Bridging Health: Exploring Participatory Communication among Health Communication Planners and Implementers in the Philippines
Article

This study explores a framework for theorizing the participatory media approach by examining local experiences on communication and development through the perspectives of health communication technicians, their relationships with senders and receivers in health programs and projects, and how they conduct the process of communication planning, implementation, and evaluation. The study addresses the following three main questions: (1) Who are the health communicators and what are their roles in participatory communication? (2) What is the level of participatory communication in health programs and projects? and (3) What are the approaches and characteristics of participatory communication in health programs and projects in the Philippines? The study reveals that communication technicians perceive their communication strategies as long-term processes that address the felt needs of communities with the participation of beneficiaries in planning communication that is sensitive to the culture of, beneficial to the majority of, and owned by the community.

Volume 09 Issue 01 · February 2012 · Regular Issue · Main Article

Of Hearts and Minds: Filipino Adult Viewers’ Message Interpretation Processing of Vaccination-Related Public Service Announcements
Article

This study aims to find out how Filipino adult viewers interpret vaccination-related public service announcements (PSAs), using the Message Interpretation Processing (MIP) framework by Austin, et al. (2001). Specifically, the study targets to: 1) determine the interpretation process used by viewers (logic-based or emotion-based); and 2) identify influential factors in relation to these interpretation processes. Data was acquired from 174 walk-in patients of three randomly selected barangay health centers in Parañaque City. Respondents answered a survey questionnaire after viewing three PSAs on rabies, polio and measles. Data were analyzed using correlation analysis and multivariate regression analysis. The study revealed that most viewers tend to interpret vaccination-related PSAs more logically than emotionally. Results also showed that logic-based interpretation is highly influenced by outcome expectancies, while emotion-based message interpretation processing is highly influenced by viewers’ close identification with PSA portrayals.

Volume 07 Issue 01 · February 2010 · Health and Communication · Main Article

The (Mistica) Doctor Is In: Communicating Health at Suprema dela Iglesia del Ciudad Mistica de Dios
Article

Throughout history, religion, spirituality, health, and the practice of medicine have been intertwined but are all united in seeking inproved health for all. Medical organizations and faith-based institutions consider caring for the sick as their primary mission, sometimes drawing from each other’s knowledge about healing to address patients’ concerns. This paper examines the role of spirituality and religion on the health of a populace and explains how a faith-based organization uses spirituality as the foundation for communicating health even as the community avails itself of medical science through the provision of a barangay health center.

Volume 07 Issue 01 · February 2010 · Health and Communication · Main Article