Grounding health communication initiatives in cultures and contexts: The argument for a community-based participatory research approach

The success of media based public health initiatives targeted to diverse audiences has shown limited efficacy in changing health behaviors. Additionally the media use strategies of consumers are rapidly changing. Issues of access are critical as some audiences have the capacity through internet, cell phones, and other technological innovations to shop for the types of information that appeal to them most while filtering out information in which they are not interested. On the other end of the spectrum are users who through lack of access or personal choice utilize more traditional, low technology methods for receiving information. Cultural traditions and media capacity in the global arena further complicate the process of developing appropriate, culturally responsive, effective media based health initiatives. This presentation will outline a community-based participatory approach to health communication research that leads to tailored messages targeted to particular audience segments, through preferred media as a strategy for promoting more successful mediated public health initiatives.