Chapter 9
Health Communication
Chapter Summary
Health communication is the examination of the relationship between communication and
health-related issues. This chapter discusses these relationships by exploring: the place of theory
in health communication, patient–provider interactions, the comprehensive model of information
seeking, the theory of planned behavior, and the health belief model.
Health Communication Defined and the Place of Theory
Health communication is an interdisciplinary field of communication that deals with the
influence of communication on health and related issues. A major consideration about this line of
research for many researchers is that unl,ess it has a practical influence on prompting healthy
practices, health communication theory is not of value. Also, it should be reality-based,
axiological, and approachable.
Patient–Provider Interactions
Patient–provider interaction is a shared theme of study that deals with the interpersonal
communication between health-care providers and patients. Three major areas in this field are
patient and provider skills/competence, interaction outcomes, and disclosure in the interactions.
Effective communication between providers and patients is one of the main objectives in this
interpersonal approach, because without such an effective relationship, the health-care process
will face serious problems. The significance of this relationship has resulted in the establishment
Understanding Communication Theory, by Stephen Croucher
© Taylor & Francis 2015
of more and more health communication programs in universities and similar communication
courses.
Comprehensive Model of Information Seeking (CMIS)
CMIS is an information-seeking model aimed at informing and educating the public to be more
active, informative, and communicative patients. The bases of the model are in the excessive
passion to seek and find information about illness via online and other resources. This
information may cause an increase or decrease of related anxiety. A variety of models such as
the health information acquisition model, the risk information seeking and processing model,
information adequacy and uncertainty reduction, and motivated information management have
been proposed. Relating to antecedents that affect the information-seeking process, the
theoretical perspective of CMIS has been introduced to explore how source characteristics may
affect information-seeking behaviors. Generally according to CMIS, the way people seek
information is influenced by perceived usefulness of sources. This model assumes people as
active information seekers consciously select a variety of sources to satisfy their information
needs. This model also defined four different health related factors and two information-career
related factors.
Theory of Planned Behavior and the Health Belief Model
This body of research deals with the way in which people perceive and behave regarding health
issues. The theory of planned behavior (TPB) is a revised form of the theory of reasoned action
(TRA) that focuses on the attitudes toward health as the effective factor in the expectations of
behaviors. TPB added the element of behavioral control to TRA. The main factors of intent to
Understanding Communication Theory, by Stephen Croucher
© Taylor & Francis 2015
perform an action in TPB are attitude toward behavior, subjective norms, and perceived
behavioral control. The health belief model (HBM) investigates how perceived benefits and
barriers, and perceived seriousness and susceptibility, can affect preventative health behaviors.
This model draws on five factors: perceived susceptibility, perceived seriousness, perceived
benefits, perceived barriers, and cues to action. Different areas of research have used TPB and
HBM to explain the behaviors of their subjects. Communication studies have also used these
theories in numerous communication fields. These lines of research have immense practical
implications.
Understanding Communication Theory, by Stephen Croucher
© Taylor & Francis 2015