Emphasizing "Communication" in Health Communication

Abstract

Interest in health communication inside and outside the field of communication has grown over the past 2 decades. In the Healthy People 2010 objectives, for example, a chapter on health communication appeared for the first time since the 1979 adoption of this framework to provide a national prevention agenda. Within the chapter, health communication is defined as follows:the art and technique of informing, influencing, and motivating individual, institutional, and public audiences about important health issues. The scope of health communication includes disease prevention, health promotion, health care policy, and the business of health care as well as enhancement of the quality of life and health of individuals within the community. (U.S. Such an encompassing definition has at its core a focus on the strategic design and use of communication, which this review will demonstrate depends on knowledge based in understanding the more informal and less intentional communication processes relating to health. Moreover, when communication is emphasized in health communication, it becomes evident that communication behavior is and should be a priority in health communication research and practice, as communication behavior contributes to vital health outcomes. Sometimes, communication behavior directs positive health behavior; at other times, it contributes to behavior with negative health outcomes. Often, communication behavior itself is the direct descendant of positive or negative health status, or is importantly affected by health status. Ultimately, strategic health communication seen from the vantage of communication emphasizes the reality that people's physical and mental wellbeing depends far more on the ability to manage health day-to-day than on the teachable moments that occur via health promotion and education or via medical interaction.Health communication covers a broad range of topics, as stated in the opening definition, including disease control and prevention, emergency preparedness and response, injury and violence prevention, environmental health, and workplace safety and health. Health promotion activities at the national level reflect a devel-752 opmental life-span perspective, focusing on adolescent health, aging and elderly health, bone health, breastfeeding, men's health, women's health, school health, minority health, and reproductive health. In turn, these broader content areas are comprised of more specific topics, illustrated on the Centers for Disease Control and Prevention (CDC) website with injury and violence prevention and control, for example, encompassing dating violence, intimate partner violence, sexual violence, as well as youth and workplace violence foci, homicides, suicide, and traumatic brain injuries (http://www.cdc.gov). The breadth of the scope of health communication implicitly acknowledges that strategic communication to achieve health aims requires an ecological approach that is defined in a 2003 Institute of Medicine Report in the following way:An ecological model assumes ...

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