Alcalay R, Ghee A, Scrimshaw S
University of California, Davis.
Public Health Rep. 1993 May-Jun;108(3):354-62.
Communication theories and research data were used to design cross-cultural health education messages. A University of California Los Angeles-Universidad Autonoma in Tijuana, Mexico, research team used the methods of ethnographic and survey research to study behaviors, attitudes, and knowledge concerning prenatal care of a sample of pregnant low-income women living in Tijuana. This audience provided information that served as a framework for a series of messages to increase awareness and change prenatal care behaviors. The message design process was guided by persuasion theories that included Petty and Caccioppo's elaboration likelihood model, McGuire's persuasion matrix, and Bandura's social learning theory. The results from the research showed that poor women in Tijuana tend to delay or not seek prenatal care. They were not aware of symptoms that could warn of pregnancy complications. Their responses also revealed pregnant women's culturally specific beliefs and behaviors regarding pregnancy. After examination of these and other results from the study, prenatal care messages about four topics were identified as the most relevant to communicate to this audience: health services use, the mother's weight gain, nutrition and anemia, and symptoms of high-risk complications during pregnancy. A poster, a calendar, a brochure, and two radio songs were produced and pretested in focus groups with low-income women in Tijuana. Each medium included one or more messages addressing informational, attitudinal, or behavioral needs, or all three, of the target population.
传播理论和研究数据被用于设计跨文化健康教育信息。一个由美国加利福尼亚大学洛杉矶分校和墨西哥蒂华纳自治大学组成的研究团队，运用人种学和调查研究方法，对居住在蒂华纳的低收入孕妇样本的产前护理行为、态度和知识进行了研究。这一受众群体提供的信息成为了一系列旨在提高认识和改变产前护理行为的信息框架。信息设计过程以说服理论为指导，这些理论包括佩蒂和卡乔波的精细可能性模型、麦圭尔的说服矩阵以及班杜拉的社会学习理论。研究结果表明，蒂华纳的贫困女性往往会推迟或不寻求产前护理。她们并未意识到可能警示妊娠并发症的症状。她们的回答还揭示了孕妇在妊娠方面特定的文化信仰和行为。在研究了这些及其他结果后，与该受众群体沟通的四个最相关的产前护理信息主题被确定为：医疗服务利用、母亲体重增加、营养与贫血以及孕期高危并发症症状。制作了一张海报、一本日历、一本宣传册以及两首广播歌曲，并在蒂华纳的低收入女性焦点小组中进行了预测试。每种媒介都包含一条或多条针对目标人群信息、态度或行为需求，或三者兼具的信息。
