Dynamism in health communication media in Ghana
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Date
2017
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Publisher
Emerald Publishing Limited
Abstract
The purpose of this paper is to develop an in-depth understanding of the effectiveness, evolution
and dynamism of the current health communication media used in Ghana.
Design/methodology/approach – This paper uses a multi-method approach which utilizes a combination
of qualitative and quantitative approaches. In-depth interviews are conducted with health promotion
professionals in Ghana and 150 members of the general public were surveyed.
Findings – The paper finds that the general public sees social media as an effective place for health
professionals to share health-related messages. They also view health-related messages on social media
seriously. Health professionals see social media as an effective tool for sending health-related messages to the
public and are concerned about the fact that traditional media are losing their effectiveness as means to share
health-related messages.
Research limitations/implications – This study was conducted in Ghana. Future studies should be
conducted across multiple countries to examine the conclusions developed in this paper and the possibility of
multiple perspectives regarding the use of social media for sending health messages.
Practical implications – The results inform public health officials on developments in health
communication and suggest prescriptions on how to adjust to the new media.
Originality/value – Health messaging is an area that has been relatively ignored in the literature and almost
no research focusses on the effectiveness of social media and other health messaging technologies,
particularly in developing countries. Although the study was conducted in Ghana, health professionals
worldwide can use the findings to help improve their health messaging strategies.
Description
Keywords
Information technology, Mass media, Health education, Developing countries, Dynamic, Public health