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Expanding the Reach of Health Campaigns: Can Community Organizations Serve as Viable Channels of Health Information?
Unformatted Document Text:  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 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. Key words: Health campaigns, social capital and information channels

Authors: Stephens, Keri., Rimal, Rajiv. and Flora, June.
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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 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.
Key words: Health campaigns, social capital and information channels


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