The Transmission Model Of Communication

2266 WordsApr 11, 201510 Pages
Health communication refers to the process of creating and sharing health information. Communication is one of mankind’s greatest assets and is how human beings have exchanged lots of significant information. Health promotion aspirations to change unhealthy behaviours are considered communicative acts. (Rimal & Lapinski, 2009) Health communication is often portrayed as the use of communication strategies to provide individuals with the knowledge and inspiration they need to make decisions that improve their health. (Centers for Disease Control and Prevention, 2011) The Transmission Model follows the idea of transportation, in that the chosen health message is simply relayed from a source to a receiver. The Cultural Model of Communication however, recognizes that individual experiences and factors such as socio-economic status, cultural background, health literacy etc. will affect how and when certain individuals and groups are able to receive messages. The Transmission Model of Communication and the Cultural Model of Communication follow very different communicating techniques and have been successful in separate situations. A Campaign that will be discussed further and follows the Transmission Model is Headspace’s “We’ve Got Your Back” campaign. The “Nets for Life” campaign utilises the Cultural Model and has been fairly successful in promoting health and creating behaviour change. However, health promotion aiming to create behaviour change appears to be more likely to
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