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Running head: Health Campaigns in Media
Examining the Prevalence of Health Campaigns in the Media
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Health Campaigns in Media
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The average individual spends a decent measure of the day filtering through messages
being presented by the media. If the day starts with a clock radio caution, it is likely that one
of the principal things one would hear would be a business on the radio. At the point when a
man turns on the TV to check the climate there are regularly notices introduce on the screen,
and keeping in mind that heading to work one can be attacked by announcements, promotions
on vehicles, and the continually playing radio plugs (Wakefield, Loken & Hornik, 2010).
After work, maybe to unwind, a man could get a daily paper or magazine to peruse. The
articles and the commercials and the publications are all cases of media messages introduced
to people in general in various mediums. If one somehow happened to turn on the TV tonight
writing computer programs, be it the news, a sitcom, or another sort of show, they would be
subjected to the media messages exhibited in those projects also.
Since media is such a consistent nearness in the lives of most Americans, the
exploration concerning it is on the ascent. A people group of those inspired by the force of
media and the correspondence passed on through its many styles has begun to investigate the
open door for constructive message transference. Health scientists have particularly started
searching for approaches to outfit the force of media to use in elevating Health efforts to
profit the natives presented to it (Wakefield, Loken & Hornik, 2010).This could end up being
particularly imperative because of the examination demonstrating a relationship between the
sorts of media messages that individuals are presented to, and the physical health that they
encounter.
Current social insurance has made it feasible for specialists and patients to have an
alternate sort of relationship, one where patients have data about malady and pharmaceuticals
made accessible to them. This implies they don't need to depend on the supposition of the
specialist exclusively.
Health Campaigns in Media
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This can be an extremely positive note, as practitioners have found that information
about a subject can impact the state of mind one has concerning the subject, and consequently
has a higher shot of affecting the activities one practice in connection with that issue. Indeed,
even with the potential that the media and health efforts hold, there is the genuine risk of
abuse of these media outlets in connection to health advancements (Grilli, Ramsay, &
Minozzi, 2002). With the acquaintance of direct-to-consumer Advertising (DTCA), a portion
of the uprightness behind advising individuals of their decisions in respects their health and
the choices accessible to them has been lost. Rather than it being absolutely about helping
other people feel well, it has transformed more into an approach to consolidation promoting
and sedate organizations, and consequently increment the income earned by those medication
organizations.
The United States is among the only two nations in the whole world that allow the
promoting of professionally prescribed medications. Since medication organizations are
burning through cash on publicizing, the costs of the pharmaceutical they are regularly
offering goes up (Waite, 2012). There are additional addresses concerning how well the
FDA's "reasonable adjust" run is administered, and if the dangers are all being exhibited to
the buyer.
Gratefully, not all businesses advance adversely. There are a lot of media battles
occurring that are centered on the health of the gathering of people it is coordinated towards.
For instance, the nation over there has been a developing spotlight on legitimate nourishment
and exercise among youthful, and school matured individuals (Waite, 2012).This is in part
because of the discoveries that say that absence of activity or general physical movement
matched with a horrible eating routine is the reason for the second-most high measure of
preventable passing. There are likewise reports demonstrating that an alarming rate of
American grown-ups thinks that it's hard to expend the prescribed rules of green foods, in
Health Campaigns in Media
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many cases because of an absence of openness. There is connected research demonstrating
that youngsters who stare at the TV for at least four hours a day grow considerably higher
muscle to fat ratio ratios and overall body weight than their companions who observe less TV
(Elder et al., 2004). To bring down the rates of overweight and corpulent people the hours
spent before a screen could be brought down, with to a greater degree and attention on the
physical action.
Past basic TV commercials to advance their message, the European Union
additionally propelled web battles, including email honing. 50,000 individuals agreed to
accept the email training and accordingly they were urged to stop smoking through standard
messages. There was, of course, a typical site too. On this site there are recordings of
specialists discussing approaches to stop, and why smoking is a risk to your health and also
those you think about. It was even extended to a handy application accessible for download to
the individuals who need.
This battle reached out outside of TV and the web as it advanced. Utilizing media
outlets to promote, the Help Campaign facilitated more than 360 occasions accessible to
everybody and far reaching through the European Union (Grilli, Ramsay & Minozzi, 2002).
Some of these opportunities had a few exercises, with some that included making road
artistry to advance the crusade and its message, speakers talking about the pitfalls of tobacco
utilize, and giving guests the alternative to record their tips that could be used for stopping
smoking. At that point, of course, there were the most usually considered media exceeds
those including daily papers, magazines, and other vast ranges of broad media scope.
The utilization of media channels to present health pictures to a crowd of people can
turn out to be fruitful. While here and there this achievement is for real causes, similar to
against smoking or nourishment battles, different circumstances it is less about natural health
Health Campaigns in Media
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and more about income increment. With simple item arrangement and DTCA, it is essential
for customers to know what they are watching and to do research before accepting what they
see (Waite, 2012). On the other hand, with real health advancements, data and past research
are displayed to customers, and without a commercial objective. Or maybe, these crusades
concentrate on instruction and enhanced central leadership inside their groups of onlookers.
As appeared in the illustrations checked on beforehand in this paper, these battles can
measurably affect expanding or diminishing the conduct being referred to, absolutely a
substantially higher effect than no crusade by any stretch of the imagination. This looks good
for campaigns that take after a corresponding structure later on (Elder et al., 2004). Maybe
with keeping up the battles and the objectives, new and significantly more powerful
information will be accessible for flourishing replication of these health activities.
Health Campaigns in Media
References
Waite, L. (2012). This doctor's visit is brought to you by… an investigation of twenty-first
century disease mongering. Journal of Communication in Healthcare, 5(3), 171-181.
Wakefield, M. A., Loken, B., & Hornik, R. C. (2010). Use of mass media campaigns to
change health behaviour. The Lancet, 376(9748), 1261-1271.
Grilli, R., Ramsay, C., & Minozzi, S. (2002). Mass media interventions: effects on health
services utilisation. The Cochrane Library.
Elder, R. W., Shults, R. A., Sleet, D. A., Nichols, J. L., Thompson, R. S., Rajab, W., & Task
Force on Community Preventive Services. (2004). Effectiveness of mass media
campaigns for reducing drinking and driving and alcohol-involved crashes: a
systematic review. American journal of preventive medicine, 27(1), 57-65.
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Running head: ROLE OF MASS MEDIA
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Role of Mass Media in Personal Health Decision on Sunscreen
Name:
Running head: ROLE OF MASS MEDIA
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Over the years the mass media has grown to be a powerful communication and marketing
tool. Mass media involves the TV, internet, radio newspaper, outdoor media (billboards, live
screens and posters) moves among others. Today the mass media plays a number of roles which
include informing, entertaining and even reinforcing behavior. When it comes to the informing
role mass media incorporates advertising. The practice of advertising is essence means sustained
bombardment of carefully designed messages to targeted clients about a product or service. This
could be telling the use of a new product in the market or simply telling the benefits or the
product. Advertising influences personal decisions especially on the products that people buy.
When it comes to the choice of picking a sunscreen, different forms mass media play different
roles in helping the consumer pick the sunscreen that suits them best. The following forms of
mass media play the following roles.
Television
In the past television used to be a luxury that only the rich could afford. Television
content was mostly government developed in that it touched mostly on state activities. Today the
television is found in close to every home. This has brought about an explosion of television
stations each trying to satisfy a specific audience. In the 21st century there are TV stations that
major in global news, entertainment, animal documentaries or purely educational. The popularity
of the TV is driven by the fact that it has both picture and sound appeal (Pan,1991). Health
companies that make Sunscreen products have the ability to show the benefits of using sunscreen
in motion pictures to a large audience. The TV therefore has a stronger persuasive power. The
TV offers marketers the opportunity to present powerful visual presentations that may give
details on the effects that sun rays may have on the skin and how the sun screen protects the skin
from such effects.
Running head: ROLE OF MASS MEDIA
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Internet/Social Media
This is the newest form of the mass media brought about by the internet. The worldwide
estimated social media users is around 2 billion people, this makes it such a big marketing
platform. Social media has revolutionized marketing and created the present day powerful
brands. The social media includes Facebook, twitter, Instagram, Telegram, blogs among others.
The social media generally come with text and sometimes video and sound appeal. Companies
that manufacture sunscreen products have taken to the social media to tell their sunscreen story.
Through the social media emotional stories about a product can be written, detail videos on the
effects of the harmful UV rays can also be made. The critical marketing advantage of the social
media is that the audience can be segmented such that adverts appear on the timelines of people
who have interests on that particular product. A sustained campaign on the importance of
sunscreen products gives the audience the feeling that they really need the product in their lives.
(Redman, 1990).
Newspapers
The newspaper is one of the oldest forms of mass media. The newspaper was primarily
meant to inform the people on what was happening around them. Advertising through the
newspaper came a little later and since then it has grown such that the biggest newspaper
companies solely depend on the advertisements on their publications for survival. Newspapers
have the space advantage whereby companies such as sunscreen manufacturing companies can
buy the entire page to have the product pictures and also information touching on the product
written. Newspapers help create the product brand. When a newspaper has a big readership and
there is continued advertisement of the product then readers begin to have an impression about
Running head: ROLE OF MASS MEDIA
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the product. A positive impression of the product means that the product has high chances of
getting picked by the consumers. (Weiss, 1966)
Outdoor Media
The Outdoor Media is one of the most popular forms of mass media used in advertising.
Outdoor media includes posters, live screens and billboards. Outdoor media is effective in
informing consumers that a new product is available in the market. It can also be used to
reinforce a brand. On sunscreen, outdoor media plays the role of telling what sunscreen can do to
your skin. (Silverstein, 1986). This can be done by displaying varying images of skin damaged
by the sun rays and skin that is protected by sunscreen. Outdoor media that are placed in strategic
positions have the ability to change what people think of the sunscreen because people may at
first ignore the billboards but with time they will begin to pay attention. (McCombs, 1972)
Conclusion
The influence that mass media has on consumer minds cannot be ignored. Mass media
sets the day’s agenda and sunscreen companies have to strive to be part of that agenda. When a
product becomes the talk, the product becomes popular. When the popularity is positive the
product gets bought more. Sunscreen companies have to have different advertising materials for
the different forms of the mass media. This is because the different forms have different
audiences. The social media for instance is the newest and most effective marketing tool that has
the young generation as its biggest consumers. Sunscreen companies therefore have to segment
their consumers depending on the form of media that they wish to advertise from.
Running head: ROLE OF MASS MEDIA
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References
McCombs, M. E., & Shaw, D. L. (1972). The agenda-setting function of mass media.
Public opinion quarterly, 36(2), 176-187. Retrieved from
http://www4.ncsu.edu/~amgutsch/Mccombs.pdf
Pan, Z., & McLeod, J. M. (1991). Multilevel analysis in mass communication research.
Communication research, 18(2), 140-173. Retrieved from
https://www.researchgate.net/profile/Zhongdang_Pan/publication/258130504_Multilevel_Analys
is_in_Mass_Communication_Research/links/569eeb6308ae2c638eb59de0.pdf
Redman, S., Spencer, E. A., & Sanson-Fisher, R. W. (1990). The role of mass media in
changing health-related behaviour: a critical appraisal of two models. Health Promotion
International, 5(1), 85-101.
Silverstein, B., Perdue, L., Peterson, B., & Kelly, E. (1986). The role of the mass media
in promoting a thin standard of bodily attractiveness for women. Sex roles, 14(9), 519-532.
Weiss, W. (1966). Effects of the mass media of communication.
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