ABSTRACT
This chapter outlines some theoretical models of health communication, and examines which of these are most heavily drawn upon when health professionals translate theory in practice. While traditional approaches to health communication have favored informative messages based on print media and perhaps persuasive messages based on advertising media, there is evidence that more, theoretically-derived campaigns geared to specific behavioral outcomes have successfully influenced health behavior. The persuasion/health communication literature has provided a variety of different theoretical models which compete in the marketplace of ideas. These models have identified many questions such as message appeal, audience attributes, and channel characteristics that need to be answered as a prerequisite to designing any successful Acquired Immune Deficiency Syndrome communication program, but many of them are divergent with respect to focus and to specific recommendations. At risk of oversimplifying, health communication decisions can be thought of as selections from matrix of possible message types and communication methods that will effectively reach a specific audience.
