How did modern mass media become such an important influence on human behavior and health behavior? What are some of the core purposes of a typical communication campaign?
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Mass media has become an important influence on human behavior and health behavior due to the impact of how the information delivered impacts our perception and engagement in society. For example, there are instances where individuals may model behavior based on what the person observes in mass media. These observations are a result of observational learning where people model their own behavior of others and how they engage in the behavior. Mass media may normalize behavior and an individual may adopt that behavior.
To understand how media is delivered, there are many objectives to how communications campaigns are coordinated. These core purposes include public opinion, policymakers, and policy. These purposes impact health behavior that seeks to change the environmental perspectives and the policies that govern the specific behavior. For example, many media campaigns have been centered around smoking cessation amongst young adults. In seeking these changes, communication campaigns are delivered to many policymakers and their constituents to drive change and promote policy action.