What is it about?

For some time health professionals have recognized the growing importance of utilizing mass media strategies as part of their health‐promoting practice. The ever‐evolving climate of technology and increasing reliance on mass communications has further reinforced the position of mass media initiatives. The enormous potential for mass media resources to reach certain audiences and influence their health‐related behaviours has become particularly well established. Despite these facts, however, it is argued that the nursing profession has been less than pro‐active in acknowledging, accommodating and adopting such practices.

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Why is it important?

This paper critically reviews the process surrounding the nature and processes of mass media strategies, their relevance to health promotion and nursing, how they are utilized and how they can be incorporated further into nursing practice.


It is argued that nurses and other allied health disciplines should seek to become a more active user of mass communication/media technology — especially in relation to its health‐promotional practices. This article was written almost 20-years ago. Things have improved and most nurses do use social media - but improvements could be made in terms of new health agendas - such as 'health communication' and health literacy.

Dr Dean Whitehead
Flinders University

Read the Original

This page is a summary of: Using mass media within health-promoting practice: a nursing perspective, Journal of Advanced Nursing, October 2000, Wiley,
DOI: 10.1046/j.1365-2648.2000.01544.x.
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