An investigation into the processes used in the production of printed health messages in South Africa
Effective communication processes that include and invite audience participation are crucial for quality health care in a country. In South Africa the importance of this has been an issue of considerable discussion and debate. Critics have pointed out that many of the printed health messages and he...
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| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
University of Johannesburg
2022-10-01
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| Series: | Communicare |
| Subjects: | |
| Online Access: | https://journals.uj.ac.za/index.php/jcsa/article/view/1710 |
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| Summary: | Effective communication processes that include and invite audience participation are crucial for
quality health care in a country. In South Africa the importance of this has been an issue of
considerable discussion and debate. Critics have pointed out that many of the printed health
messages and health communication campaigns that use the printed medium in South Africa are
ineffective. To a great extent this failure is ascribed to the lack of audience involvement in the
development and production of such messages.
This article reports on an investigation undertaken to examine the extent of this problem. The
processes used to develop and produce printed mass media health communication messages in
South Africa are investigated by means of an in-depth exploration of the literature discussing and
evaluating the production of health messages. This is complemented by an empirical exploration
of selected printed messages covering a wide range of issues.
Little evidence was found in the study of the reciprocal nature of communication where producers
and communicators of health messages engage in sustained dialogue with their target audiences.
The conclusion is drawn that audience participation is not the norm in the production processes
of printed mass media health messages in South Africa.
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| ISSN: | 0259-0069 2957-7950 |