Study Set Content:
al:“two step flow hypothesis”
influenced more by their peers and colleagues
than by media
Lazarsfeld et al
Reporting directly, and characterized these
“opinion leaders” as people who were
technically competent, accessible, and
acceptable in the eyes of their peer group
Flow Hypothesis
opinion leaders themselves
looked to colleagues, usually of an even higher
status than themselves, in formulating their
views
Menzel and katz
“diffusion” and “dissemination”
Lomas:
information flows away
from its origin; passive and untargeted;
depends heavily on audience’s interest,
motivation, and their effort to seek out the
information; textbooks, clinical journals, web
sites rely on this type of information flow
Diffusion model:
“like the beam of a
torch, carries with it the implication of a target
or goal and is more proactive and
premeditated”; campaigns, fax cascades,
targeted mailings
Dissemination model:
to know???
a great deal of health care today is focused on the
activity of groups of professionals working
together in (blank) in a coordinated way rather
than on individuals or single professional groups.
teams
were disseminated to each college members,
mails were sent to representatives of allied health
organizations, as well as to the chief executives
specializing in mental health
The royal college of psychiatrists, UK: guidelines
how someone behaves in response to new
information will depend to an extent on the nature
of their existing beliefs and attitudes, their habitual
behaviour, and the extent of change called for in
either.
Existing Attitudes
change”
refers to
change in attitude and behavior.
“preparedness to change”
who have begun to consider
& question ideas
contemplators:
not yet convinced that
current ideas are acceptable
precontemplators:
who are changing their own views
and behavior
actioners:
who are consolidating these
changes & sustaining them
maintainers:
it has been suggested therefore that the rate of
(blank) can be accelerated if progressively more
intensive strategies of persuasion, from
information provision to intensive education, are
provided to those less inclined to adapt.
adoption
MESSAGE
(a) the source from which the message emanates
(b) the content of the message, and
(c) the vehicle by which the message is conveyed
the perceived authority, and
honesty, of the message seems to exert influence
on the extent to which it is believed, and this is
related to its source
Credibility:
The simple provision of information is not
sufficient to ensure awareness. Its quality doesnot
guarantee that it will be believed. Even if it is
believed, the audience's behaviour may continue
unchanged
use of space, distance
Proximity:
improving guidelines in
clinical processes was a central task rather than a
local task, arguing that their local adaptation from
general statements into locally tailored protocols
improved their acceptability to those who needed to
use them, and their relevance to the environment
they worked in.
Grimshaw and russell:
