A formative approach to strategic message targeting through soap operas: using selective processing theories

Health Communication
Mohan J Dutta-Bergman

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.

References

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Citations

Aug 3, 2007·Health Communication·Susan E MorganMark Dicorcia
Sep 13, 2006·Health Communication·William Evans
Dec 18, 2007·American Journal of Preventive Medicine·Tom BaranowskiJanice Baranowski
Feb 24, 2015·Journal of Medical Internet Research·Ashraf Sadat AhadzadehKok Wei Khong
Jan 30, 2013·Health Communication·Tae Kyoung Lee, Laramie D Taylor
Dec 18, 2008·Health Communication·Mohan Jyoti Dutta, Ambar Basu
Jul 18, 2017·Radiation Oncology Journal·Seungjong Oh, Siyong Kim

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