Multimedia Communications for Health Promotions: Alcohol Consumption

This report explores the use of multimedia communications in health promotion, specifically focusing on raising awareness about the negative impacts of alcohol consumption and strategies for reducing alcohol-related issues in communities. It discusses key concepts such as health and well-being campaigns, social marketing, and media communication theories including user gratification, social learning, and empowerment theory. The report identifies the resources and rationale for health promotional activities, including the importance of budget and media platforms, and highlights various multimedia methods such as social media and influencer marketing. It also outlines communication objectives like increasing awareness, providing information, and creating interest, emphasizing the role of empowerment theory in guiding people towards social change and reducing alcohol abuse. The report concludes that mass media is crucial for driving societal changes and offers a reliable platform for communication.

Multimedia Communications for
Health Promotions
TABLE OF CONTENT
INTRODUCTION...........................................................................................................................2
MAIN BODY..................................................................................................................................2
BACKGROUND.............................................................................................................................2
Defining what is meant by health and well being campaign using theories and understanding
social marketing and media communication:..............................................................................2
Discussing social learning theory:...............................................................................................3
Social marketing theory:..............................................................................................................4
MAIN SECTION.............................................................................................................................5
identifying resource and rationale for health promotional activity:............................................5
Description of multi media:.........................................................................................................6
Identifying communication objectives:......................................................................................6
Theory of empowerment:............................................................................................................7
CONCLUSION................................................................................................................................7
REFERENCES................................................................................................................................9
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INTRODUCTION
Mass media refer as the technologies which are widely used for disseminating the
information to the large audience. Main aspect of the mass media is to convey the messages
through its different channels which are televisions, radio, flyers, and internet (Baranova and
et.al 2020). Mass media is beneficial in creating the awareness about specific matters, it is the
efficient medium to promote the public health, it is suggested that about 13% alcohol related
issues has been decreased due to the awareness created by mass media. This report will cover as
how mass media will be beneficial for creating awareness for reducing the alcohol consumption
as it is leading crimes and violence in the community. Report will discuss the key issues
regarding the alcohol consumption and to use the social media as a campaign medium for
creating awareness. It also covers the description about the multimedia, also lays out the user
gratification, social learning and social marketing theory.
MAIN BODY
BACKGROUND
Defining what is meant by health and well being campaign using theories and understanding
social marketing and media communication:
Health and well being is one of the most important thing for every human being, without
good health a person might find hard to survive. Human health are related to two key aspects
such as mental health and physical health, mental health issue are most common in today’s world
which include depression, anxiety and other mental illness (Liu, Min and Han, 2020.). Whereas
physical health issue are disease, accident and self harm. There are certain health issue which
need to be aware in general public, these are alcohol abuse, there are many victim of this issue
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who need to attention of public. Awareness in people about alcohol abuse has become major
concern, government and many private health care organization use various media theories in
awareness about alcohol abuse, these are:
User and gratification theory: in the promotion of alcohol abuse issue in general public, this
media theory can be best. User and gratification theory means understanding why people use
media to fulfil their need and want, this mass media theory highlight importance of media in
public. Human need and gratification have certain part, these are:
Affective need: many people fulfil their emotional need by watching to media playing movies
and shows, these movies and shows are very powerful in effective emotions of human. Human
well being is totally depend on needs fulfilled by mass media.
Cognitive need: many people use mass media to fulfil their mental need, this cognitive method
allow them to gather information while watching media. Health and well being of human greatly
impacted due to cognitive need, media information play vital role in fulfilment of their need.
Social integrative need: media play vital role in connecting people socially, some people are so
much connected with media and improve their social integrative need. People use social media
like Facebook, Twitter and Instragram. Human health and well being is greatly influenced with
social media which allow user to connect socially.
Discussing social learning theory:
Social learning theory means social and learning process of an individual, this theory can
help in understanding behaviour of others. Social learning theory is a model which can be used
in understanding behaviour of mass audience, this communication theory is very effective when
reaching mass base of audience (Akers and Jennings, 2016). In human health and well being, this
theory of communication play vital role as this allow person to examine behaviour of people in
the society. There are few principles of social learning theory, these are:
Learning with observation: through observation of social need and behaviour of people it can
be very easy to develop communication strategy, mass audience can be effectively reach with the
help of observation. Learning behaviour of mass audience allow person to segmented their and
reach the with effective strategy. In human health and well being, learning through observation is
important because this topic is quite sensitive and effect mental process of audience.
Effective on mind: spending time on virtual world can effect minds of people, social learning
abilities is greatly affected due to excessive use of media. In human health and well being many
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young people are connected with social learning theory which allow them to pick on behaviour,
this communication media can impact minds of youth (Akers and Jennings, 2019).
Motivation: social learning theory in communication state that person get motivation from
various source which means they use media to get motivation. Audience who passively use
social or other media get motivation from these source, motivation drive behaviour of individual
which means level of motivation can impact social learning of an individual.
Social marketing theory:
Social marketing theory means use of social media to promote valuable information in the
audience, this theory state that well being organizations and health care campaign use this theory
to reach audience and only promote useful and valuable information which can help an
individual or society (Kennedy, 2016). Social marketing theory provide clear understanding on
societal and psychological factors that effect mass media campaign, this theory can be used in
identifying certain barrier and hinder in well being campaign. There are certain feature of social
marketing theory, these are:
Audience awareness: audience awareness is one of the most important thing in social marketing
theory as this help person to create awareness in general public about specific health topic such
as alcohol abuse. Use of mass media can be done to aware people about these healthcare topic.
Online media like snapchat, Instagram and Facebook can be best source of media to promote
awareness in general public.
Targeting audience: second more important part in social marketing theory is targeting right
audience, it is very important to target right audience with right message. Many well being
organization promote healthcare topic like alcohol abuse with the use of marketing campaign
which target right audience.
Reinforcing message: right message is heart of every marketing campaign, without
effectiveness of message, campaign can not be successful. In promotion of health topic of
alcohol abuse, it is very clear that message need to be correct and powerful enough to win
audience. Reinforcing message allow health care campaign to reach right audience with right
message to general public.
Cultivating impression: cultivating impression means outcome or response of people on
campaign, in healthcare campaign of alcohol abuse, it is very important to cultivate impression
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of the message. Some marketing campaign are so powerful that it can drive expected result, with
right message and right audience, these campaign can meet expected impression.
Stimulating interest: stimulating interest is one of the most thing in social marketing theory,
this allow campaign to stimulate interest of public and drive them towards the purpose of the
campaign, in alcohol abuse promotional activity, stimulating interest of general public and victim
is very important.
Effective outcome: outcome of every promotional activity decide success of next promotional
activity, outcome means the final result of the communication. In social marketing theory,
outcome can be measured through certain KPI, alcohol abuse promotional activity can be
effective if outcome of these activity meet the expectation of the promotional activity.
MAIN SECTION
identifying resource and rationale for health promotional activity:
Health promotional activity allow well being and healthcare organization to promote health
issue in general public, they develop certain marketing activity which boost awareness in general
public. Healthy promotional activity help in promoting well being and preventing illness in
health of the people, this help people to reduce risk (Manikam and Russell-Bennett, 2016). In
alcohol abuse promotional activity, use of certain media can be very beneficial for the campaign,
this promotional activity will increase awareness about the alcohol and its harm to human body.
There are certain resource needed in alcohol abuse promotional strategy, these are:
Budget: budget is one of the most important resource needed in health promotional activity, this
allow campaign to become success without facing any risk and issue. Budget will required in
alcohol abuse promotional activity, without budget as resource, promoting health awareness can
not be possible.
Media platform: media platform is required as resource in health promotional activity, selecting
right type of media is one of the most important thing for the promotional activity. In alcohol
abuse health promotional activity, selecting media is very important, this activity will use both,
online media including social media and web page media whereas this promotional activity will
use print media and offline media to reach audience and promote this health care activity.
Description of multi media:
Multimedia refer as the communication form which accounts the various content or information
which is available in the form of audio, texts, animation etc. it is the electronically delivering of
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the messages which can easily accessed (Kite and et.al 2018). With the help of multimedia one
can easily convey their message, also beneficial for communicating with the large audience.
Social media method is efficient for communicating with the range of audience. There are
various multimedia method which are podcast and web cast. Social media platform are the most
prominent tool which offers the numerous benefits, through which the organisations can easily
raise fund for them or to interact with the different nationality people. As for raising the
awareness for quitting alcohol, this media tool is effective, community campaign can easily
target their customer and to post the content about their purpose, as now a day’s social media is
the widely used channel. Influencer marketing is also advantageous as to hire the popular face
for the campaign so that their follower will show their interest towards the campaign (Jeong and
Bae, 2018). Social media activity will lead to develop the online community which is beneficial
for raising fund, it will be good for the campaign’s success.
Identifying communication objectives:
Awareness: increasing awareness is one of the most important objective of communication, in
alcohol abuse health issue plan, it is very important to aware people about the issue and its
treatment (Besley, Dudo vand Yuan, 2018). In health care promotional activity it is important to
aware people and to reach target audience, awareness is the biggest objective of planned activity
when communicating with audience.
Providing information: providing information is main objective of communication through
media, in healthcare promotional activity of alcohol abuse, providing information to general
public is main objective of the communication. Reaching audience and awareness is important
but providing useful information is more important.
Creating interest: creating interest means boosting awareness in general public. It is very clear
that interest decide effectiveness of every campaign, interest of people can be best KPI to
measure performance of campaign. Health care campaign of alcohol abuse can reach mass
audience and boost their interest in this topic, this communicating objective allow campaign to
become more powerful.
Theory of empowerment:
Theory of empowerment means empowering people about social work with the use of mass
media, this theory of health care communication allow campaign to promote intervention and
guide people towards the social change (Shin, Perdue and Pandelaere, 2020). Empowerment
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theory can be used in alcohol abuse health promotional activity which help in empowering
people about quitting consumption of alcohol. This theory will become successful in meeting the
requirement of promotional activity, many social work organization and health care promotional
campaign use empowerment theory to promote and empower general public, this theory is very
beneficial in terms of media reach. Social media platform can be used as key media in promoting
alcohol abuse awareness in general public.
CONCLUSION
From the above report it is concluded that Mass media plays an important role to drives changes
in the society. It offers the reliable platform to converse with the large audience. Through which
any organisation can easily create awareness about their services by using its several platforms
such as internet or traditional tools as television which is the biggest mass communication tool.
Report illustrated the key issues regarding the alcohol abuse and by using the social media as a
medium to raise a awareness about it in the society. Report covers the discussion about the
theories which are user gratification, social learning and social marketing theory regarding social
marketing and the media communication. It also describes the rationale for the media resource
and description about the multimedia and its method which usually covers the social media
method.
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REFERENCES
Books and journals
Akers, R.L. and Jennings, W.G., 2016. Social learning theory. The handbook of criminological
theory, 4, pp.230-240.
Akers, R.L. and Jennings, W.G., 2019. The social learning theory of crime and deviance.
In Handbook on crime and deviance (pp. 113-129). Springer, Cham.
Baranova, E.A. and et.al 2020. New Media Business Philosophy in Conditions of Mass Media
Convergence. Online Journal of Communication and Media Technologies. 10(4).
p.e202021.
Besley, J.C., Dudo, A. and Yuan, S., 2018. Scientists’ views about communication
objectives. Public Understanding of Science, 27(6), pp.708-730.
Jeong, M. and Bae, R.E., 2018. The effect of campaign-generated interpersonal communication
on campaign-targeted health outcomes: A meta-analysis. Health Communication. 33(8).
pp.988-1003.
Kennedy, A.M., 2016. Macro-social marketing. Journal of Macromarketing, 36(3), pp.354-365.
Kite, J. and et.al 2018. Impact of the Make Healthy Normal mass media campaign (Phase 1) on
knowledge, attitudes and behaviours: a cohort study. Australian and New Zealand journal
of public health. 42(3). pp.269-276.
Liu, X., Min, Q. and Han, S., 2020. Understanding users’ continuous content contribution
behaviours on microblogs: An integrated perspective of uses and gratification theory
and social influence theory. Behaviour & Information Technology, 39(5), pp.525-543.
Manikam, S. and Russell-Bennett, R., 2016. The social marketing theory-based (SMT) approach
for designing interventions. Journal of Social Marketing.
Shin, H., Perdue, R.R. and Pandelaere, M., 2020. Managing customer reviews for value co-
creation: An empowerment theory perspective. Journal of Travel Research, 59(5),
pp.792-810.
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