CHES Health Communication Strategies 4 — Questions and Answers
Question 1: Which of the following is an example of a 'two-step flow' of communication in health education?
- Mass media messages are first received by opinion leaders who then influence peers (Correct answer)
- A health educator delivers a lecture and then answers audience questions
- A patient reads a pamphlet and discusses it with their doctor
- Social media users share posts directly from a government health agency
Correct answer: Mass media messages are first received by opinion leaders who then influence peers
The two-step flow model describes how media messages pass through opinion leaders who interpret and relay information to their social networks.
Question 2: When using the 'PRECEDE-PROCEED' model, communication strategies are developed during which phase?
- Educational and ecological assessment (Phase 3) (Correct answer)
- Epidemiological assessment (Phase 2)
- Implementation (Phase 6)
- Outcome evaluation (Phase 8)
Correct answer: Educational and ecological assessment (Phase 3)
In PRECEDE-PROCEED, communication strategies targeting predisposing, reinforcing, and enabling factors are developed during Phase 3, the educational and ecological assessment.
Question 3: A health educator notices that their target community primarily communicates through oral tradition. The MOST appropriate communication strategy would be:
- Use storytelling, community theater, or radio programs aligned with oral culture (Correct answer)
- Distribute written brochures in multiple languages
- Host webinars and online training sessions
- Focus on academic publications to inform community leaders
Correct answer: Use storytelling, community theater, or radio programs aligned with oral culture
Oral tradition cultures are best reached through oral formats like storytelling, theater, and radio that align with how they naturally share and process information.
Question 4: The 'agenda-setting' function of media in health communication means that:
- Media influences which health issues the public considers important, not necessarily what they think about them (Correct answer)
- Media determines the specific beliefs and attitudes people hold about health topics
- Health organizations control all media content related to public health
- Media exposure automatically changes health behaviors in the target audience
Correct answer: Media influences which health issues the public considers important, not necessarily what they think about them
Agenda-setting theory holds that media coverage shapes the public's perception of issue salience—what topics are considered important—rather than dictating specific opinions.
Question 5: Which of the following BEST illustrates the use of 'entertainment-education' in health communication?
- A TV soap opera integrates storylines about HIV prevention to shift audience attitudes (Correct answer)
- A health educator performs a comedy routine at a staff training event
- A public health agency sponsors a sporting event to increase brand awareness
- A documentary film presents clinical trial data on vaccine efficacy
Correct answer: A TV soap opera integrates storylines about HIV prevention to shift audience attitudes
Entertainment-education (edutainment) embeds health messages into engaging entertainment content like soap operas to change knowledge, attitudes, and behaviors.
Question 6: Risk communication in public health emergencies should PRIMARILY emphasize:
- Transparent, timely, accurate information paired with clear protective action recommendations (Correct answer)
- Minimizing alarming details to prevent public panic at all costs
- Technical scientific data presented without simplification for credibility
- Waiting until all facts are confirmed before releasing any information
Correct answer: Transparent, timely, accurate information paired with clear protective action recommendations
Effective emergency risk communication prioritizes transparency, timeliness, accuracy, and actionable guidance to maintain public trust and enable protective behaviors.
Question 7: In interpersonal health communication, 'active listening' is demonstrated by:
- Reflecting back the speaker's message, asking clarifying questions, and avoiding interruption (Correct answer)
- Preparing your response while the other person is still speaking
- Nodding continuously regardless of message content to appear engaged
- Immediately offering solutions after the speaker finishes their first sentence
Correct answer: Reflecting back the speaker's message, asking clarifying questions, and avoiding interruption
Active listening involves full attention, reflective responses, and clarifying questions to ensure accurate understanding and convey respect for the speaker.
CHES Health Communication Strategies 4
Which of the following is an example of a 'two-step flow' of communication in health education?