Reaching Audiences

In my opinion, to label an individual or a group as, "hard to reach," is conceding to failure.  I think it is the researchers responsibility to look at so called "hard to reach" groups as an opportunity for a challenge to come up with innovative campaign strategies.  The alternative conceptualizations to approaching the issue was stated in the article as, "different not deficient" when looking at these "hard to reach" groups.  It is the researchers job to empathize with the perspectives of the target audience to understand their fears and needs. In order to reach these groups, one needs to study how people process information and find the best communication channel to go through.  The video we watch in class provided an example of having a customer centered focus in their marketing strategies.  They looked at trendsetting teenagers to learn about what kind of styles and 'cool' things they are interested in.  The companies like Sprite, would then market their findings and reach their target audience successfully.  The challenge with the teenage population is what's considered cool today will be gone tomorrow, so researchers need to adapt to the ever-changing trends.  These "culture spies" demonstrate that communication is a reciprocal process between the sender and the receiver, as successful communication persists through an ongoing dialogue between the two.  

Audience Segmentation

The exercise in class was really helpful in learning the different ways an audience can be segmented and all the issues to consider.  This class has demonstrated how important it is to do formative research before starting a health campaign, as there are so many aspects of the target audience to address and attempt to understand.  We are lucky to be taking this class during an exciting time in politics, with such a big election coming up.  I have found myself being more attuned to the different strategies that Obama and Clinton are using to tailor their messages to reach specific audiences.  Obama has a lot of support from younger voters and is said to have a "rock star" appeal.  Last week I posted a YouTube video that captures that rock star appeal.  The video highlights an inspiring speech by Obama and is accompanied by various celebrities as they sing his powerful words, "yes we can."  

Presentation Skills

Our last health communications class covered presentation skills and included the importance of nonverbal communication and the power of a good story.  We watched a video that discussed the three different types of faces (closed, neutral, and open) that people use.  The 'open face' is bright-eyed, has raised eyebrows, smiles, and conveys likability.  Interestingly, a person's voice sounds more upbeat and optimistic when their facial expression is open and positive.  Another characteristic of a good speaker is their ability to tell a good story and capture the attention of the audience.  I thought the following video pertained well to our topics covered in health communications. The video demonstrates great presentation skills by Obama's ability to captivate the audience through his eloquence and use of an open face.  The video also creates an effective message by using catchy music, celebrities, and by appealing to a large audience.  I was inspired... enjoy!  

Yes We Can - Barack Obama Music Video

Formative Research

Ever since Tuesday's class on formative research, I am looking at advertisements with an entirely different perspective. The video was very interesting as it revealed the many steps involved in making a commercial. I have found myself analyzing advertisements and thinking about the research involved and who the message is aimed towards. I picture the focus groups, like the ones portrayed in the video, as the companies desperately try to understand their target audience. For example, who is telling Carl's Jr. that messy, ketchup dripping, gigantic hamburgers are appealing? I don't know if it's just me, but the sloppy hamburger campaign has gone on for way too long in my opinion. I know I am biased as I am a health advocate, but I think that campaign has the potential to backfire in the objective to reinforce views, as the ad has worn out it's welcome. But that's just me... On a more positive note, I remember an ad campaign promoting health by Kaiser Permanente that had nice music and catchy phrases aimed to encourage people to get out and exercise more. We learned in class that the three main objectives for a campaign are to either create a point of view, change an existing view, or reinforce one. I think ads have a great potential in succeeding in one of these objectives if they take the time and energy to do their formative research.

Health Campaigns

I agree with other comments about the Communication Persuasion Matrix, as it was very helpful to see the elements of communication and the hierarchy of effects in a visual format. I enjoyed doing the class exercise as it was fun to get our creative ideas flowing and get a chance to apply the theories and lessons about health campaigns. When my group was assigned to promoting physical activity in senior citizens, I realized how important formative research is in understanding the target audience. We were trying to relate to seniors and figure out what might appeal to them, and had trouble thinking of a senior celebrity. Knowing your target audience and what they want to hear, seems like the key to an effective message. Although, we did learn that sex, looks, and money are a safe bet in marketing strategies, as the peripheral cues get people's attention- no matter what the message is! Hopefully after attracting them with one of the big three, we can increase their involvement and get them thinking in the central route about our important health messages.

Health Messages Are Everywhere

I agree with everyone about the excitement of starting such an interesting class in health communications. I'm looking forward to learning about practical applications of all the public health information we have learned so far in the program.  After starting the Coding Communication assignment, I'm realizing that health communication messages are really everywhere! Just as I was starting this blog, a message popped up in my inbox from SDSU. The email was letting me know that I could get a free month at the ARC if I start a membership at the gym soon. (A little FYI if anyone is interested- all you have to do is sign up for a week free pass and they offer the deal.)  Anyways, now that I am becoming increasingly aware of health messages, I am realizing the variety of messages out there and how effective they can be.  It seems that one of the most important aspects of successful communication is to understand the needs of the target audience and how to match the message to best reach them... and hopefully influence their health decisions. Probably much easier said than done, but I'm sure we will learn how to do that this semester!