Using radio and social media to spread asbestos awareness, examining the effects of mass media on parenting, assessing patience satisfaction with health care professionals and the need to develop health campaigns for straight men were among the topics of discussion covered in the fifth panel session of the 2011 ANZCA conference in Hamilton, New Zealand.
While planning is already underway for the 2012 ANZCA conference to be held in Adelaide next year ? to be partly organised by yours truly ? I thought it best to continue with my recap of this year?s event, this time looking at the health communications stream and the keynote address from esteemed New Zealand director and producer Mr Tainui Stephens.
Session 5 ? Health Communications
The first speaker was Dr. Renae Desai of Murdoch U, looking at the uses of traditional and new media to spread the message of asbestos poisoning. Her research suggestions that health professionals are now entering a 3rd wave of patients whereby the ?James Hardy? effect of heightened public awareness has now worn off, resulting in the need for new engagement strategies to be developed. Dr. Desai looked at traditional broadcast platforms such as radio and suggested that the best approach in future awareness campaigns would be to combine these ?offline? approaches with web-based ?online? approaches such as websites, Facebook and Twitter.
Katharina Wolf from Curtin U was up next, presenting a paper on behalf of her colleague which explored the consumption of mass media by young Australian mums and its implications during pregnency. This 2008 research showed that for young mums, internet usage along with mobile phone and computer consumption was on the rise, while TV viewership was down when compared with other demographics. By interviewing these young, well informed and socioeconomically stable mothers from the western-Perth suburbs, these findings suggest that mothers are forming loose online networks or ?digital villages? to help them raise their children, favouring the 24/7 access and convenience these platforms offer over traditional media forms.
The question of patient satisfaction with their health care professionals was asked by the next speaker, Associate Professor Doreen Jowi from Bloomsburg University of Pennsylvania. Her research, drawn from a statistical analysis of 670 university students and their interactions with both their student health care centre and local health professionals suggests some interesting results; when it comes to health care students don?t see money as an issue, and they prefer to see outside professionals rather than their attend their local ? and often free ? student health clinics.
The final paper for the stream was presented by Kath Albury of UNSW and Estella Noonan of U of Sydney, who sought to take the current model used to raise awareness for gay men?s health and apply it to other social groups. As they noted, their currently does not exist a solid methodology through which to frame health issues for straight men, which they are seeking to create from drawing upon the communications strategies used to raise awareness within gay subcultures.
Keynote Speaker:
Following lunch we all adjourned to a plenary session featuring Mr. Tainui Stephens, noted New Zealand writer, producer and director, hosted by Associate Professor Geoff Lealand of the U of Waikato. He spoke of the importance of Maori input into the New Zealand film and television industry, where their until recently contribution has largely been ignored. Mr. Stephens spoke of the achievements of Maori film and television, and also discussed the ways in which his people are reappropriating their culture, heritage and customs for these media outlets.
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Next Time: Highlights from Session 6 ? Political Communications & Michael Stohl
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