Health Communication
From Theory to Practice
Chapter One
What Is Health
Communication?
In This Chapter
Defining Health Communication
Health Communication in the Twenty-First Century: Key
Characteristics and Defining Features
The Role of Health Communication in the Marketing Mix
Health Communication in Public Health
Overview of Key Communication Areas
What Health Communication Can and Cannot Do
Key Concepts
For Discussion and Practice
Health communication is an evolving and increasingly prominent
field in both public health and the nonprofit and commercial
sectors. Therefore, many authors and organizations have been attempting
to define or redefine it over time. Because of the multidisciplinary
nature of health communication, many of the
definitions may appear somewhat different from each other. Nevertheless,
when they are analyzed, most point to the role that
health communication can play in influencing and supporting individuals,
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