Karyn Ogata Jones
Since McCombs and Shaw first introduced the theory in 1972, agenda setting has emerged as one of the most influential perspectives in the study of the effects of mass media. Broadly defined, “agenda setting” refers to the ability of mass media sources to identify the most salient topics, thereby “setting the agendas” for audiences. In telling us what to think about, then, mass media sources are perceived to play an influential role in determining priorities related to policies, values, and knowledge on a given topic or issue.
Scholars have studied this phenomenon according to both object (issue) salience and attribute salience and along aggregate and individual audience responses. The audience characteristics of need for orientation, uncertainty, relevance, and involvement are advanced as moderating and predicting agenda-setting effects. When agenda-setting theory is applied to the study of messaging related to health and risk communication, scholars have reviewed and identified common themes and topics that generally include media’s role in educating and informing the public about specific health conditions as well as public health priorities and administrative policies.
Agenda setting is often examined in terms of measuring mass media effects on audiences. Looking at interpersonal communication, such as that coming from medical providers, opinion leaders, or peer networks, in studies will allow research to examine the combined effects of interpersonal and mass communication. Testing possible interactions among differing sources of information along with assessment of issue and attribute salience among audiences according to an agenda-setting framework serves to document audience trends and lived experiences with regard to mass media, health, and risk communication.
Claude H. Miller and Reinaldo J. Cortes Quantip
Within a range of health communication contexts, anger can be either a detriment to the receptivity of health promotion messages when poorly controlled, or a benefit to information processing when appropriately directed. In the former case, anger can disrupt cognitive processing, leading to a range of negative outcomes, including emotional turbulence and a preoccupation with anger-eliciting events that can severely limit the receptivity of health promotion and risk prevention messages. However, when properly directed and elicited in moderation, anger can motivate greater purpose and resolve in response to health threats, stimulate more active processing of health warnings, sharpen focus on argument quality, and direct greater attention to coping-relevant information concerning harmful health risks.
Rachel A. Smith
A premise in health promotion and disease prevention is that exposure to and consequences of illness and injury can be minimized through people’s actions. Health campaigns, broadly defined as communication strategies intentionally designed to encourage people to engage in the actions that prevent illness and injury and promote wellbeing, typically try to inspire more than one person to change. No two people are exactly alike with respect to their risk for illness and injury or their reactions to a campaign attempting to lower their risk. These variations between people are important for health messaging. Effective campaigns provide a target audience with the right persuasive strategy to inspire change based on their initial state and psychosocial predictors for change. It is often financially and logistically unreasonable to create campaigns for each individual within a population; it is even unnecessary to the extent to which people exist in similar states and share psychosocial predictors for change. A challenging problem for health campaigns is to define those who need to be reached, and then intelligently group people based on a complex set of variables in order to identify groups with similar needs who will respond similarly to a particular persuasive strategy. The premise of this chapter is that segmentation at its best is a systematic and explicit process of research to make informed decisions about how many audiences to consider, why the audience is doing what they are doing, and how to reach that audience effectively.
The focus of intergroup communication research in the Baltic countries is on interethnic relations. All three countries have Russian-speaking urban minorities whose process of integration with Estonian, Latvian, and Lithuanian majorities has been extensively studied. During the Soviet era when the Russian-speaking communities in the Baltic countries were formed, they enjoyed majority status and privileges. After the collapse of the Soviet Union, there was a status reversal as Russian speakers become minorities in the newly emerged national states. The integration of once monolingual Russian-speaking communities has been the major social challenge for the Baltic states, particularly for Estonia and Latvia where they constitute about 30% of the population. Besides the Russian-speaking minorities, each of the Baltic countries has also one other significant minority. In Estonia it is Võro, a linguistically closely related group to Estonians; in Latvia it is Latgalians, closely related to Latvians; and in Lithuania, it is the Polish minority. Unlike the Russian-speaking urban minorities of fairly recent origin, the other minorities are largely rural and native in their territories.
The intergroup communication between the majorities and Russian-speaking minorities in the Baltic countries has often analyzed by a triadic nexus consisting of the minority, the nationalizing state, and the external homeland (Russia). In recent analyses, the European Union (through its institutions) has often been added as an additional player. The intergroup communication between the majorities and the Russian-speaking communities is strongly affected by conflicting collective memories over 20th-century history. While the titular nations see the Soviet time as occupation, the Russian speakers prefer to see the positive role of the Soviet Union in defeating Hitler and reconstructing the countries’ economy. These differences have resulted in some symbolic violence such as relocation of the Bronze Soldier monument in Estonia and the riots that it provoked. Recent annexation of Crimea by the Russian Federation and the role of the Ukrainian Russian speakers in the secessionist war in the Eastern Ukraine have raised fears that Russia is trying to use its influence over its compatriots in the Baltic countries for similar ends. At the same time, the native minorities of Võro and Latgalians are going through emancipation and have demanded more recognition. This movement is seen by some among the Estonian and Latvian majorities as attempts to weaken the national communities that are already in trouble with integrating the Russian speakers. In Lithuania, some historical disagreements exist also between the Lithuanians and Polish, since the area of their settlement around capital Vilnius used to be part of Poland before World War II. The Baltic setting is particularly interesting for intergroup communication purposes, since the three countries have several historical parallels: the Russian-speaking communities have fairly similar origin, but different size and prominence, as do the titular groups. These differences in the power balance between the majority and minority have been one of the major factors that have motivated different rhetoric by the nationalizing states, which has resulted in noticeably different outcomes in each setting.
Bradford William Hesse
The presence of large-scale data systems can be felt, consciously or not, in almost every facet of modern life, whether through the simple act of selecting travel options online, purchasing products from online retailers, or navigating through the streets of an unfamiliar neighborhood using global positioning system (GPS) mapping. These systems operate through the momentum of big data, a term introduced by data scientists to describe a data-rich environment enabled by a superconvergence of advanced computer-processing speeds and storage capacities; advanced connectivity between people and devices through the Internet; the ubiquity of smart, mobile devices and wireless sensors; and the creation of accelerated data flows among systems in the global economy. Some researchers have suggested that big data represents the so-called fourth paradigm in science, wherein the first paradigm was marked by the evolution of the experimental method, the second was brought about by the maturation of theory, the third was marked by an evolution of statistical methodology as enabled by computational technology, while the fourth extended the benefits of the first three, but also enabled the application of novel machine-learning approaches to an evidence stream that exists in high volume, high velocity, high variety, and differing levels of veracity.
In public health and medicine, the emergence of big data capabilities has followed naturally from the expansion of data streams from genome sequencing, protein identification, environmental surveillance, and passive patient sensing. In 2001, the National Committee on Vital and Health Statistics published a road map for connecting these evidence streams to each other through a national health information infrastructure. Since then, the road map has spurred national investments in electronic health records (EHRs) and motivated the integration of public surveillance data into analytic platforms for health situational awareness. More recently, the boom in consumer-oriented mobile applications and wireless medical sensing devices has opened up the possibility for mining new data flows directly from altruistic patients. In the broader public communication sphere, the ability to mine the digital traces of conversation on social media presents an opportunity to apply advanced machine learning algorithms as a way of tracking the diffusion of risk communication messages. In addition to utilizing big data for improving the scientific knowledge base in risk communication, there will be a need for health communication scientists and practitioners to work as part of interdisciplinary teams to improve the interfaces to these data for professionals and the public. Too much data, presented in disorganized ways, can lead to what some have referred to as “data smog.” Much work will be needed for understanding how to turn big data into knowledge, and just as important, how to turn data-informed knowledge into action.
Kory Floyd and Colter D. Ray
Affectionate communication comprises the verbal and nonverbal behaviors people use to express messages of love, appreciation, fondness, and commitment to others in close relationships. Like all interpersonal behaviors, affectionate communication has biological and physiological antecedents, consequences, and correlates, many of which have implications for physical health and wellness. Investigating these factors within a biological framework allows for the adjudication of influences beyond those attributable to the environment. In particular, there are observable genetic and neurological differences between individuals with a highly affectionate disposition and those less prone to communicating affection, suggesting that variance in the tendency to engage in affectionate behavior is not entirely the result of environmental influences such as enculturation, parenting, and media exposure. In addition, the expression of affection is associated with markers of immune system competence and appears to help the body to relax and remain calm. The biological effects of affectionate communication are perhaps most pronounced in situations involving either acute or chronic stress. Specifically, highly affectionate individuals are less likely than others to overreact physiologically to stress-inducing events. Whatever stress reaction they do mount is better regulated than among their less affectionate counterparts. Moreover, highly affectionate individuals—or simply those who receive expressions of affection prior to or immediately following a stressful situation—exhibit faster physiological recovery from their elevated stress. Perhaps unsurprisingly, therefore, being deprived of adequate affectionate communication is predictive of multiple physical and psychological detriments, including elevated stress and exacerbated depression, social and relational problems, insecure attachment, susceptibility to diagnosed anxiety and mood disorders, susceptibility to diagnosed secondary immune disorders, chronic pain, and sleep disturbances.
Elisabetta Crocetti and Monica Rubini
A main developmental task for young people is to form a coherent and stable sense of personal and social identity. In fact, in adolescence (from ages 10 to 18), the multiple biological, cognitive, and social changes that occur stimulate young people to rethink about themselves, to reflect on the kind of person they want to become, and to find their own place in the society. Similarly, in emerging adulthood (from ages 19 to 29), young people have the possibility to explore a large array of alternatives in multiple life domains (e.g., education, work, relationships, worldviews) before enacting enduring adult commitments. Process-oriented identity models have been proposed to capture the dynamic process by which young people form and revise their identity over time, committing to relevant life domains, reflecting on their choices, and reconsidering them when they no longer fulfill personal aspirations and/or social expectations.
This dynamic process is strongly intertwined with interpersonal and group communication processes. In fact, youth identity formation does not occur in a social vacuum; rather, young people form their identity by means of continuous interactions with significant others and relevant social groups. In particular, in youth, family, peers, and school represent main social contexts in which communication processes are likely to affect young people’s identities. Thus, communication processes are crucial for obtaining identity-relevant information that might foster individuals’ reflection on themselves and processes of social comparisons. Furthermore, through communication processes young people can manage their own reputation, striving to achieve and maintain a good reputation within relevant groups. Individuals’ efforts to enhance reputation are, indeed, important for gaining symbolic (e.g., satisfaction of esteem needs) and instrumental (e.g., the likelihood to be trusted by others and becoming influential) benefits that are important for youth psychosocial adjustment and well-being.
Yan Bing Zhang and Makiko Imamura
Group memberships provide a system of orientation for self-definition and self-reference in the process of relating to and managing social distance with others, and the use of language and communication serve central roles in the processes. In the nearly four decades since its inception as speech accommodation theory, communication accommodation theory has been used in multidisciplinary, multilingual, and multicultural contexts for understanding when, how, and why we, as speakers, accommodate to each other’s languages and styles of communication. In CAT’s theoretical domain, accommodation refers to the ability, willingness, and strategies to adjust, modify, or regulate individuals’ language use and communication behaviors. Specifically, approximation strategies such as convergence, divergence, maintenance, and complementarity are conceptualized in the earlier developmental stages of CAT, with other strategies such as interpretability, discourse management, and interpersonal control added to the list at later stages. With its strong intergroup features, CAT is a robust theory that offers explicit motivational analysis to account for intergroup communication behaviors and intergroup relations. Blossomed initially in a multilingual and multicultural context in Quebec, Canada in the 1970s, CAT connects well with other existing theories on cultural adaptation, intergroup contact, and intergroup relations. Yet, CAT distinguishes itself from other theories as it attends to the interactive communication acts and processes and relates them to other sociocultural constructs, while interpreting and predicting the social, relational, and identity outcomes.
Sandra Petronio and Maria K. Venetis
Communication privacy management theory (CPM) argues that disclosure is the process by which we give or receive private information. Private information is what people reveal. Generally, CPM theory argues that individuals believe they own their private information and have the right to control said information. Management of private information is not necessary until others are involved. CPM does not limit an understanding of disclosure by framing it as only about the self. Instead, CPM theory points out that when management is needed, others are given co-ownership status, thereby expanding the notion of disclosing information; the theory uses the metaphor of privacy boundary to illustrate where private information is located and how the boundary expands to accommodate multiple owners of private information. Thus, individuals can disclose not only their own information but also information that belongs to others or is owned by collectives such as families.
Making decisions to disclose or protect private information often creates a tension in which individuals vacillate between sharing and concealing their private information. Within the purview of health issues, these decisions have a potential to increase or decrease risk. The choice of disclosing health matters to a friend, for example, can garner social support to cope with health problems. At the same time, the individual may have concerns that his or her friend might tell someone else about the health problem, thus causing more difficulties.
Understanding the tension between disclosing and protecting private health information by the owner is only one side of the coin. Because disclosure creates authorized co-owners, these co-owners (e.g., families, friends, and partners) often feel they have right to know about the owner’s health conditions. The privacy boundaries are used metaphorically to indicate where private information is located. Individuals have both personal privacy boundaries around health information that expands to include others referred to as “authorized co-owners.” Once given this status, withholding to protect some part of the private information can risk relationships and interfere with health needs. Within the scheme of health, disclosure risks and privacy predicaments are not experienced exclusively by the individual with an illness. Rather, these risks prevail for a number of individuals connected to a patient such as providers, the patient’s family, and supportive friends. Everyone involved has a dual role. For example, the clinician is both the co-owner of a patient’s private health information and holds information within his or her own privacy boundary, such as worrying whether he or she diagnosed the symptoms correctly. Thus, there are a number of circumstances that can lead to health risks where privacy management and decisions to reveal or conceal health information are concerned.
CPM theory has been applied in eleven countries and in numerous contexts where privacy management occurs, such as health, families, organizations, interpersonal relationships, and social media. This theory is unique in offering a comprehensive way to understand the relationship between the notion of disclosure and that of privacy. The landscape of health-related risks where privacy management plays a significant role is both large and complex. The situations of HIV/AIDS, cancer care, and managing patient and provider disclosure of private information help to elucidate the ways decisions of privacy potentially lead to health risks.
Andrew M. Ledbetter
This is an advance summary of a forthcoming article in the Oxford Research Encyclopedia of Communication. Please check back later for the full article.
Owing to advances in communication technology, the human race now possesses more opportunities to interact with interpersonal partners than ever before. Particularly in recent decades, such technology has become increasingly faster, mobile, and powerful. Although tablets, smartphones, and social media are relatively new, the impetus behind their development is old, as throughout history humans have developed mechanisms for communicating ideas that transcend inherent limitations of face-to-face communication. In the ancient past, humans developed writing and the alphabet to preserve knowledge across time, with the later development of the printing press further facilitating the mass distribution of written ideas. Later still, the telegraph was arguably the first technology to separate communication from transportation, and the telephone enabled people at a distance to hear the warmth and intimacy of the human voice. The development of the Internet consolidates and advances these technologies by facilitating pictorial and video interactions, and the mobility provided by cell phones makes the potential for communication with interpersonal partners nearly ubiquitous. As such, these technologies reconfigure perception of time and space, creating the sense of a smaller world, where people can begin and manage interpersonal relationships across geographic distance.
These developments in communication technology influence interpersonal processes in at least four ways. First, they introduce media choice as a salient question in interpersonal relationships. As recently as the late 20th century, people faced relatively few options for communicating with interpersonal partners; by the early years of the 21st century, people possess a sometimes-bewildering array of channel choices. Moreover, these choices matter because of the relational messages they send; for example, choosing to break up over the phone may communicate more sensitivity than choosing to do so via text messaging or publicly on social media. Second, communication technology affords new opportunities to begin relationships and, through structural features of the media, shape how those meetings occur. The online dating industry generates over $1 billion in profit, with most Americans agreeing it is a good way to meet romantic partners. Friendships also form online around shared interests and through connections on social media. Third, communication technology alters the practices people use to maintain interpersonal relationships. In addition to placing traditional forms of relational maintenance in more public spaces, social media facilitates passive browsing as a strategy for keeping up with interpersonal partners. Moreover, mobile technology affords partners increased geographic and temporal flexibility when keeping contact with partners, yet simultaneously may produce feelings of overconnectedness that hamper the desire for personal autonomy. Fourth, communication technology makes interpersonal networks more visibly manifest and preserves their continuity over time. This may provide an ongoing convoy of social support and, through increased efficiency, augment the size and diversity of social networks.