In a digital world where the public's voice is growing increasingly strong, how can health experts best exert influence to contain the global spread of infectious diseases? Digital media sites provide an important source of health information, however are also powerful platforms for the public to air personal experiences and concerns. This has led to a growing phenomenon of civil skepticism towards health issues including Emerging Infectious Diseases and epidemics.
Following the shift in the role of the public from recipients to a vocal entity, this book explores the different organizational strategies for communicating public health information and identifies common misconceptions that can inhibit effective communication with the public. Drawing on original research and a range of global case studies, this timely volume offers an important assessment of the complex dynamics at play in managing risk and informing public health decisions.
Providing thought-provoking analysis of the implications for future health communication policy and practice, this book is primarily suitable for academics and graduate students interested in understanding how public health communication has changed. It may also be useful to health care professionals.
Introduction: The Transformation of Emerging Infectious Disease Communication in the New Media Age Chapter 1. The Public Sphere and Health Communication in the Context of Emergent Infectious Diseases Chapter 2. The Challenge of Digital Media for Health Organizations Chapter 3. Organizational Policy and Practice Chapter 4. Strategies for Communicating Health Information and Risk Chapter 5. The Role of Medical Experts and Health Journalists Chapter 6. The Public's Understanding and Decision Making Regarding Science and Risk Chapter 7. Observations and Lessons: Managing Health Risks in the Age of Digital Media
Anat Gesser-Edelsburg is a senior lecturer, the head of the Health Promotion department at the School of Public Health and the founding director of the Health and Risk Communication Research Center at University of Haifa, Israel. Yaffa Shir-Raz is a senior health journalist, a health and risk communication researcher at the University of Haifa, and a lecturer in Sammy Ofer School of Communication, IDC Herzliya, Israel.