Healthy Skepticism Library item: 4900

Warning: This library includes all items relevant to health product marketing that we are aware of regardless of quality. Often we do not agree with all or part of the contents.

Publication type: Journal Article

Dutta-Bergman MJ.
A formative approach to strategic message targeting through soap operas: using selective processing theories.
Health Commun 2006; 19:(1):11-8
http://www.ncbi.nlm.nih.gov/entrez/utils/lofref.fcgi?PrId=4487&uid=16519588&db=PubMed&url=http://dx.doi.org/10.1207/s15327027hc1901_2

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.

Keywords:
Adult Female Health Education/methods Health Services Needs and Demand* Humans Male Middle Aged Persuasive Communication* Television* United States