Health Education and the Media II. Proceedings of the 2nd International Conference Organized Jointly by the Scottish Health Education Group, Edinburgh and the Advertising Research Unit, Department of Marketing, University of Strathclyde, Edinburgh, 25–29 PDF
Preview Health Education and the Media II. Proceedings of the 2nd International Conference Organized Jointly by the Scottish Health Education Group, Edinburgh and the Advertising Research Unit, Department of Marketing, University of Strathclyde, Edinburgh, 25–29
Other Pergamon publications of related interest DODGSON et al Inhaled Particles VI GILLIO et al. Neurobehavioural Methods in Occupational Health MILLER The Addictive Behaviours Health Education and the Media II Proceedings of the 2nd International Conference organized jointly by the Scottish Health Education Group, Edinburgh and the Advertising Research Unit, Department of Marketing, University of Strathclyde Edinburgh, 25-29 March 1985 Editors: D. S. LEATHAR G. B. HASTINGS K. O'REILLY Advertising Research Unit, Department of Marketing, University of Strathclyde and J.K.DAVIES Scottish Health Education Group, Edinburgh, UK PERGAMON PRESS OXFORD · NEW YORK · TORONTO · SYDNEY · FRANKFURT U.K. Pergamon Press Ltd., Headington Hill Hall, Oxford OX3 OBW, England U.S.A. Pergamon Press Inc., Maxwell House, Fairview Park, Elmsford, New York 10523, U.S.A. CANADA Pergamon Press Canada Ltd., Suite 104, 150 Consumers Road, Willowdale, Ontario M2J 1P9, Canada AUSTRALIA Pergamon Press (Aust.) Pty. Ltd., P.O. Box 544, Potts Point, N.S.W. 2011, Australia FEDERAL REPUBLIC Pergamon Press GmbH, Hammerweg 6, OF GERMANY D-6242 Kronberg, Federal Republic of Germany JAPAN Pergamon Press Ltd., 8th Floor, Matsuoka Central Building, 1-7-1 Nishishinjuku, Shinjuku-ku, Tokyo 160, Japan BRAZIL Pergamon Editora Ltda., Rua Eça de Queiros, 346, CEP 04011, Sâo Paulo, Brazil PEOPLE'S REPUBLIC Pergamon Press, Qianmen Hotel, Beijing, OF CHINA People's Republic of China Copyright © 1986 Pergamon Press Ltd. All Rights Resemed. No part of this publication may be reproduced, stored in a retrieval system or transmitted in any form or by any means: electronic, electrostatic, magnetic tape, mechanical, photocopying, recording or otherwise, without permission in writing from the publishers. First edition 1986 Library of Congress Cataloging in Publication Data Main entry under title: Health education and the media II. 1. Mass media in health education — Congresses. 2. Health promotion — Congresses. I. Leathar, D. S. II. Scottish Health Education Group. III. University of Strathclyde. Dept. of Marketing. Advertising Research Unit. [DNLM: 1. Health Education — congresses. 2. Health Promotion — congresses. 3. Mass Media — congresses. WA 590 H434 1985] RA440.5.H36 1985 613'.07 85-21775 British Library Cataloguing in Publication Data Health education and the media II: proceedings of the 2nd international conference. I. Mass media in health education I. Leathar, D. S. II. Scottish Health Education Group III. University of Strathclyde Advertising Research Unit 613'.07 RA440.5 ISBN 0-08-032000-7 Printed in Great Britain by A. Wheaton &f Co. Ltd., Exeter List of Contributors Dr H Adriaanse Ms J Berry Educationist Regional Planning & Eval Officer State University of Limburg North Western Regional Health Authority Postbus 616 Gateway House 6200 MAASTRICHT Piccadilly South The Netherlands MANCHESTER M6D 7LP Dr P P Aitken G Blume Research Fellow Centre for Health Education Advertising Research Unit Karmeliterplatz 3 University of Strathclyde 6500 Mainz 173 Cathedral Street Federal Republic of Germany GLASGOW G4 ORQ Dr W G Albert Mr M C Bouwmeester Addiction Research Foundation Account Director 2090 Wyandotte Street East Baas en van Haastrecht BV WINDSOR PO Box 1016 Ontario, Canada 3000 BA ROTTERDAM The Netherlands Dr A Amos Mr C Burke Senior Scientific Officer Lecturer Depts of Comm Medicine & Health Ed Albers School of Business Hampstead Health Authority Seattle University Royal Free Hospital SEATTLE Pond Street WA 98122 LONDON NW3 USA Dr J Bancroft S Catovic Dept of Reproductive Microbiology Institute of Social Medicine 37 Chalmers Street University of Sarajevo EDINBURGH School of Medicine EH3 9YW SARAJEVO Yugoslavia Professor K H Beck Mr S Chapman Assistant Professor Research Fellow Department of Health Education National Health & Medical Research Council University of Maryland (Australia) College Park 78 New Oxford Street Maryland 20742, USA LONDON ix X Mr A Chesterfield-Evans Dr T Egsmose Billboard Utilising Graffitists Senior Lecturer Against Unhealthy Promotions (BUGA UP) Copenhagen University Institute of Hygiene 58/11 Yarranabbe Road Blegdamsvej 21 DARLING POINT, NSW 2100 - Copenhagen Australia 2027 Denmark M Cl eminent s Dr B R Flay Dental Health Study Deputy Director & Assoc Prof Dept of Education Health Behaviour Research Ins University of Cambridge University of California 17 Trumpington Street 1985 Zonal Avenue CAMBRIDGE LOS ANGELES CB2 1PT California 90033, USA L M Collins Mr K P Fletcher Health Behaviour Research Institute Lecturer University of Southern California Department of Marketing 1985 Zonal Avenue University of Strathclyde, Stenhouse Building LOS ANGELES, CA 90033 173 Cathedral Street USA GLASGOW G4 0RQ Scotland Mr M H Craft E Freidberg HEC Dental Health Study University of Ottawa c/o Dept of Education 275 Nicholas Street, OTTAWA University of Cambridge Ontario, KIN 6N5 Addenbrooks Hospital Canada Trumpington Street CAMBRIDGE Mr J K Davies Dr J Greenwood Senior Research Officer Fellow in Community Psychiatry Scottish Health Education Group Lothian Health Board Woodburn House 26 Carlton Hill Canaan Lane EDINBURGH EH1 3BJ EDINBURGH EH10 4SG Dr A De Carufel W B Hansen Faculty of Administration Health Behaviour Research Institute University of Ottawa University of Southern California 135 Wilbrod Street 1985 Zonal Avenue OTTAWA LOS ANGELES, CA 90033 Ontario, Canada USA Professor M Dzumhur M Harrison Professor of Social Medicine University of Ottawa Institute of Social Medicine 275 Nicholas Street, OTTAWA Mose Pijade 6 Ontario KIN 6N5 SARAJEVO 71000 Canada Yugoslavia M S Dzumhur Ms C Haslam Clin. Gyn. and Obs. Commissioning Officer University of Sarajevo Channel Four Television School of Medicine 60 Charlotte Street SARAJEVO LONDON Yugoslavia W1P 2AX XI Mrs P Helske Ms A Laking Planning Officer BBC Finnish Council for Health Education The Langham Iso Roobertinkatu 3 A 21 Portland Place HELSINKI LONDON Finland W1A 1AA Ms A Jackson Ms A S Lavigne Producer MTR Community Services Consultant BBC Television Metro Toronto Regional Office Villiers House Addiction Research Foundation EALING 175 College Street LONDON Toronto W5 2PA ONTARIO M5T 1P8, Canada Ms M James C Lay Open University University of Ottawa School of Education 275 Nicholas Street, OTTAWA MILTON KEYNES Ontario KIN 6N5 England Canada Mr A Johnson Dr D S Leathar Associate Professor & Director Director Health Behavior Research Institute Advertising Research Unit University of Southern California University of Strathclyde School of Pharmacy 173 Cathedral Street 1985 Zonal Ave GLASGOW LOS ANGELES, USA 90033 G4 0RQ T Klaukka Mr P Lincoln The Social Insurance Institution District Health Education Officer PO Box 920, SF-00101 South Birmingham Health Authority HELSINKI 10 District Offices Finland Oaktree Lane Birmingham G Klein Ms J Lo Gesellscheft fur Unweit, Gesundheit Education Officer und Kommunikation e.v. Continuing Education Auf dem futzacker 8 British Broadcasting Corporation 5000 Köln 80 Broadcasting House Federal Republic of Germany Room 623 The Langham LONDON W1A 1AA Dr K Klein Dr A McAlister Faculty of Education Professor & Associate Director University of Cologne Centre for Health Promotion Research Gronewald Strasse 2 University of Texas 5000 KÖLN - 1 HOUSTON West Germany Texas USA Dr K Koskela Dr I H McKee Chief General Practitioner Health Education Unit Sighthill Health Centre National Board of Health Calder Road SF-00531 HELSINKI 53 EDINBURGH Finland EH11 4AU XL1 Professor H Mendelsohn Ms C Pinto Director Harris Research Dept of Mass Communications c/o Ms J Lo, Continuing Education University of Denver BBC Broadcasting House DENVER Room 623, The Langham Colorado 80208 LONDON W1A 1AA USA J Mestell Dr G W Piper Health Behaviour Research Institute President University of Southern California Canadian Council on Smoking and Health 1985 Zonal Avenue 725 Churchill Avenue LOS ANGELES, CA 90033 OTTAWA, Ontario K1Z 5G7 USA Canada Mr S C Mitchell Dr D A Player Director Director The Scottish Health Education Group Health Education Council Woodburn House 78 New Oxford Street Canaan Lane LONDON EDINBURGH EH10 4SG WC1A 1HA Mr J G M Nelissen Professor P Puska Head PR and Information Director Dutch Foundation on Smoking and Health Epidemiological Research Unit Frederik Hendriklaan 34A Central Public Health Laboratory 2582 BC The Hague Mannerheimintie 166 The Netherlands 00280 HELSINKI Finland G O'Connor Dr J L Roberts B.U.G.A.U.P. Regional General Administrator Box 80, Strawberry Hill North Western Regional Health Authority New South Wales 2012 Gateway House Australia Piccadilly South MANCHESTER M60 7LP Dr F G 0fHagan Ms R Romano Lecturer Public Health Educator Department of Psychology National Cancer Institute University of Strathclyde Building 31, Room 4B 39 155 George Street Bethesda GLASGOW MARYLAND 20205, USA Gl 1RD Dr R Pausch Dr L Salleras University of Cologne Jefe De Educacion Sanitaria Audiovisuelles Medienzentrum (AVMZ) Instituto De Higiene De Barcelona Gronewaldstr 2 Calle Balmes 426 1A 5000 KÖLN 41 BARCELONA 22 Federal Republic of Germany Spain M A Pentz L Scheier Health Behaviour Research Institute Health Behaviour Research Institute University of Southern California University of Southern California 1985 Zonal Avenue 1985 Zonal Avenue LOS ANGELES, CA 90033 LOS ANGELES, CA 90033 USA USA Xlll Ms R E Shean Mr J Vaque Education & Research Officer Head, Preventive Medicine Service Australian Council on Smoking & Health (Ine) Dept of Health & Social Security 705 Murray Street Autonomous Government of Catalonia West Perth 6005 Hospital Vail d'Hebron Australia Av Gaudi 63, 2-2 08015 BARCELONA, Spain M M Simmons Mr C Vilain Community Consultant Head, Research Department Durham Region Comité Français d'Education pour la Santé Drug and Alcohol Research Foundation 9 Rue Newton 44 Bond Street West, 10th Floor 75116 PARIS OSHEWE, LIG 1A4 France Ontario, Canada Ms J A Stein Ms D Walster Project Officer Health Educationist National Cancer Institute Scottish Health Education Group Blair Building, Room 416 Woodburn House 9000 Rockville Pike Canaan Lane BETHESDA EDINBURGH EH10 4SG Maryland, USA Mr A Stewart Dr W Weis Dean of Educational Services Associate Professor of Business Dundee College of Technology Albers School of Business DUNDEE Seattle University SEATTLE Washington 98122 USA T G Summons Ms K Wellings Director Research Officer Human Resources Family Planning Association City of Bowie 27-35 Mortimer Street BOWIE LONDON Wl Maryland, 20715 USA S Sussman Mr J Wiio Health Behaviour Research Institute Head of Programme Planning University of Southern California The Finnish Broadcasting Company 1985 Zonal Avenue TV2, PI 196 LOS ANGELES, CA 90033 33101 TAMPERE 10 USA Finland Mr S Turnbull Dr N Willard District Health Education Officer Information Officer Dewsbury Health Education Service World Health Organisation Ravensleigh Cottage Avenue Appia 28a Oxford Road 1211 GENEVA 27 DEWSBURY WF13 4LL Switzerland Dr J van Reek Department of Health Education University of Limburg PO Box 616 6200 MD MAASTRICHT The Netherlands Foreword Following the success of the First fMedia' Conference in March 1981, the Scottish Health Education Group and the Advertising Research Unit in the Marketing Department at Strathclyde University decided to co-operate again in organising the Second International Conference on Health Education and the Media. This took place at the Riccarton Campus of Heriot-Watt University in Edinburgh from March 25-29, 1985. As in 1981, the Conference provoked considerable interest, with over 200 delegates from 25 countries in attendance. It also attracted a wide range of papers. 39 of these were allocated to the main theme sessions under the headings 'Theoretical Issues', 'Practical Issues' and 'Future Developments'. These papers are reproduced in full here. For technical reasons these include four extraneous papers by Lavigne, Dzumhur, van Reek and Stein provisionally allocated as main theme papers but not presented at the conference. In addition to the main theme presentations a further 36 papers were delivered at the conference in the free paper sessions. Abstracts of these papers are also included in this volume. Delegates were welcomed by Mr S C Mitchell, Director of the Scottish Health Education Group. The Conference was then opened by Mr J MacKay MP, Minister for Health and Social Work at the Scottish Office. In his opening address he spoke of the importance of international co-operation in progressing the valuable work of health education. He also emphasised the need for evaluation and cost effectiveness by health educationists not least in their use of the media. Professor M J Baker, Vice Principal and Head of the Marketing Department at Strathclyde University then addressed the Conference on the 'Nature of the Communication Process'. His talk began with a discussion of Wilbur Schramm's work on communication and went on to show how this had been developed by marketing theorists. The implications for health education were discussed. Unfortunately, the next speaker, Dr I Kickbusch, Regional Officer for Health Education at the European Office of the World Health Organisation, was unable to attend the Conference at the last moment due to a national strike in Denmark. Following the opening ceremony the Conference then continued for four days. It is dangerous, if not foolhardy, to attempt to summarise all that was discussed during this time. However, the following points appeared to be particularly central to the Conference: there was evidence of an increasingly sophisticated and innovative use of the media for health education and health promotion. This seems to be, at least partly, stimulated by limitations on new resources and a concomitant need for more effective use of existing resources. there were indications that sponsorship is growing in popularity as a vehicle for health promotion. the importance of information technology to health education was recognised by the conference with such innovations as cable and satellite broadcasting, interactive computer systems and new software developments being discussed. although these innovative, and sometimes controversial, developments in health education were much in evidence, there was also considerable emphasis on the more conventional use of the media through direct advertising in attempts to communicate about the traditional health education topics of smoking and alcohol abuse. in using all these approaches there was evidence that research is increasingly being applied by health education practitioners in attempts to make their communication strategies more effective. xv XVI a continuing growth of interest in health education among broadcasters was apparent. - conversely there was an increasing awareness among health educationists of the importance of the general media in reflecting and publicising social trends in relation to health and health issues. - related to this, the need for more education of health professionals in the use of the media was noted. - finally the Conference showed that there continues to be considerable interest in the media activity of those involved in promoting anti-health products. These points suggest that considerable progress has been made since the 1981 Conference, particularly in the level of sophistication with which health educators approach the media. Hopefully, the 1981 Conference contributed to this progress, and this years Conference will in turn help to stimulate further progress. The Third International Conference on Health Education and the Media, scheduled for 1989, will perhaps provide some indication of whether this is so. Clearly many more issues than those raised above were covered by the conference. The papers and abstracts reproduced below bear eloquent witness to this. As editors, therefore, we would like to extend our gratitude to the authors. We are well aware of the pressures that writing a paper months before a conference can bring and we would like to thank them for meeting deadlines and following often very detailed instructions without (too much) complaint. Our thanks must also go the the European Office of WHO and the Scottish Health Education Group for providing resources to help with the preparation work for the Conference. Finally^we should also like to thank the secretarial staff of the Advertising Research Unit who worked extremely hard correcting and retyping papers to meet publishing deadlines and the staff of the Scottish Health Education Group for their help in publicising the event. As always the responsibility for errors is our own. 19th July, 1985 Advertising Research Unit Douglas S Leathar Gerard B Hastings Karen M OfReilly Scottish Health Education Group John K Davies
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