The development and use of mass media interventions for health-care messages about back pain: what do members of the public think?

Full Abstract

The study sought to identify and explore the opinions, beliefs and views of members of the public regarding the use of media interventions for the delivery of health-care messages. It used a draft back pain campaign looking at the level of credibility, acceptability and trust in the authority of these messages. Sixty-eight members of the public participated in the study. A qualitative study design was used with semi-structured focus groups and a sampling frame including gender, age, socio-economic group, and experience of back pain. Three main themes were identified. 1. Media consumption. 2. Credibility. 3. Specific issues surrounding the proposed sample media campaign. The use of media to provide health-care information was viewed positively, with the NHS perceived as the most trustworthy source, and Government bodies viewed with scepticism. Issues surrounding the language, terminology and tone of campaigns were raised. A closer collaboration between health-care professionals and the public is advocated to achieve valuable and effective media campaigns.

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Author information

Author/s: Barker, Karen L (KL); Minns Lowe, Catherine J (CJ); Reid, Margaret (M);

Affiliation: Physiotherapy Research Unit, Nuffield Orthopaedic Centre NHS Trust, Oxford, OX3 7LD, UK. Karen.Barker(-atsign-)noc.anglox.nhs.uk

Journal and publication information

Publication Type: Journal Article; Research Support, Non-U.S. Gov't

Journal: Manual therapy (Man Ther), published in Scotland. (Language: eng)

Reference: 2007-Nov; vol 12 (issue 4) : pp 335-41

Dates: Created 2007/09/05; Completed 2007/09/20; Revised 2007/11/20;

PMID: 16963311, status: MEDLINE (last retrieval date: 12/26/2008)

Sourced from the National Library of Medicine. Abstract text and other information may be subject to copyright.

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MeSH headings (categories)

This article was linked to the MESH Headings shown below.

Humans
Low Back Pain - therapy
Male
Mass Media
Middle Aged
Public Opinion
Social Class

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