Contents

**Preface XI**


Preface

**Introduction**

**Chapter Summaries**

role in SBC.

tion: What Can We Learn?

ditional risk management cycle.

on Philosophical and Theoretical Perspectives

the methods discussed in each chapter.

This book was written to give scholars an opportunity to examine selected issues in health communication. There are many challenges in health communication, such as the shortage of evaluations on social marketing interventions, the need for a framework to easily apply social marketing practices to campaigns, and the difficulty of applying theory to improve communication. To address these challenges, the following four chapters, including an in‐ troductory chapter, introduce several health communication topics, including social market‐ ing, the application of theory, and message design to promote social communication. Readers can expect concise topic overviews with clear steps and examples of how to apply

Chapter 1: Introduction: Focused on Issues and Challenges in Global Health Communication Over the years, social and behavior change (SBC) has accumulated a robust body of compel‐ ling evidence, consisting of both scientific research and documented success stories that demonstrate how the tools and approaches of SBC have effectively influenced behavior change in almost every area of public health, as well as related sectors. The many adoptions of creative products and services that have been developed within the field make it easy for policy makers and program implementers to see that art and creativity play an important

Chapter 2: Using Sensemaking Theory to Improve Risk Management and Risk Communica‐

This chapter introduces the topics of risk management and communication, as well as a model on the identification and mitigation of hazards using sensemaking theory to improve interpersonal communications and subsequent decision making. For risk communication to facilitate sensemaking, the authors advise distinctiveness, consistency, and consensus. Through the sensemaking process, individuals are expected to change behavior by taking responsibility and perceiving risks to identify and prevent accidents. In addition to intro‐ ducing the four components of sensemaking, this chapter reviews the five stages of the tra‐

Chapter 3: Healthcare Message Design Toward Social Communication: Convergence Based

This chapter presents the emerging concept Healthcare Message Design (HMD), which en‐ tails the use of interdisciplinary science to develop effective communication mechanisms
