A formative approach to strategic message targeting through soap operas: using selective processing theories.
Identifieur interne : 000498 ( PubMed/Corpus ); précédent : 000497; suivant : 000499A formative approach to strategic message targeting through soap operas: using selective processing theories.
Auteurs : Mohan J. Dutta-BergmanSource :
- Health communication [ 1041-0236 ] ; 2006.
English descriptors
- KwdEn :
- MESH :
- geographic : United States.
- methods : Health Education.
- Adult, Female, Health Services Needs and Demand, Humans, Male, Middle Aged, Persuasive Communication, Television.
Abstract
In the past 2 decades, soap operas have been used extensively to attain prosocial change in other parts of the world. The role of the soap opera in achieving social change has become of special interest to strategic health message designers and planners in the United States. Before a strategic approach is implemented, however, researchers need to conduct formative research to interrogate the viability of soap operas and guide communication strategies. This article constructs a profile of the soap opera user who is younger, less educated, and earns less than the nonuser. Using selective processing theory, I argue that the health-oriented individual is most likely to remember health content from soap operas and incorporate the content in future behavior. Strategic media planning and message construction guidelines are provided for the use of soap operas as vehicles for reinforcing positive health behaviors and introducing new behaviors in the health oriented segment.
DOI: 10.1207/s15327027hc1901_2
PubMed: 16519588
Links to Exploration step
pubmed:16519588Le document en format XML
<record><TEI><teiHeader><fileDesc><titleStmt><title xml:lang="en">A formative approach to strategic message targeting through soap operas: using selective processing theories.</title>
<author><name sortKey="Dutta Bergman, Mohan J" sort="Dutta Bergman, Mohan J" uniqKey="Dutta Bergman M" first="Mohan J" last="Dutta-Bergman">Mohan J. Dutta-Bergman</name>
<affiliation><nlm:affiliation>Department of Communication, Purdue University, West Lafayette, IN 47907-2098, USA. mdutta-bergman@cla.purdue.edu</nlm:affiliation>
</affiliation>
</author>
</titleStmt>
<publicationStmt><idno type="wicri:source">PubMed</idno>
<date when="2006">2006</date>
<idno type="doi">10.1207/s15327027hc1901_2</idno>
<idno type="RBID">pubmed:16519588</idno>
<idno type="pmid">16519588</idno>
<idno type="wicri:Area/PubMed/Corpus">000498</idno>
</publicationStmt>
<sourceDesc><biblStruct><analytic><title xml:lang="en">A formative approach to strategic message targeting through soap operas: using selective processing theories.</title>
<author><name sortKey="Dutta Bergman, Mohan J" sort="Dutta Bergman, Mohan J" uniqKey="Dutta Bergman M" first="Mohan J" last="Dutta-Bergman">Mohan J. Dutta-Bergman</name>
<affiliation><nlm:affiliation>Department of Communication, Purdue University, West Lafayette, IN 47907-2098, USA. mdutta-bergman@cla.purdue.edu</nlm:affiliation>
</affiliation>
</author>
</analytic>
<series><title level="j">Health communication</title>
<idno type="ISSN">1041-0236</idno>
<imprint><date when="2006" type="published">2006</date>
</imprint>
</series>
</biblStruct>
</sourceDesc>
</fileDesc>
<profileDesc><textClass><keywords scheme="KwdEn" xml:lang="en"><term>Adult</term>
<term>Female</term>
<term>Health Education (methods)</term>
<term>Health Services Needs and Demand</term>
<term>Humans</term>
<term>Male</term>
<term>Middle Aged</term>
<term>Persuasive Communication</term>
<term>Television</term>
<term>United States</term>
</keywords>
<keywords scheme="MESH" type="geographic" xml:lang="en"><term>United States</term>
</keywords>
<keywords scheme="MESH" qualifier="methods" xml:lang="en"><term>Health Education</term>
</keywords>
<keywords scheme="MESH" xml:lang="en"><term>Adult</term>
<term>Female</term>
<term>Health Services Needs and Demand</term>
<term>Humans</term>
<term>Male</term>
<term>Middle Aged</term>
<term>Persuasive Communication</term>
<term>Television</term>
</keywords>
</textClass>
</profileDesc>
</teiHeader>
<front><div type="abstract" xml:lang="en">In the past 2 decades, soap operas have been used extensively to attain prosocial change in other parts of the world. The role of the soap opera in achieving social change has become of special interest to strategic health message designers and planners in the United States. Before a strategic approach is implemented, however, researchers need to conduct formative research to interrogate the viability of soap operas and guide communication strategies. This article constructs a profile of the soap opera user who is younger, less educated, and earns less than the nonuser. Using selective processing theory, I argue that the health-oriented individual is most likely to remember health content from soap operas and incorporate the content in future behavior. Strategic media planning and message construction guidelines are provided for the use of soap operas as vehicles for reinforcing positive health behaviors and introducing new behaviors in the health oriented segment.</div>
</front>
</TEI>
<pubmed><MedlineCitation Owner="NLM" Status="MEDLINE"><PMID Version="1">16519588</PMID>
<DateCreated><Year>2006</Year>
<Month>03</Month>
<Day>07</Day>
</DateCreated>
<DateCompleted><Year>2006</Year>
<Month>04</Month>
<Day>17</Day>
</DateCompleted>
<Article PubModel="Print"><Journal><ISSN IssnType="Print">1041-0236</ISSN>
<JournalIssue CitedMedium="Print"><Volume>19</Volume>
<Issue>1</Issue>
<PubDate><Year>2006</Year>
</PubDate>
</JournalIssue>
<Title>Health communication</Title>
<ISOAbbreviation>Health Commun</ISOAbbreviation>
</Journal>
<ArticleTitle>A formative approach to strategic message targeting through soap operas: using selective processing theories.</ArticleTitle>
<Pagination><MedlinePgn>11-8</MedlinePgn>
</Pagination>
<Abstract><AbstractText>In the past 2 decades, soap operas have been used extensively to attain prosocial change in other parts of the world. The role of the soap opera in achieving social change has become of special interest to strategic health message designers and planners in the United States. Before a strategic approach is implemented, however, researchers need to conduct formative research to interrogate the viability of soap operas and guide communication strategies. This article constructs a profile of the soap opera user who is younger, less educated, and earns less than the nonuser. Using selective processing theory, I argue that the health-oriented individual is most likely to remember health content from soap operas and incorporate the content in future behavior. Strategic media planning and message construction guidelines are provided for the use of soap operas as vehicles for reinforcing positive health behaviors and introducing new behaviors in the health oriented segment.</AbstractText>
</Abstract>
<AuthorList CompleteYN="Y"><Author ValidYN="Y"><LastName>Dutta-Bergman</LastName>
<ForeName>Mohan J</ForeName>
<Initials>MJ</Initials>
<AffiliationInfo><Affiliation>Department of Communication, Purdue University, West Lafayette, IN 47907-2098, USA. mdutta-bergman@cla.purdue.edu</Affiliation>
</AffiliationInfo>
</Author>
</AuthorList>
<Language>eng</Language>
<PublicationTypeList><PublicationType UI="D016428">Journal Article</PublicationType>
</PublicationTypeList>
</Article>
<MedlineJournalInfo><Country>United States</Country>
<MedlineTA>Health Commun</MedlineTA>
<NlmUniqueID>8908762</NlmUniqueID>
<ISSNLinking>1041-0236</ISSNLinking>
</MedlineJournalInfo>
<CitationSubset>IM</CitationSubset>
<MeshHeadingList><MeshHeading><DescriptorName MajorTopicYN="N" UI="D000328">Adult</DescriptorName>
</MeshHeading>
<MeshHeading><DescriptorName MajorTopicYN="N" UI="D005260">Female</DescriptorName>
</MeshHeading>
<MeshHeading><DescriptorName MajorTopicYN="N" UI="D006266">Health Education</DescriptorName>
<QualifierName MajorTopicYN="N" UI="Q000379">methods</QualifierName>
</MeshHeading>
<MeshHeading><DescriptorName MajorTopicYN="Y" UI="D006301">Health Services Needs and Demand</DescriptorName>
</MeshHeading>
<MeshHeading><DescriptorName MajorTopicYN="N" UI="D006801">Humans</DescriptorName>
</MeshHeading>
<MeshHeading><DescriptorName MajorTopicYN="N" UI="D008297">Male</DescriptorName>
</MeshHeading>
<MeshHeading><DescriptorName MajorTopicYN="N" UI="D008875">Middle Aged</DescriptorName>
</MeshHeading>
<MeshHeading><DescriptorName MajorTopicYN="Y" UI="D010565">Persuasive Communication</DescriptorName>
</MeshHeading>
<MeshHeading><DescriptorName MajorTopicYN="Y" UI="D013690">Television</DescriptorName>
</MeshHeading>
<MeshHeading><DescriptorName MajorTopicYN="N" Type="Geographic" UI="D014481">United States</DescriptorName>
</MeshHeading>
</MeshHeadingList>
</MedlineCitation>
<PubmedData><History><PubMedPubDate PubStatus="pubmed"><Year>2006</Year>
<Month>3</Month>
<Day>8</Day>
<Hour>9</Hour>
<Minute>0</Minute>
</PubMedPubDate>
<PubMedPubDate PubStatus="medline"><Year>2006</Year>
<Month>4</Month>
<Day>18</Day>
<Hour>9</Hour>
<Minute>0</Minute>
</PubMedPubDate>
<PubMedPubDate PubStatus="entrez"><Year>2006</Year>
<Month>3</Month>
<Day>8</Day>
<Hour>9</Hour>
<Minute>0</Minute>
</PubMedPubDate>
</History>
<PublicationStatus>ppublish</PublicationStatus>
<ArticleIdList><ArticleId IdType="doi">10.1207/s15327027hc1901_2</ArticleId>
<ArticleId IdType="pubmed">16519588</ArticleId>
</ArticleIdList>
</PubmedData>
</pubmed>
</record>
Pour manipuler ce document sous Unix (Dilib)
EXPLOR_STEP=$WICRI_ROOT/Wicri/Musique/explor/OperaV1/Data/PubMed/Corpus
HfdSelect -h $EXPLOR_STEP/biblio.hfd -nk 000498 | SxmlIndent | more
Ou
HfdSelect -h $EXPLOR_AREA/Data/PubMed/Corpus/biblio.hfd -nk 000498 | SxmlIndent | more
Pour mettre un lien sur cette page dans le réseau Wicri
{{Explor lien |wiki= Wicri/Musique |area= OperaV1 |flux= PubMed |étape= Corpus |type= RBID |clé= pubmed:16519588 |texte= A formative approach to strategic message targeting through soap operas: using selective processing theories. }}
Pour générer des pages wiki
HfdIndexSelect -h $EXPLOR_AREA/Data/PubMed/Corpus/RBID.i -Sk "pubmed:16519588" \ | HfdSelect -Kh $EXPLOR_AREA/Data/PubMed/Corpus/biblio.hfd \ | NlmPubMed2Wicri -a OperaV1
This area was generated with Dilib version V0.6.21. |