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An example of agenda-setting could be that media coverage can draw attention to the needs of autistic children. If there is no coverage, no one will pay attention.

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General health communication is targeted at individuals at risk. It focuses on behavior change and on promoting healthy choices.

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1) Agenda-setting theory - media shapes attention

2) Framing theory - media shapes interpretation

3) Social Justice / Ecological Perspective - health probs are structural

4) Power & voice - power matters

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What is the cause: U.S. media often defaults to individual responsibility framing

What are the solutions:

If cause = individual → solution = education

If cause = environment → solution = policy change

Who has authority to act: Systems (not just individuals)

Voices included: Use of authentic voices (people affected) not just experts or officials

Values emphasized and what is left out

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Define Prob: “Limited access to culturally responsive diabetes care in South Texas.”

ID Policy Souln: Increase funding for community-based diabetes programs

ID Target: Policy makers, local health depts.

Develop Message Strategy: Media bites (short, memorable quotes), Social math (relatable stats), Call to action.

Authentic voices: community leaders/youth leaders

Select media channels: News, social media

Create Newsworthy Events: Reports/awareness campaigns

Maintain "pressure": ongoing/follow up stories

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Media Advocacy: Targets policy makers & systems. Focuses on upstream change. Uses media to shape public debate. Emphasizes social justice & environments

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Access strategy for pediatric eating disorders. Using social media and validated health content creators (Ex. the anti-diet dietitian) to comment about prevention strategies and policies that would support de-stigmatizing how we discuss weight (Ex. Current school practice of weighing students, assigning a health score, and then sending the student home with the print out of negative feedback)

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The underpinings of media advocacy are agenda setting and framing. Agenda setting: policy makers pay attention to the news because it drives public interest. Framing: Attempting to change the default frame of the US which is highly individualistic. Framing supports integrating new ideas into currently held beliefs. Framing can take the form of stories, pictures, or interactions.

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Media bites, social math, and compelling visuals.

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Media advocacy is focused on the people (often a small group) who are able to make policy changes that impact health, instead of the population impacted. This acknowledges that individual health outcomes are often driven by system-level decisions and not individual behaviors (Ex. Housing conditions and impact on health)

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What are examples of story elements as relates to 'framing'?  

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What are examples of story elements as relates to 'framing'?  

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How would you go about applying media advocacy to a given public health topic? (e.g., consider strategy recommendations from Dorfman & Krasnow)

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How would you go about applying media advocacy to a given public health topic? (e.g., consider strategy recommendations from Dorfman & Krasnow)

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What are the theoretical underpinnings of media advocacy? Provide a brief description or example of each.

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What are the theoretical underpinnings of media advocacy? Provide a brief description or example of each.

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What is media advocacy according to Dorfman and Daffner Krasnow (2014)? How does it differ from general health communication?  

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What is media advocacy according to Dorfman and Daffner Krasnow (2014)? How does it differ from general health communication?  