The effectiveness of mass communication to change public behavior.

  title={The effectiveness of mass communication to change public behavior.},
  author={Lorien C. Abroms and Edward W. Maibach},
  journal={Annual review of public health},
  • L. AbromsE. Maibach
  • Published 18 March 2008
  • Political Science, Medicine
  • Annual review of public health
This article provides an overview of the ways in which mass communication has been used -- or can be used -- to promote beneficial changes in behavior among members of populations. We use an ecological perspective to examine the ways in which mass media interventions can be used to influence public behavior both directly and indirectly. Mass media interventions that seek to influence people directly -- by directly targeting the people burdened by the public health problem of concern and/or the… 

Figures from this paper

Social Media and its Use in Health Promotion

Encouraging information is provided about the possibilities of using social media to improve access to health information and health care providers, as well as to promote positive health behaviour change.

Measuring the Effectiveness of Mass-Mediated Health Campaigns Through Meta-Analysis

A meta-analytic review was undertaken to examine the effects of mass communication campaigns on changes in behavior, knowledge, and self-efficacy in the general public, and it indicated that campaigns produced positive effects in behavior change and knowledge but failed to produce significant increases in self- efficacy.

The Role of Mass Media Interventions on Promoting Public Health Knowledge and Behavioral Social Change Against COVID-19 Pandemic in Jordan

This study has attempted to determine the role of mass s media interventions on promoting public health knowledge and behavioral social change against COVID-19 pandemic disease in Jordan. Based on

Finding One’s Way on the Roads to Social Change

The Swiss Federal Office for Public Health has created a metamodel of the impact of its campaigns that makes it clear that campaigns are most effective at the early stages of the behavioral change process, while other interventions are more effective at later stages.

Health Promotion Campaigns and Mass Media: Looking for Evidence

A standardised approach is needed to contribute to the progress of the scientific knowledge in the field of the implementation of public health intervention using mass media because there is not clear evidence about their impact.

Fear-arousing persuasive communication and behaviour change: COVID-19 in Kenya

This study found out that despite universal knowledge of COVID-19 and prevention methods, perceived threat especially perceived vulnerability to the virus was low due to misinformation, disinformation and disjointed communication.

Analysis of physical activity mass media campaign design.

Campaign success is more likely if the campaign building principles (formative research, audience segmentation, message design, channel placement, process evaluation, and theory-based) are used as part of campaign design and planning.

Self-efficacy Mediating Effect in Health Communication Campaign

The purpose of study is to identify the role of self-efficacy in health campaign Stress and to reduce the health campaign stress when it becomes a health campaign.



The role of media across four levels of health promotion intervention.

Public health professionals have begun to explore the purposive use of television and other forms of mass media as a means for shaping health attitudes and behaviors as well as the feasibility of using the mass media to influence attitudes and behavior.

Advancing public health goals through the mass media.

This article examines three approaches that incorporate mass media in their strategies to advance public health goals and provides information on the characteristics capabilities and relative benefits and limitations of the three mass media orientation with respect to certain health promotion goals.

Communication and marketing as tools to cultivate the public's health: a proposed "people and places" framework

Public health agencies that use their communication and marketing resources effectively to support people in making healthful decisions and to foster health-promoting environments have considerable opportunity to advance the public's health, even within the constraints of their current resource base.

The effectiveness of interventions to increase physical activity. A systematic review.

Public Health Communication: Evidence for Behavior Change

* Public Health Communication: Evidence for Behavior Change. Robert Hornik, ed. Mahwah, NJ: Lawrence Erlbaum Associates, Publishers, 2002. 405 pp. $99.95 hbk. $45 pbk. Public Health Communication:

Indirect Exposure to a Family Planning Mass Media Campaign in Nepal

While direct exposure to the radio program appeared to influence family planning knowledge, indirect exposure was more strongly associated with contraceptive use, suggesting that program evaluations that ignore indirect exposure underestimate the impact of a mass media program on behavior.

A 10-Year Retrospective of Research in Health Mass Media Campaigns: Where Do We Go From Here?

  • S. Noar
  • Medicine, Political Science
    Journal of health communication
  • 2006
The literature is beginning to amass evidence that targeted, well-executed health mass media campaigns can have small-to-moderate effects not only on health knowledge, beliefs, and attitudes, but on behaviors as well, which can translate into major public health impact given the wide reach of mass media.

The Impact of a Health Campaign on Health Social Capital

The results show significant increases in awareness and attitude, but not in behavior, and structural equation modeling revealed different patterns of influence for newspaper and TV campaign exposure.

A structural model of health behavior: a pragmatic approach to explain and influence health behaviors at the population level.

Interventions that target the four identified structural factors are a means to provide conditions that not only reduce high-risk behavior but also prevent the adoption of high- risk behaviors.

An Ecological Perspective on Health Promotion Programs

An ecological model for health promotion is proposed which focuses on both individual and social environmental factors as targets for health promotions and addresses the importance of interventions directed at changing interpersonal, organizational, community, and public policy factors which support and maintain unhealthy behaviors.