Den uteblivna kommunikationen : - Som knäcker dig

• Main Authors: Wallenius Fehrman, Sanna, Anja, Johansson
• Format: Others
• Language: Swedish
• Published: Linnéuniversitetet, Institutionen för samhällsvetenskaper, SV 2012
• Subjects: Strategic communications; Social science communication; Health communication; Community information; Attitude; Behaviour
• Online Access: http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-20595

Our study illustrates health communication in order to find out how widespread the knowledge is about osteoporosis and how to reach out with health information to the public.   Our essay was conducted through quantitative surveys, which included 402 respondents. This in order to highlight the prevailing uncertainty about the public disorder osteoporosis, which is common in Sweden. We wish to examine trough which channels our respondents choose to collect their health information. The thesis framework includes theories such as McGuire’s ProcessingTheory, Agenda setting, Two-step hypothesis and Diffusion of innovation. Through these theories, we analyzed our empirical data that emerged.   The results showed that our respondents had very low knowledge of osteoporosis, although theyshowed interest for health information. The results also showed that respondents were consistent intheir actions regarding which channels they came to turn to. They prefered their health informationfrom news papers and family, friends and work colleagues. When asked where they got their information from, the respondents answered mostly from family, friends and work colleagues, followed closely by newspapers. This shows that respondents are more receptive to informationfrom the channels of their own choice. The results also showed that the propensity to change behavior increases with the age of the respondents.