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Expanding the Reach of Health Campaigns: Can Community Organizations Serve as Viable Channels of Health Information?

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Abstract:

The purpose of this study is to investigate whether, and to what extent, community organizations can serve as viable channels of health information. We use Putnamís (2000) findings on social capital to argue that organizations can serve two major functions in health campaigns: instrumental (e.g., providing material support) and affinity (social support). Through a secondary analysis of data from the Stanford Five-City Project, we find significant support for our predictions about who joins community organizations. We then demonstrate that membership in community organizations explains greater variance in health outcomes than that explained by media use, demographic indicators, and health information seeking. Implications for health campaigns are also discussed.

Most Common Document Word Stems:

health (124), organ (117), communiti (87), social (69), membership (66), campaign (66), reach (43), p (43), inform (34), expand (33), outcom (32), capit (31), knowledg (31), use (30), behavior (30), individu (30), putnam (29), channel (27), age (26), chang (26), support (26),

Author's Keywords:

Health campaigns, social capital and information channels
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Association:
Name: International Communication Association
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http://www.icahdq.org


Citation:
URL: http://www.allacademic.com/meta/p111508_index.html
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MLA Citation:

Stephens, Keri., Rimal, Rajiv. and Flora, June. "Expanding the Reach of Health Campaigns: Can Community Organizations Serve as Viable Channels of Health Information?" Paper presented at the annual meeting of the International Communication Association, Marriott Hotel, San Diego, CA, May 27, 2003 <Not Available>. 2009-05-26 <http://www.allacademic.com/meta/p111508_index.html>

APA Citation:

Stephens, K. K., Rimal, R. N. and Flora, J. A. , 2003-05-27 "Expanding the Reach of Health Campaigns: Can Community Organizations Serve as Viable Channels of Health Information?" Paper presented at the annual meeting of the International Communication Association, Marriott Hotel, San Diego, CA Online <.PDF>. 2009-05-26 from http://www.allacademic.com/meta/p111508_index.html

Publication Type: Conference Paper/Unpublished Manuscript
Review Method: Peer Reviewed
Abstract: The purpose of this study is to investigate whether, and to what extent, community organizations can serve as viable channels of health information. We use Putnamís (2000) findings on social capital to argue that organizations can serve two major functions in health campaigns: instrumental (e.g., providing material support) and affinity (social support). Through a secondary analysis of data from the Stanford Five-City Project, we find significant support for our predictions about who joins community organizations. We then demonstrate that membership in community organizations explains greater variance in health outcomes than that explained by media use, demographic indicators, and health information seeking. Implications for health campaigns are also discussed.

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Document Type: .PDF
Page count: 30
Word count: 7486
Text sample:
Expanding the Reach 1 Abstract The purpose of this study is to investigate whether and to what extent community organizations can serve as viable channels of health information. We use Putnam’s (2000) findings on social capital to argue that organizations can serve two major functions in health campaigns: instrumental (e.g. providing material support) and affinity (social support). Through a secondary analysis of data from the Stanford Five-City Project we find significant support for our predictions about who joins community
knowledge. Public Opinion Quarterly 34 159-170. Vimpani G. (2000). Child development and the civil society: Does social capital matter? Journal of Developmental and Behavioral Pediatrics 21 44-47. Williams J. E. & Flora J. A. (1995). Health behavior segmentation and campaign planning to reduce cardiovascular disease risk among Hispanics. Health Education Quarterly 22 36-48. Winkleby M. A. Flora J. A. & Kraemer H. C. (1994). A community-based heart disease intervention: Predictors of change. American Journal of Public Health 84 767-772.


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