Media is something that people all across the world utilize for more than simply enjoyment. It is a source of knowledge about the world, it keeps one up to speed on the news, it is a method for individuals to find a job, and it provides many other crucial aspects, without which many of our comforts would be lost. Furthermore, emerging media have given the general population a voice, which has had both beneficial and harmful consequences.
The media has a dominant role in information communication. The study and use of communication tactics and approaches for informing the public about various health concerns is the focus of the area of health communication. The media is used to disseminate valuable health information and raise public awareness about the importance of health in development and the negative repercussions of unhealthy behaviors and lifestyles. Health communication also aids in keeping critical health concerns on the public agenda. The use of various mass media and other technology developments to broadcast vital health information to the public raises public awareness of individual and communal health issues. It emphasizes the significance of health in development.
Health communication involves more than just communication between a doctor and a patient; it also encompasses the greater goal of informing the public about various health practices. If there is a health emergency, it is critical to convey it in a way that everyone understands so that required safeguards may be taken. Consider some of the health communication that occurred during the COVID-19 epidemic. Amitabh Bachchan's baritone voice was utilized as the caller melody to promote awareness about the coronavirus. "Do Gaz Doori, Mask hai Zaruri" (keeping a distance of two feet and wearing a mask is required) became a famous jingle at the time.
Such health communication is all around us, and it was especially important during a pandemic like Coronavirus when much misinformation was being circulated via social media. According to the United States Healthy People 2010, health communication employs effective communication tactics to influence people's behavior in making health-related decisions. Health communications influence individual and group decisions about improving health.
Regarding health communication, we need a specific medium to ensure that health-related information reaches as many individuals as possible. The change from talking with the "masses" to connecting with specialized target niches has resulted in new and distinct communication techniques. Traditional approaches to health communication include the distribution of print materials (brochures, self-help guides, health education material, and so on), health fairs, information and referrals (via e-mail, phone, and so on), public service announcements, non-paid types of promotions on radio, television, newspapers, press releases, featured stories in various media, and so on. The technical advancements in the sphere of communication have an impact on modern approaches to health communication. These are examples of direct-to-customer marketing, electronic information delivery, e-marketing, and social media marketing.
Multiple communication channels, such as radio, television, newspaper, leaflets, brochures, the internet, and social media platforms (such as Twitter, Facebook, and YouTube), can transmit health information to individuals. Health communication strategies aim to change people's knowledge, attitudes, and behaviors, which include increased risk perception, reinforcing positive behaviors, influencing social norms, increasing the availability of needed support, and empowering individuals to change or improve their health conditions.
Advertising is another important tool in health communication. Annually, large sums of money are spent on conventional public health commercials to promote preventative health behaviors. The primary goal of commercial and health ads is to influence the target audience's behavior. As a result, the essential concepts of product advertising (commercial advertising) and health promotion advertising are the same.
Advertising is another important tool in health communication. Annually, large sums of money are spent on conventional public health commercials to promote preventative health behaviors. The primary goal of commercial and health ads is to influence the target audience's behavior. As a result, the essential concepts of product advertising (commercial advertising) and health promotion advertising are the same.
Several digital marketing tactics are available to enhance health communication. Several websites provide users with relevant and useful information. Some chatbots allow people to have short conversations about health, social media accounts that people follow to get updates on how to stay healthy, and social media influencers help run campaigns that promote health communication, thereby endorsing and encouraging people to adopt healthy behaviors.
Health-promoting concepts and stories are included in educational-entertainment programs. Without a doubt, entertainment media can effectively promote health communication and a healthy lifestyle.
The goal of the preceding exercise was to make you realize how important media is in each of our lives. There are numerous concepts and topics that the general public is unaware of, and one movie, media campaign, or newspaper article can create enough interest in the general public that they feel forced to learn more about the subject. For example, consider how the release of "Taare Zameen Par" prompted individuals and schools to increase awareness of learning difficulties. Similarly, the media may significantly influence and spread public understanding, and it can aid in the normalization of stigmatized behaviors by effectively educating individuals.
For example, the most common characteristics connected with women in films are that they are emotional, compassionate, and people who will keep the house and family together. While there is nothing wrong with strengthening women who control houses, it is equally necessary to positively portray the other group of women. Viewers of Indian cinema and television have seen a transition in recent years from representations of ladies as naive and submissive to autonomous sexual beings. This has already begun, with more films showcasing a woman's character as more than just a love interest. Things are looking up with films like Kahaani, Queen, Dear Zindagi, and Padmaavat.
As a result, the media may play an important role in providing innovative narratives in the public domain. They contribute to the reduction of widespread preconceptions, biases, and discriminatory behaviors. They introduce discourses of deviance into a discourse on normalcy or alternative ways of being. The notion of silent candlelight demonstrations by the people at India Gate was almost unknown until the 2005 movie Rang De Basanti brought it to life. Movies like Hichki, Pa, and Taare Zameen Par sparked new debates on various psychiatric diseases. Mental illness is still taboo in India, but things are improving. This is achievable due to an increase in the number of persons ready to discuss the subject publicly.
Consider the representation of the LGBTQ+ group. There is insufficient representation. Furthermore, when it is, it is frequently depicted in a comedic manner. However, the media has played a helpful part in raising awareness by featuring personalities from this society. As a result, an attempt is being made to minimize the stigmatization of the LGBTQ+ population. More TV shows and films now feature characters from the LGBTQ+ community, and these characters are given significant roles and importance in the series' storyline. One recent example may be the film Kapoor and Sons, in which one of the main characters were homosexual. The character's sexuality was not mocked, and it was shown in a very realistic manner, bringing the community's existence to the public's attention.
The value of the media in assisting people in numerous ways was recognized and emphasized. The role of media in encouraging prosocial and other desirable behaviors began to gain traction, and it is still on its way to becoming a major sensation. However, the groundwork has been laid. The media plays an important role in health communication, health education, stigmatization, and destigmatization of societal taboos. Various media outlets aided in raising HIV/AIDS awareness. Not only that, but it was beneficial in decreasing stigmas associated with it and assisting persons suffering from it in seeking care and taking further measures.
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