Guendalina Graffigna - Graffigna, G: Interpersonal Exchanges About Hiv-Aids Through

Guendalina Graffigna - Graffigna, G: Interpersonal Exchanges About Hiv-Aids Through

99,99 €

Why health knowledge about risk prevention does not always translate into safe practices? What role does the interpersonal exchange play in mediating the efficacy of a preventive campaign? What opportunities and pitfalls does Internet offer as a medium for preventive communication? In order to answer these questions the book starts...

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Produktbeschreibung

Why health knowledge about risk prevention does not always translate into safe practices? What role does the interpersonal exchange play in mediating the efficacy of a preventive campaign? What opportunities and pitfalls does Internet offer as a medium for preventive communication? In order to answer these questions the book starts from a wide overview of health communication theories. The work then discusses the results of a big cross-cultural qualitative study aimed at exploring how the context of the interpersonal exchange influences the way a preventive message is "metabolized" by individuals. On the basis of the main evidences of this study, the Author suggests that Internet is a promising medium to enhance the chances that a preventive message becomes part of young people exchanges, being de-constructed and re-constructed in its meanings and being "used" as a source of new orientations towards risk and safe practices.
Marke VDM
EAN 9783639197747
ISBN 978-3-639-19774-7
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