AUTHOR(S): Palwinder Singh Bhatia

ABSTRACT:
The purpose of this study was to determine the extent to which health professionals in Jalandhar district of Punjab are using mass media for health promotion. Results from 121 health professionals indicated that: (i) they widely use media as a tool for health promotion; (ii) they use many communication strategies in working with television, radio stations and newspapers; (iii) they often cite increased awareness and dissemination of information as outcome objectives; (iv) They usually use foreign-language media channels; (v) their attitude towards media is positive; (vi) they primarily consider barriers to effective media use as time and money; (vii) they feel the need for additional training to use mass media; And (viii) they rarely use formal and summative assessment. Our results raise concerns about whether media is being used as effectively as possible to improve health. We recommend that future research focus on understanding the process of turning research into behavior.

Pages: 985-987  |  893 Views  198 Downloads