Journal of Health Communication

Zhuang, Jie; Cobb, Crosby

doi: 10.1080/10810730.2022.2107739pmid: 35946508

Health information seeking and scanning are two important information acquisition strategies that can influence subsequent health behaviors. This research was contextualized in COVID-19 vaccinations and examined the effects of information seeking and scanning on vaccination intention among unvaccinated Black Americans (N = 1,278). Moreover, this research conceptualized perceived risk and efficacy as the intervening factors for the relationship between information acquisition and behavioral intention. The results indicated that information seeking had a significant effect on vaccination intention, whereas information scanning had no effect. Perceived susceptibility and response efficacy mediated the relationship between information seeking and vaccination intention. The proposed mediators did not mediate the relationship between information scanning and vaccination intention. Theoretical and practical implications are offered.

Willoughby, Jessica Fitts; Noar, Seth M.

doi: 10.1080/10810730.2022.2110627pmid: 35950540

In 2006, a 10-year retrospective of successful mass mediated health communication campaigns reviewed the field and highlighted strategies for successful campaigns. In the 15 years since the retrospective, there have been dramatic changes in the media environment and advances in health communication research. In this article, we describe changes in the health communication media landscape and in our understanding of mass mediated health communication campaigns in the 15 years since the retrospective. Although the media environment has shifted, we argue that effective principles of health communication have remained relatively constant. We note significant advances in technology since the previous retrospective that can further advance health communication campaigns, with new technologies offering promise as channels for health communication campaigns as well as for campaign planning. We also recommend that campaign researchers report in detail on their use of theory, audience segmentation, channel selection, and the role of formative research when describing campaign efforts; that communicators continue to develop frameworks that integrate principles of effective campaign design; and that additional research focus on understanding how technology can be effectively incorporated into campaign planning, distribution, and evaluation.

Smith, Rachel A.; Bone, Curtis; Visco, Ashley; Calo, William A.; Wright, Jessica; Groff, Destin; Lennon, Robert P.

doi: 10.1080/10810730.2022.2111619pmid: 35983888

We sought to identify barriers to COVID-19 vaccine uptake among persons who are socially vulnerable in light of the natural cycle of innovation diffusion. Widespread adoption of a health innovation requires a cadre of opinion leaders to build on successes experienced by early adopters. One type of opinion leader in healthcare are health mavens: members of a community who maintain up-to-date health knowledge and share their knowledge others. We surveyed 139 persons who are socially vulnerable regarding their COVID-19 vaccination intention, and evaluated their responses based on psychological traits captured by two scales: innovativeness and health mavenism. Health mavenism was not strongly correlated with COVID-19 vaccine intention. Health mavens often relied on their own healthcare providers (n = 46) and health agency websites (n = 42) for vaccine information. Those who relied on their faith leaders (n = 4) reported a lower likelihood of getting vaccinated (31.5% vs. 76.0%, p < .05). The observed lack of support by health mavens represents a critical barrier to COVID-19 vaccine uptake; targeting campaigns to health mavens may increase COVID-19 vaccine uptake in socially vulnerable communities.

Hoffman, Beth L.; Sidani, Jaime E.; Wang, Yunwen; Chang, Jonah; Burke, Jessica G.

doi: 10.1080/10810730.2022.2111620pmid: 36045496

The average United States (U.S.) adult spends approximately one hour interacting directly with a healthcare professional but 2,000 hours watching primetime television annually. Thus, television storylines may be a powerful vehicle for promoting awareness about Alzheimer’s disease and caregiving, which affect an estimated 9 million U.S. adults. We used a mixed-methods approach consisting of an online survey of U.S. adult This Is Us viewers (n = 720) and 4 focus groups (n = 12) with a subset of survey respondents to systematically assess viewer perceptions of an Alzheimer’s disease and caregiving storyline from the This Is Us television show and the storyline’s influence on viewer behavioral intent toward planning for aging. Triangulation of survey and focus group results suggests the storyline may motivate viewers to discuss plans for aging with their family because of a reduction in stigma and seeing on-screen family tensions related to senior care. Results suggest investments in collaborative partnerships between public health and the entertainment industry may be a valuable way to positively impact those affected by Alzheimer’s disease and caregiving. Clips from this storyline could also be used as part of health communication campaigns to encourage advanced care planning discussions.

Buller, David B.; Pagoto, Sherry; Henry, Kimberly L.; Baker, Katie; Walkosz, Barbara J.; Hillhouse, Joel; Berteletti, Julia; Bibeau, Jessica

doi: 10.1080/10810730.2022.2113839pmid: 35993376

In a social media campaign aimed at reducing mothers’ permissiveness for indoor tanning (IT) by their teenage daughters, a secondary analysis of campaign engagement effects on IT outcomes was performed. Mothers (n = 869) with daughters aged 14–17 were recruited in 34 states that did not ban IT by minors under age 18 for a randomized trial with follow-up at 12 months (end of intervention) and 18 months (6 months after intervention) post-randomization. Daughters’ (n = 469) baseline and follow-up responses were analyzed too. Mothers received a Facebook feed on adolescent health topics that included posts about preventing IT (intervention) or prescription drug misuse (control). Engagement was measured by extracting reactions (e.g., like, sad, etc.) and comments posted by mothers to the campaign posts. Overall, 76.4% of posts received a reaction and/or comment. Mothers who engaged with IT posts were less permissive of daughters’ IT immediately at the conclusion of the campaign (permit IT: −0.39, p < .05; facilitate IT: −0.29, p < .05) and 6 months after intervention (permit IT: −0.32, p < .05; facilitate IT: −0.31, p < .05) than mothers who did not engage with posts. Engagement with posts was essential to the success of a social media campaign for preventing IT by minors by reducing mothers’ permissiveness.

Jiang, Shaohai; Ng, Aaron Yi Kai; Ngien, Annabel

doi: 10.1080/10810730.2022.2115591pmid: 35996841

Social media is becoming a viable channel to seek health information. However, the effects of social media on health knowledge have been inconsistent in the existing literature. Drawn upon the cognitive mediation model, this study examined the motivations influencing social media use for human papillomavirus (HPV) information and explored the underlying pathways linking social media use to HPV knowledge. With two-wave online surveys conducted in China, we found that three motivations of social media use, namely surveillance, anticipated interaction, and guidance, were positively associated with information discussion on social media, which increased perceived information overload that was negatively related to knowledge. In addition, patient empowerment positively moderated the effects of motivations on information discussion.

Jiang, Xiaoya; Hwang, Juwon; Su, Min-Hsin; Wagner, Michael W.; Shah, Dhavan

doi: 10.1080/10810730.2022.2117438pmid: 36069353

Widespread COVID-19 vaccination is critical to slow the spread of the illness. This study investigates how political ideology is associated with COVID-19 vaccine intention via perceived effectiveness of the vaccine, perceived side effects, and perceived severity of the illness, three key aspects of the Health Belief Model (HBM). This study also examines how partisan information flow moderates the effects of ideology on these three HBM components. Using survey data collected from two battleground states in the 2020 election (N = 1849), regression, mediation and moderation analyses revealed that conservatives were less likely to intend to get vaccinated against COVID-19, and this association was significantly mediated by perceived effectiveness and perceived side effects of vaccination, as well as perceived severity of COVID-19. In addition, partisanship of news sources and discussion partners were significant moderators of ideology’s association with perceived vaccine effectiveness, with conservatives viewing COVID-19 vaccination as less effective if they were frequently exposed to liberal news, and if they had frequent conversations with fellow conservatives. This suggests boomerang effects for cross-cutting mass media exposure, and reinforcement effect for interpersonal communication. Implications for efforts to promote COVID-19 vaccine uptake are discussed, including tailored and targeted campaign strategies.

Ma, Haijing; Miller, Claude

doi: 10.1080/10810730.2022.2119311pmid: 36097716

Psychological reactance theory (PRT) posits that when individuals’ perceived freedoms are threatened or restricted, they become aversively aroused and are motivated to reestablish those freedoms, leading to a state of psychological reactance. Applying PRT, this study examined the effects of controlling language, fear, and disgust appeals on responses to COVID-19 vaccination promotion messages. Participants were randomly assigned to one of eight conditions across controlling language (high/low), fear appeals (high/low), and disgust appeals (high/low), wherein they viewed two messages, with responses measured after each message. Results showed persuasion was diminished when the levels of any of these three variables were elevated, as in conditions of either high controlling language, high fear appeals, or high disgust appeals. Relative to low levels of these variables, high levels resulted in greater freedom threat perceptions, reactance, source derogation, and less positive attitudes toward the message. A 2-way interaction between fear and disgust appeals on source derogation and message attitudes in the low controlling language condition was significant—participants reported the least source derogation and most positive attitudes toward the message in response to the low controlling language, low fear, and low disgust appeals.