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Is there a hard-to-reach audience?
  • Published Date:
    1990 May-Jun
  • Source:
    Public Health Rep. 105(3):232-238
  • Language:
    English
Filetype[PDF-1.28 MB]


Details:
  • Alternative Title:
    Public Health Rep
  • Personal Author:
  • Description:
    The "hard-to-reach" label has been applied to many different audiences. Persons who have a low socioeconomic status (SES), members of ethnic minorities, and persons who have a low level of literacy often are tagged as "hard-to-reach." The authors identify reasons why these groups have been labelled "hard-to-reach," discuss preconceptions associated with the "hard-to-reach" label, propose alternative conceptualizations of these audiences, and present implications of such conceptualizations for health communication campaigns. Pejorative labels and preconceptions about various groups may lead to depicting these audiences as powerless, apathetic, and isolated. The authors discuss alternative conceptualizations, which highlight the strengths of different audience segments and encourage innovative approaches to the communication process. These alternative conceptualizations emphasize interactive communication, a view of society in which individuals are seen as members of equivalent--albeit different--cultures, and a shift of responsibility for health problems from individuals to social systems. Recommendations for incorporating these alternative concepts into health campaigns include formative research techniques that create a dialogue among participants, more sophisticated segmentation techniques to capture audience diversity, and new roles for mass media that are more interactive and responsive to individual needs.

  • Subject:
  • Pubmed ID:
    2113680
  • Pubmed Central ID:
    PMCnull
  • Document Type:
    Journal Article
  • Collection(s):
    Public Health Reports
  • Main Document Checksum:
  • Supporting Files:
    No Additional Files
    1. Opportunities for improving the nation's health through collaboration with the mass media.
      Personal Author:
      Arkin, E B
      Published Date:
      1990 May-Jun
      Source:
      Public Health Rep. 105(3):219-223
      Description:
      Understanding the mass media is a prerequisite to gaining the cooperation of those who control access to media time and space to improve the coverage of health issues about which the public needs, and often wants, to know. To address the complexities...
      File Type:
      Filetype[PDF - 1.04 MB]
    2. Using national news events to stimulate local awareness of public policy issues.
      Personal Author:
      Convissor, R B; Vollinger, R E; Wilbur, P;
      Published Date:
      1990 May-Jun
      Source:
      Public Health Rep. 105(3):257-260
      Description:
      Community leaders in Atlanta, GA, the Detroit and Lansing, MI, areas, and San Francisco, CA, participated in a demonstration of techniques to disseminate information and increase public awareness of the recommendations from the Surgeon General's Work...
      File Type:
      Filetype[PDF - 727.12 KB]
    3. Promoting healthy diets and active lives to hard-to-reach groups: market research study.
      Personal Author:
      White, S L; Maloney, S K;
      Published Date:
      1990 May-Jun
      Source:
      Public Health Rep. 105(3):224-231
      Description:
      Continued progress over the next decade in reducing premature morbidity and mortality from chronic disease will require that health communication efforts target a significant proportion of the American public that has not been influenced by the healt...
      File Type:
      Filetype[PDF - 1.57 MB]
    4. Lightning-related mortality and morbidity in Florida.
      Personal Author:
      Duclos, P J; Sanderson, L M; Klontz, K C;
      Published Date:
      1990 May-Jun
      Source:
      Public Health Rep. 105(3):276-282
      Description:
      Cases of lightning-related deaths and injuries that occurred in Florida in 1978-87 were reviewed to determine the factors involved, to quantify the morbidity and mortality related to lightning strikes, and to describe epidemiologically the injuries a...
      File Type:
      Filetype[PDF - 1.86 MB]
    5. Evaluating women's attitudes and perceptions in developing mammography promotion messages.
      Personal Author:
      Schechter, C; Vanchieri, C F; Crofton, C;
      Published Date:
      1990 May-Jun
      Source:
      Public Health Rep. 105(3):253-257
      Description:
      Breast cancer is a leading cause of cancer deaths in women. Although mammography is recognized as the most effective early detection method for breast cancer, it remains underutilized. Communications theory and practice, with its emphasis on formativ...
      File Type:
      Filetype[PDF - 957.90 KB]
    6. Gestational age reporting and preterm delivery.
      Personal Author:
      Alexander, G R; Tompkins, M E; Cornely, D A;
      Published Date:
      1990 May-Jun
      Source:
      Public Health Rep. 105(3):267-275
      Description:
      This study examines recent trends in the reporting completeness and quality of gestational age estimates derived from the date of the last normal menses (DLNM) as reported in South Carolina vital records from 1974 to 1985. Noteworthy improvements in ...
      File Type:
      Filetype[PDF - 1.62 MB]
    7. Mass media approaches to reducing cardiovascular disease risk.
      Personal Author:
      Bellicha, T; McGrath, J;
      Published Date:
      1990 May-Jun
      Source:
      Public Health Rep. 105(3):245-252
      Description:
      A key function of a basic and clinical biomedical research organization is to communicate the findings of clinical investigations so that people may apply the results to improve their health and well-being. To help communicate results from cardiovasc...
      File Type:
      Filetype[PDF - 1.70 MB]
    8. PROGRAMS, PRACTICES, PEOPLE
      Published Date:
      1990 May-Jun
      Source:
      Public Health Rep. 105(3):323-327
      File Type:
      Filetype[PDF - 922.11 KB]
    9. Public Health Rep ; v. 105, no. 3 : Masthead
      Published Date:
      May-Jun 1990
      Source:
      Public Health Rep. 105(3)
      File Type:
      Filetype[PDF - 767.07 KB]
    10. Public Health Rep ; v. 105, no. 3 : table of contents
      Published Date:
      May-Jun 1990
      Source:
      Public Health Rep. 105(3)
      File Type:
      Filetype[PDF - 442.81 KB]
    11. Immunization outreach using individual need assessments of adults at an army hospital.
      Personal Author:
      Grabenstein, J D; Smith, L J; Watson, R R; Summers, R J;
      Published Date:
      1990 May-Jun
      Source:
      Public Health Rep. 105(3):311-316
      Description:
      A comprehensive assessment of the immunization status of 2,451 adults was carried out at Walter Reed Army Medical Center's Allergy-Clinical Immunology Service, Washington, DC, during an influenza immunization program from October 1985 through Februar...
      File Type:
      Filetype[PDF - 1.00 MB]
    12. Past lessons and new uses of the mass media in reducing tobacco consumption.
      Personal Author:
      Erickson, A C; McKenna, J W; Romano, R M;
      Published Date:
      1990 May-Jun
      Source:
      Public Health Rep. 105(3):239-244
      Description:
      A review of mass media response to the smoking issue over the past 25 years reveals that sustained involvement of the broadcast and print media has served significantly to heighten public awareness and reduce smoking rates in the total U.S. populatio...
      File Type:
      Filetype[PDF - 1.07 MB]
    13. THE MANY AVENUES OF HEALTH COMMUNICATION
      Published Date:
      May 1990
      Source:
      Public Health Rep. 105(3):261-263
      File Type:
      Filetype[PDF - 643.83 KB]
    14. Effects of the summer heat wave of 1988 on daily mortality in Allegheny County, PA.
      Personal Author:
      Ramlow, J M; Kuller, L H;
      Published Date:
      1990 May-Jun
      Source:
      Public Health Rep. 105(3):283-289
      Description:
      The authors studied total mortality in Allegheny County, PA, during the summer of 1988. A heat wave occurred in July of 1988, with daily maximum temperatures near or above 90 degrees Fahrenheit on 15 consecutive days. During that period there were a ...
      File Type:
      Filetype[PDF - 1.80 MB]
    15. Cigarette smoking and cessation behaviors among urban blacks and whites.
      Personal Author:
      Hahn, L P; Folsom, A R; Sprafka, J M; Norsted, S W;
      Published Date:
      1990 May-Jun
      Source:
      Public Health Rep. 105(3):290-295
      Description:
      Smoking behaviors among blacks and whites were studied in a population-based sample of 2,626 residents of Minneapolis-St. Paul, MN. More blacks than whites were found to be smokers, before and after adjusting for age and education differences. More w...
      File Type:
      Filetype[PDF - 1.37 MB]
    16. Public Health Reports ; v. 105, no. 3, January-February 1990 : cover
      Published Date:
      May-Jun 1990
      Source:
      Public Health Rep. 105(3)
      File Type:
      Filetype[PDF - 546.12 KB]
    17. Evaluation of the hospital discharge diagnoses index and the birth certificate as sources of information on birth defects.
      Personal Author:
      Hexter, A C; Harris, J A; Roeper, P; Croen, L A; Krueger, P; Gant, D;
      Published Date:
      1990 May-Jun
      Source:
      Public Health Rep. 105(3):296-307
      Description:
      The hospital discharge diagnoses index (DI) for newborns and the birth certificate were evaluated as sources of information about birth defects by comparing them with the same births in the case registry of the California Birth Defects Monitoring Pro...
      File Type:
      Filetype[PDF - 1.97 MB]
    18. Situational and financial barriers to prenatal care in a sample of low-income, inner-city women.
      Personal Author:
      St Clair, P A; Smeriglio, V L; Alexander, C S; Connell, F A; Niebyl, J R;
      Published Date:
      1990 May-Jun
      Source:
      Public Health Rep. 105(3):264-267
      Description:
      The relationship between the use of prenatal care and factors that may impede access to care was examined in a sample of low-income, inner-city women. Situational and financial barriers to care were not important correlates of utilization. In unadjus...
      File Type:
      Filetype[PDF - 659.33 KB]
    19. Communication for better health.
      Personal Author:
      McGinnis, J M
      Published Date:
      1990 May-Jun
      Source:
      Public Health Rep. 105(3):217-218
      File Type:
      Filetype[PDF - 386.50 KB]
    20. The delayed immunization of children of migrant farm workers in South Carolina.
      Personal Author:
      Lee, C V; McDermott, S W; Elliott, C;
      Published Date:
      1990 May-Jun
      Source:
      Public Health Rep. 105(3):317-320
      Description:
      A study was conducted to evaluate the immunization status of migrant farm worker children in South Carolina. Results of this study indicate that the children receive their immunizations at times which are significantly later than the recommended sche...
      File Type:
      Filetype[PDF - 735.47 KB]
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