The Handbook of Global Health Communication

Silvio Waisbord is Professor in the School of Media and Public Affairs at George Washington University. He is the editor-in-chief of the International Journal of Press/Politics. From 2002 to 2005, he was Senior Program Officer in the Academy for Educational Development. He has conducted research and lectured in Latin America and Africa. His areas of interest are journalism and politics, and the role of media and communication in development and global health programs.

Acknowledgments xxi

Introduction 1

Part I Perspectives on Communication and Global Health 7

1 Theoretical Divides and Convergence in Global Health Communication 9
Silvio Waisbord and Rafael Obregon

2 New Perspectives on Global Health Communication: Affirming Spaces for Rights, Equity, and Voices 34
Collins O. Airhihenbuwa and Mohan J. Dutta

3 Rethinking Health Communication in Aid and Development 52
Elizabeth Fox

4 Toward a Global Theory of Health Behavior and Social Change 70
Douglas Storey and Maria Elena Figueroa

Part II Theoretical Perspectives on and Approaches to Health Communication in a Global Context 95

5 The Impact of Health Communication Programs 97
Jane T. Bertrand, Stella Babalola, and Joanna Skinner

6 Promoting Health through Entertainment-Education Media: Theory and Practice 121
William J. Brown

7 Interpersonal Health Communication: An Ecological Perspective 144
Rukhsana Ahmed

8 Community Health and Social Mobilization 177
Catherine Campbell and Kerry Scott

9 Health, News, and Media Information 194
Jesus Arroyave

10 Using Complexity-Informed Communication Strategies to Address Complex Health Issues: The Case of Puntos de Encuentro, Nicaragua 215
Virginia Lacayo

11 Community Media, Health Communication, and Engagement: A Theoretical Matrix 233
Linje Manyozo

12 Global E-health Communication 251
L. Suzanne Suggs and Scott C. Ratzan

13 Managing Fear to Promote Healthy Change 274
Merissa Ferrara, Anthony J. Roberto, and Kim Witte

14 Innovations in the Evaluation of Social Change Communication for HIV and AIDS 288
Ailish Byrne and Robin Vincent

Part III Case Studies of Applied Theory and Innovation 309

15 Mobile Phones: Opening New Channels for Health Communication
Katherine de Tolly and Peter Benjamin 311

16 Social Marketing and Condom Promotion in Madagascar: A Case Study in Brand Equity Research 330
W. Douglas Evans, Kim Longfi eld, Navendu Shekhar, Andry Rabemanatsoa, Ietje Reerink, and Jeremy Snider

17 Participatory Health Communication Research: Four Tools to Complement the Interview 348
Karen Greiner

18 Egypt’s Mabrouk! Initiative: A Communication Strategy for Maternal/Child Health and Family Planning Integration 374
Ron Hess, Dominique Meekers, and J. Douglas Storey

19 Risk Communication and Emerging Infectious Diseases: Lessons and Implications for Theory–Praxis from Avian Infl uenza Control 408
Ketan Chitnis

20 Journalism and HIV: Lessons from the Frontline of Behavior Change Communication in Mozambique 426
Gregory Alonso Pirio

21 jovenHABLAjoven: Lessons Learned about Interpellation, Peer Communication, and Second-Generation Edutainment in Sexuality and Gender Projects among Young People 444
Jair Vega Casanova and Carmen R. Mendivil Calderón

22 Changing Gender Norms for HIV and Violence Risk Reduction: A Comparison of Male-Focused Programs in Brazil and India 469
Julie Pulerwitz, Gary Barker, and Ravi Verma

23 Women’s Health and Healing in the Peruvian Amazon: Minga Perú’s Participatory Communication Approach 488
Ami Sengupta and Eliana Elias

24 Positive Deviance, Good for Global Health 507
Arvind Singhal and Lucía Durá

25 Health Promotion from the Grassroots: Piloting a Radio Soap Opera for Latinos in the United States 522
María Beatriz Torres

26 “Children can’t wait”: Social Mobilization to Secure Children’s Rights to Social Security 539
Shereen Usdin and Nicola Christofides

Part IV Crosscutting Issues 557

27 Capacity Building (and Strengthening) in Health Communication: The Missing Link 559
Rafael Obregon and Silvio Waisbord

28 Institutionalizing Communication in International Health: The USAID–Johns Hopkins University Partnership 582
Jose Rimon II and Suruchi Sood

29 Communication and Public Health in a Glocalized Context: Achievements and Challenges 608
Thomas Tufte

Part V Conclusions: Rethinking the Field 623

30 Toward Social Justice in Directed Social Change: Rethinking the Role of Development Support Communication 625
Srinivas R. Melkote

31 Conclusions: Why Communication Matters in Global Health 642
Silvio Waisbord and Rafael Obregon

Index 652

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