Immunize the HPV Vaccine Rumors: Effects of Inoculation Messages and Tone of Voice on Parental Intention to Vaccinate Their Children

The purpose of this study was to develop an effective health communication strategy to guide the decision-making process of parents considering getting their children HPV vaccines. Using inoculation theory and findings on tone of voice as theoretical frameworks, the present study conducted a 2 (message type: inoculation vs. supportive) × 2 (tone of voice: human voice vs. organizational voice) mixed experiment with a total of 231 U.S. parents (either mother or father of a child eligible for the HPV vaccine). The results revealed that HPV vaccination promotions based on the inoculation message were more likely to generate positive attitudes toward the vaccination, higher intention to vaccinate their children, and higher intention to spread positive word of mouth (WOM) about HPV vaccination. Also, HPV vaccination promotions in the human voice were likely to increase the WOM intention more than those in the organizational voice. In regard to an interaction effect, human voice turned out to be more effective than organizational voice to generate the WOM intention when it comes to supportive messages; inoculation-based messages were similarly effective across the human and the organizational voice condition.

The Impact of Retransmission and Modality on Communicating Health Research Findings via Social Media

Social media is an increasingly popular tool for disseminating health research findings to members of the general public and may contribute to improving the effectiveness of science communication. This study was designed to investigate how retransmission (i.e., social media content shared by a familiar, credible organization) and modality (i.e., how the message is delivered) influence the effectiveness of communicating health research findings via social media. The findings from a 2 (source) X 3 (modality) X 2 (topic) mixed factorial design experiment (N= 517) indicated that source had a significant effect, such that posts that were retransmitted by a credible organization resulted in greater perceived source credibility, greater perceived message effectiveness, and greater likelihood of an individual to engage with the post on Facebook. Modality significantly increased perceived source credibility and perceived message effectiveness when posts were retransmitted by a credible source, indicating that modality made a difference when messages were elaborated as a function of the retransmission. Also, the topic of the post had a significant impact on the study's dependent variables of interest. Overall, the findings illustrate the potential of retransmission and modality as message features that can improve communication of health research findings on social media. Theoretical and practical implications are discussed.

The Third Rail of Pediatric Communication: Discussing Firearm Risk and Safety in Well-Child Exams

This research endeavors to understand how pediatricians and parents discuss - or do not discuss - firearm risks for children during well-child visits. Through individual semi-structured interviews with 16 pediatric providers and 20 parents, the research explores discursive barriers to open conversation, perspectives on anticipatory guidance, and new ideas for culturally competent messaging. The research focuses particularly on how parents' and providers' perspectives on firearm risk communication are tied to cultural norms and expectations. One salient theme that emerged is that the American Academy of Pediatrics recommendation that pediatricians ask parents about ownership status is deemed undesirable by pediatricians and parents because of the delicate intercultural setting. Born out of pediatric and parent experiences, and mindful of culturally salient barriers, this study offers alternative strategies for discussing firearm risk in well-child exams.

Listen before you leap: Sri Lankan health professionals' perspectives on m-health

Given the increasingly widespread use of mobile phones in the developing world, the application of this technology for healthcare (also referred to as m-health) has tremendous potential. However, there is a need for more research on factors that influence the sustainable and scalable adoption of m-health in developing countries. To fill this gap, in this study, drawing on the theory of diffusion of innovation, we conducted in-depth interviews with 29 health professionals in Sri Lanka to understand their views on the benefits and barriers to adopting m-health. Participants had mixed views on the adoption of this technology. Reasons for m-health adoption included efficiency and usefulness in emergency situations. Barriers to adoption included risks for miscommunication/misinterpretation and lack of systems/policies for implementing m-health technology. With regard to the innovation-decision process, most participants appear to be in the stages of "persuasion" and "decision"; with regard to degree of innovativeness, interviewees comprise a mix of "early adopters" and "laggards." Assuming mobile health apps afford improvements in health outcomes for developing countries, contextual factors in each national setting should inform design and implementation of m-health interventions.

Utilizing Audiovisual and Gain-Framed Messages to Attenuate Psychological Reactance Toward Weight Management Health Messages

Guided by the psychological reactance theory, this study predicted that gain-framed messages and audiovisual content could counteract state reactance and increase the persuasiveness of weight management health messages. Data from a 2 (message frame: gain/loss) × 2 (modality: audiovisual/text) × 2 (message repetition) within-subjects experiment (N = 82) indicated that in the context of weight management messages for college students, gain-framed messages indeed mitigate psychological reactance. Furthermore, the modality and the frame of the health message interacted in such a way that gain-framed messages in an audiovisual modality generated the highest motivations to comply with the recommendations in the persuasive health messages.

Effect of Support and Personal Distance on the Definition of Key Publics for the Issue of AIDS

Situational theory predicts that those with a high problem recognition, high involvement and low constraint recognition will be active information seekers. A telephone survey of 493 individuals in a Southwestern city finds knowledge of AIDS is high among all groups and, as hypothesized, distinguishing audiences according to personal and impersonal levels of problem recognition, involvement and constraint recognition provides a useful extension of James Grunig's situational theory. The addition of valence of support as a predictor is also found to enhance the use of the situational variables in identifying target audiences for communication campaigns.

Spreading Activation and Involvement: An Experimental Test of a Cognitive Model of Involvement

This article offers a definition of involvement based on a spreading activation model of human memory processing. Involvement is viewed as the spread of activation through working and long-term memory. Topics resulting in more extensive and/or stronger activation result in higher involvement. As a first test of the definition offered, an experiment was conducted to explore the effects of involvement and limited prior knowledge on cued recall and recognition memory for elements of persuasive messages common in investor relations. Evidence from the measurement of reaction time for recognition supported the model. Theoretical and practical implications of the differences in the effects of prior knowledge and involvement on different types of memory performance are discussed.

Ad Placement in E-Newspapers Affects Memory, Attitude

Findings reveal that sponsors may benefit more from advertisements at the beginning or middle of news content, depending on their marketing goals.

The Role of Clients in the Public Relations Campaigns Course

Extending Benigni and Cameron (1999), this study provides a current review of teaching methods for the public relations campaigns course based on a national survey. In addition to offering up-to-date descriptions of how the campaigns course is constructed and valued in public relations programs, this study analyzed what may be important factors that influence the course outcomes. Clients' satisfaction, implementation of plan books that are developed by students, and job/internship opportunities that students receive based on their performance in the campaigns course are all indicators for the effectiveness of teaching campaigns courses. Certain course features, client involvement in class, and clients' payment for services rendered also contribute to more positive course outcomes.

What are Americans seeing? Examining the message frames of local television health news stories

While local television news is the number-one source among Americans for health information, little attention has been given to what viewers are actually watching in these newscasts. Toward this end, a content analysis of local television health news stories (n = 416) was conducted, to examine how local health news stories utilize gain and loss message frames, and whether there are differences in story topics, location, length, presence of self-efficacy methods, and conflict, according to the message frames. Results showed that health news stories that dealt with advancements in treatment or philanthropic events were mainly reported using gain frames, while loss frame health news stories most frequently reported on statistics and trends. The majority of the health news stories were less than 30 seconds among all frames, and conflict appeared more often for the loss frames than gain frames. Furthermore, while efficacy information was mostly absent across all types of frames, gain frames were more likely than loss frames to present efficacy methods. Finally, efficacy information appeared most frequently in health-related statistical reports and prevention messages, while discrimination and health-policy stories had the least efficacy information in them.

Evaluating the Ozioma cancer news service: a community randomized trial in 24 U.S. cities

OBJECTIVE

This community randomized trial evaluated effects of the Ozioma News Service on the amount and quality of cancer coverage in Black weekly newspapers in 24 U.S. cities.

METHOD

We created and operated Ozioma, the first cancer information news service specifically for Black newspapers. Over 21 months, Ozioma developed community- and race-specific cancer news releases for each of 12 Black weekly newspapers in intervention communities. Cancer coverage in these papers was tracked before and during the intervention and compared to 12 Black newspapers in control communities.

RESULTS

From 2004 to 2007, we coded 9257 health and cancer stories from 3178 newspaper issues. Intervention newspapers published approximately 4 times the expected number of cancer stories compared to control newspapers (p(12,21 mo)<.01), and also saw an increase in graphics (p(12,21 mo)<.01), local relevance (p(12 mo)=.01), and personal mobilization (p(12 mo)<.10). However, this increased coverage supplanted other health topics and had smaller graphics (NS), had less community mobilization (p(21 mo)=.01), and is less likely to be from a local source (NS).

CONCLUSION

Providing news releases with localized and race-specific features to minority-serving media outlets can increase the quantity of cancer coverage. Results are mixed for the journalistic and public health quality of this increased cancer coverage in Black newspapers.

Generating Conflict for Greater Good: Utilizing Contingency Theory to Assess Black and Mainstream Newspapers as Public Relations Vehicles to Promote Better Health among African Americans

The potential use of strategic conflict management ( Wilcox and Cameron, 2006; Cameron, Wilcox, Reber and Shin ( in press) as a health advocacy tool in US African-American and mainstream newspapers, arguing that escalation of conflict can increase effectiveness of health-related news releases. For health communicators focusing on at-risk populations with poor health outcomes, such goals would include increased awareness of health problems and solutions, along with increased motivation arising from indignation over health disparities. Content analysis of 1,197 stories in 24 Black and 12 mainstream newspapers showed that more conflict factors were present in Black vs. mainstream newspapers, suggesting a way to strategically place health messages in news releases disseminated to newspapers that motivate at-risk publics to better health. The findings suggest that conflict factors such as racial disparity data regarding health issues may enhance media advocacy.

Cancer coverage in general-audience and Black newspapers

This article presents findings from the first study of cancer news coverage in a national sample of Black and general-audience newspapers. We compared 2,439 health news stories from 23 weekly Black newspapers to 2,767 health news stories from a constructed week sample of 12 daily general-audience newspapers, both collected between April 1, 2004, and March 31, 2005. Analyses examined differences in the amount and nature of cancer coverage, specifically cancer sites, disparities, localization, and personally mobilizing health information for readers. Cancer was the main topic in a higher proportion of health stories in Black newspapers than in general-audience newspapers (13.6% vs. 9.6%; p = .001). Among cancer stories, those in Black newspapers had more localization (p = .004), disparity information (p = .001), and personal mobilization information (p = .001) than those in general-audience newspapers. In neither type of newspaper did the distribution of stories by cancer site accurately reflect the impact of different cancers on population mortality.

Functional Foods: Delivering Information to the Oncology Nurse

Recent research suggests a beneficial role of nutrition as possible supportive therapy for cancer patients. A national survey of oncology nurses has shown that nutrition-related issues are an important subject discussed during nurse-patient meetings. The authors applied the activation theory of information exposure to oncology nurses in regard to nutrition information. Findings suggest that oncology nurses who consider nutrition important at a personal level tend to discuss nutrition more with patients and to seek more information about nutrition and cancer. Personal rather than professional motives appear to be triggers for the information search. Implications for health care communication professionals are discussed.