This course explores the use of mass communication as a tool for health promotion. It begins by examining the structure and function of the mass media and the role of mass media in shaping the social and cultural environment regarding health issues and behaviors. The course then presents the theory and basic elements of the range of mass media approaches available to the public health practitioner (public service announcements, public communication campaigns, integration of mass media into community-based health promotion strategies, advertising, entertainment programming, social marketing, and media advocacy). Students discuss the strengths and limitations of each approach and gain experience in applying principles to specific public health problems. Students also develop basic skills necessary to be able to collaborate with health communication and media specialists in public health organizations and agencies. Students work in groups on a final project in which they develop and present a proposal for a plan for a health promotion initiative that uses mass media.

Note that this information may change at any time. Please visit the Student Link for the most up-to-date course information.