotion in Madagascar: A Case Study in Brand Equity Research 330 W. Douglas Evans, Kim Longfi eld, Navendu Shekhar, Andry Rabemanatsoa, Ietje Reerink, and Jeremy Snider 17 Participatory Health Communication Research: Four Tools to Complement the Interview 348 Karen Greiner 18 Egypt s Mabrouk! Initiative: A Communication Strategy for Maternal/Child Health and Family Planning Integration 374 Ron Hess, Dominique Meekers, and J. Douglas Storey 19 Risk Communication and Emerging Infectious Diseases: Lessons and Implications for Theory Praxis from Avian Infl uenza Control 408 Ketan Chitnis 20 Journalism and HIV: Lessons from the Frontline of Behavior Change Communication in Mozambique 426 Gregory Alonso Pirio 21 jovenHABLAjoven: Lessons Learned about Interpellation, Peer Communication, and Second-Generation Edutainment in Sexuality and Gender Projects among Young People 444 Jair Vega Casanova and Carmen R. Mendivil Calderon 22 Changing Gender Norms for HIV and Violence Risk Reduction: A Comparison of Male-Focused Programs in Brazil and India 469 Julie Pulerwitz, Gary Barker, and Ravi Verma 23 Women s Health and Healing in the Peruvian Amazon: Minga Peru s Participatory Communication Approach 488 Ami Sengupta and Eliana Elias 24 Positive Deviance, Good for Global Health 507 Arvind Singhal and Lucia Dura 25 Health Promotion from the Grassroots: Piloting a Radio Soap Opera for Latinos in the United States 522 Maria Beatriz Torres 26 Children can t wait : Social Mobilization to Secure Children s Rights to Social Security 539 Shereen Usdin and Nicola Christofides Part IV Crosscutting Issues 557 27 Capacity Building (and Strengthening) in Health Communication: The Missing Link 559 Rafael Obregon and Silvio Waisbord 28 Institutionalizing Communication in International Health: The USAID Johns Hopkins University Partnership 582 Jose Rimon II and Suruchi Sood 29 Communication and Public Health in a Glocalized Context: Achievements and Challenges 608 Thomas Tufte Part V Conclusions: Rethinking the Field 623 30 Toward Soci