chapter  1
16 Pages

Communicating Health through Mass Media: An Overview

ByRukhsana Ahmed, Benjamin R. Bates

This chapter concludes with implications and future directions for health communication research and practice. The contributions of extant research on eHealth and mobile health technologies are influential because they not only enhance the theoretical frameworks surrounding this phenomenon, but they also greatly impact the practice of medicine and health communication. A study by Sommerhalder and colleagues found that adding health-related Internet information (HRII) to consultations was appreciated by physicians; however, it oftentimes led to misleading interpretations. The Pew Internet and American Life Project conducted a series of telephone interviews to determine the motivations behind seeking health information on the Internet. Furthermore, African American and Latino cell phone owners are more likely than whites to use a range of cell phone features including the Internet and text messaging. The campaign will also develop a base of evidence on the efficacy of mobile health interventions and catalyze new models for public-private partnerships in the area of mobile health.