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Interactieve media voor gedragsverandering

Een hedendaags perspectief op gezondheidscommunicatie

Gedragsveranderende gezondheidscommunicatie is voor veel communicatieprofessionals een uitdaging. Ontwikkelingen op het gebied van interactieve media kunnen hierbij een doorslaggevende rol spelen. De gezondheidsprofessional krijgt hierdoor nieuw gereedschap in handen. In dit artikel wordt uiteengezet hoe interactieve media strategisch kunnen worden ingezet ten einde de effectiviteit te vergroten van een drietal belangrijke communicatiestrategieën: inhaken op het kritieke moment, voelbaar maken van sociale druk en afstemming op het individu.

Interactive media for behavior change interventions

Developing effective health campaigns is challenging. Conventional mass media approaches may create awareness, or affect attitudes or intentions at best. With respect to behavior change, however, results are usually limited. Effective behavior change interventions, require for communication to take place at critical moments (that is, when the desired behavior needs to become enacted), should foster social pressure and provide individuals with targeted feedback. To make the most out of each of these qualities, health professionals could benefit the use of interactive media, which provide them with the equipment to realize relevant and well-timed interventions at the individual level.

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Correspondence to R.J. Renes.

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Stinesen, B., Renes, R., Meinetten, J. et al. Interactieve media voor gedragsverandering. Tijds. gezondheids.wetenschappen 91, 18–21 (2013). https://doi.org/10.1007/s12508-013-0010-y

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  • DOI: https://doi.org/10.1007/s12508-013-0010-y

Keywords:

  • health communication
  • behavior change
  • interactive media