Public Health 608
Semester: Fall 2013
Meeting day and time: Friday 12:20-3:05pm
Meeting place: DuBois Library, Room 767 (Mac computer lab)
Professor: Aline Gubrium
Office location: 304 Arnold House
Office phone: 413.545.2244
Office hours: By appointment
Course blog: http://blogs.umass.edu/pubhlth608-agubrium/
This is a three credit hour course designed to provide students with a critical understanding of the effects of the mass media, in promoting and impeding the achievement of public health goals. Students will develop the skills necessary to use mass media strategically to advance public health policies and social change. The course covers the design, implementation and evaluation mass media campaigns to promote public health goals, examines theories and research on media influences with respect to the potential harmful influences of the mass media on human health behaviors, and students design a digital media-based health communication campaign.
Upon completion of this course, students should be able to:
- Articulate a critical understanding of basic theories, models and assumptions about the effects of the mass media and mass communication;
- Think strategically about the use of communications to advance a public health organization’s goals and objectives and identify the strengths and weaknesses of different communications options;
- Develop a strategic plan for a focused communications strategy and provide a rationale for the selected communications strategy, reflecting both scientific and practical considerations;
- Involve community members and organizations in mass media campaign development, especially in eliciting input from those who will be affected by the campaign;
- Gain skills in audience analysis and formative evaluation;
- Formulate appropriate, culturally centered, and measurable media campaign objectives;
- Gain skills in working with the news media and utilize a variety of communication tools, including press releases, commentaries and editorials, letters to the editor, and scheduled press events;
- Develop plans for evaluating media campaigns, appropriately tailored to a variety of communication methods and techniques;
- Analyze the public health implications of messages conveyed by advertising and popular media (TV, radio, movies, etc.), and;
- Appreciate the ethical dilemmas inherent in the use of strategic communications designed to persuade people to change their behavior.
Readings will be available on the course blog or distributed in class.
Course Format and Requirements
Given the interdisciplinary nature of public health, and the broad utility of critical consciousness, this course engages a range of information sources and presentation modalities, e.g., lecture/discussion, student presentations, interactive group exercises, scholarly texts, film/video, websites, and guest speakers. The course uses the notion of the classroom as a “community of learners” as its foundation. As such, each class member is expected to participate in both learning and leading discussion as the semester unfolds. This not only assumes preparation, but also active engagement. The value of this class is directly proportional to the amount of effort participants put into preparing for class discussions about the issues presented in the readings. Class participation will carry the same weight as other major assignments in assessing individual grades. To promote student engagement, you will sign up to be part of a group that will lead discussion for one class session.
The course takes a graduate seminar format. Students are expected to complete all reading assignments and to come to class prepared for discussion and debate. In addition to seminar participation, there are three assignments for the course: 1) lead discussion of one week’s readings; 2) post weekly blog reflection responses; and 3) participate in a digital storytelling workshop and design a health communications campaign around this experience.
First Assignment/Discussion leader: Each student will be part of a two-three person group that is responsible for presenting and leading discussion around one week’s readings. High quality presentations include 1) a handout that summarizes key points; 2) questions for discussion or activities to promote student engagement with the readings; 3) additional relevant material to guide and provoke discussion. These materials must be turned in during the class session when the readings are under discussion. No late handouts will be accepted.
Second assignment/Blog reflection responses: Over the course of the semester you will be writing blog entries on the course blog (http://blogs.umass.edu/pubhlth608-agubrium/). Your blog posts essentially serve as reflection papers on the course readings. Further, they may be used as resources when constructing your digital stories. Make an effort to draw connections between the readings in your blog posts. Blog posts are due online the night before class (Thursday by 5:00pm). I would also like to encourage each of you to respond to others’ blog posts—the blog is a forum for creating a community conversation on the assigned topics.
Blog posts will be graded using a “check” or “check-plus” format. Blog posts receiving a “check” are those that review the readings, and engage with discussions and course activities in a summary fashion, but do not expand much beyond this. Blog posts receiving a “check-plus” are those that review course materials, link course materials to outside experiences and alternative ways of learning about course materials, and critically consider what is learned from course readings, discussions and activities.
Third Assignment/Digital storytelling workshop and health communication campaign: In this component you will participate in a digital storytelling workshop, produce a digital story (group or individual), and then plan and design a health communication campaign around the workshop and the digital story/ies you have produced. Generally speaking, the first hour of our class meeting time will be a focused discussion on the assigned readings. The rest of the class session will focus on the digital storytelling workshop. The workshop process and product will encourage you to synthesize what you have learned and demonstrate health communication practice. It also has the potential to allow you to enact and realize your roles as future community health educators. The topic you choose should engage with methods and theories related to the major themes and to relevant problems/issues of concern to professionals in the discipline of community health education. Students are required to work in groups and engage in a collaborative process to identify thematic clusters and brainstorm individual topics. Students are encouraged to work together in groups to construct their health campaign. All projects must be approved. Students will offer constructive feedback to their peers as they read each other’s scripts and preview early versions of the stories. At the end of the semester we will screen the stories, with others offering supportive feedback and evaluation. With your permission, the digital stories may be posted on the course blog and/or department website as a way to foster dialogue on the given topics and connect to the field of public health at large. Finally, students will write up a report based on this experience.
Grading: The final grade will be computed on the basis of the following assessments:
Class Participation 20%
Discussion leader (group) 10%
Blog reflection responses 20% (10 blog responses/2% each)
Digital storytelling workshop/health communication campaign 50% (Digital story produced/50% and health communications campaign design/report/50%)
Two or more unexplained absences will result in a re-assessment of the final grade.
Policy on Academic Honesty
Since the integrity of the academic work of any institution of higher education requires honesty in scholarship and research, academic honesty is required of all students at the University of Massachusetts Amherst.
Academic dishonesty is prohibited in all programs of the University. Academic dishonesty includes but is not limited to: cheating, fabrication, plagiarism, and facilitating dishonesty. [Examples of behavior that constitutes academic dishonesty can be found at: http://www.umass.edu/dean_students/codeofconduct/acadhonesty/#B.] Appropriate sanctions may be imposed on any student who has committed an act of academic dishonesty. Any person who has reason to believe that a student has committed academic dishonesty should bring such information to the attention of the appropriate course instructor as soon as possible. Instances of academic dishonesty not related to a specific course should be brought to the attention of the appropriate department Head or Chair. The procedures that are intended to provide an efficient and orderly process by which action may be taken if it appears that academic dishonesty has occurred and by which students may appeal such actions are described in the Dean of Students Code of Student Conduct, available at: http://www.umass.edu/dean_students/codeofconduct/acadhonesty/#policy
Students are expected to be familiar with this policy and the commonly accepted standards of academic integrity. Ignorance of these standards is not sufficient evidence of lack of intent.
Cell phone and laptop policy
Turn your cell phones off or to the “silent” mode during class. Students seen texting, chatting, or checking email on their laptop computers or cell phones will be asked to leave class for the day and will be considered absent for the class period.
Course Outline (Subject to modification. Articles to be read for date listed)
September 6th: Course introduction
September 13th: Intro to the study of health communication
- Health communication: From theory to practice: What is health communication?
- Routledge handbook of health communication: Ethics in communication for health promotion in clinical settings and campaigns: New challenges and enduring dilemmas (Guttman)
Aline leads discussion of readings 12:30 – 1:30
Digital storytelling workshop: Introduction to digital storytelling, talking and writing prompts, collaborative brainstorming, topic and team selection. Think about public health and social science research, as well as popular, literature and media that can inform the story. 1:35 – 3:05
September 20th: Interpersonal communication
- Health communication: From theory to practice: Interpersonal communications
- Handbook of global health communication: Interpersonal health communication: An ecological perspective (Ahmed)
Group 1 leads discussion of readings 12:30 – 1:30
Digital storytelling workshop: Literature review for digital story work. Plan/begin script drafting and consider how digital story could fit into a health communication campaign 1:35 – 3:05
September 27th: Formal delivery sector/medical communication
- The Routledge handbook of health communication: How medical interaction shapes and reflects the physician-patient relationship (Roter & Hall)
- Narrative Inquiry: “The self-telling body” (Charon)
Group 2 leads discussions of readings 12:30 – 1:30
Digital storytelling workshop: Script work 1:35 – 3:05
October 4th: Message-based approaches to health communication
- Health communication: From theory to practice: Overview of the health communication planning process (+ Appendix A)
- Health communication: From theory to practice: Situation analysis and audience profile
- Health communication: From theory to practice: Identifying program objectives and strategies
Aline leads discussion of readings 12:30 – 1:30
Digital storytelling workshop: Inter-group (peer) review of scripts 1:35 – 3:05
Meet with your group to further develop the digital story script/s and health communication plan and implementation strategy
October 18th: Persuasion-based approaches to health communication
- The Routledge handbook of health communication: Developing effective media campaigns for health promotion (Silk, Atkin and Salmon)
- The Routledge handbook of health communication: Social marketing: Its meaning, use, and application for health communication (Edgar, Volkman and Logan)
- Journal of Health Communication: The art and science of patient storytelling–Harnessing narrative communication for behavioral interventions: the ACCE Project (Houston et al.)
Group 3 leads discussion of readings 12:30 – 1:30
Film 1:35 – 3:05
*Final scripts submitted for review to Aline by 5pm via email!
October 25th: Communication, culture, and context
- Health communication: From theory to practice: Culture, gender, ethnic, religious, and geographical influences on conceptions of health and illness
- Health communication message design: Theory and practice: The cultural variance framework for tailoring health messages (Davis & Resnicow)
- Handbook of global health communication: Community health and social mobilization (Campbell & Scott)
Group 4 leads discussion of readings 12:30 – 1:30
Digital storytelling workshop: Record voiceovers, image selection and editing 1:35 – 3:05
November 1st: Emerging perspectives: Culture-centered and participatory approaches
- Communicating health: A culture-centered approach: The culture-centered approach to health communication
- Handbook of global health communication: Participatory health communication research: Four tools to complement the interview (Greiner)
Aline leads discussion of readings 12:30 – 1:30
Digital storytelling workshop: FCE rough-cut editing tutorial and work 1:35 – 3:05
November 8th: Narrative and dialogic approaches
- Routledge handbook of health communication: Narrative turns epic: Continuing developments in health narrative scholarship (Sharf, Harter, Yamasaki & Haidet)
- Handbook of global health communication: jovenHABLAjoven: Lessons learned about interpellation, peer communication, and second-generation edutainment in sexuality and gender projects among young people (Casanova & Calderon)
Group 5 leads discussions of readings 12:30 – 1:30
Digital storytelling workshop: Rough cut editing work 1:35 – 3:05
November 15th: Media advocacy for public health
- Media advocacy and public health: Public health and media advocacy
- Media advocacy and public health: The advocacy connection
Aline leads discussion of readings 12:30- 1:30
Digital storytelling workshop: Final cut editing tutorial and work 1:35 – 3:05
Digital storytelling workshop: Final cut editing
November 29th: No class, Thanksgiving break!!
December 6th: Digital storytelling as participatory communication approach
- Interdisciplinary Journal of Humans in ICT Environments: The process of remembering with the Forgotten Australians: Digital storytelling and marginalized groups (Hancox)
- American Journal of Public Health: A situated practice of ethics for participatory visual and digital methods in public health research and practice: A focus on digital storytelling (Gubrium, Hill & Flicker)
Aline leads discussion of readings 12:30 – 1:30
Digital storytelling screening and reflection 1:35 – 3:05
Final drafts of health communication reports are due emailed to Aline by 5pm, Friday, December 13th