chapter  9
Communication theory and health promotion
ByGordon Macdonald
Pages 22

Communication is an essential building block for health promotion; without actual communication little could be done to improve population health whether one adopts a lifestyle or structuralist approach to public health improvement. Communication also forms the bedrock of innovationdiffusion theory, which in turn is one of the most tested and applied theories in health promotion practice. This chapter discusses communication ideas before describing and critiquing innovation-diffusion theory. It provides some applied examples of how the theory has helped health promotion practice.