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An emerging body of media scholarship has examined the changing norms and routines of professional journalists, suggesting they are slowly adapting their practice to meet changes in audience expectations brought on by the widespread adoption of social media. Much of this scholarship has focused on traditional news producers, giving attention to journalists and other news producers who work in newsrooms. However slowly, journalists are beginning to welcome more audience participation in the process of news creation, hinting at a more reciprocal form of journalism and a loosening of traditional gatekeeping practices. In an effort to advance the theoretically conceptual research of the moment, this study considers how the perceived journalistic norms and participatory and gatekeeping roles of an emerging journalistic actor may be aligning with and/or deviating from more traditional journalists. The work of entrepreneurial journalists, or those who are not affiliated with or tied to a single news organization but instead freelance their work, is helping to fill major content gaps left by staff cutbacks that came on the heels of news media’s economic downturn. Most notably, specialized areas of journalism such as health reporting are increasingly calling upon entrepreneurial journalists to work aside more traditional journalists. Against the backdrop of health journalism, this study advances by employing semi-structured interviews with traditional journalists, entrepreneurial journalists, and their editors, analyzing recent changes in their journalistic norms and participatory and gatekeeping roles. The findings suggest an ideological split between organizational and entrepreneurial journalists and indicate that organizational journalists and editors alike may be relying on entrepreneurial journalists as innovators. For their part, entrepreneurial journalists may demonstrating an extension of participatory journalism—reciprocal journalism—that could enhance network connectivity and community building for journalists, news organizations, and other mass media practitioners. Though traditionally perceived as outsiders, these journalists may be serving as intrapreneurials, informing innovation in journalism and beyond. The impact of this and other observations on mass communication theory and practice are explored. / text

Thesis (M.A. (Communication Studies)) -- University of Limpopo, 2020 / Health communication is one of the interventions used to overcome health issues in society. Behavioural change is a process that relies on influence, and carefully designed messages about a desired outcome. These messages are captured from health communication interventions such as health communication campaigns about HIV/AIDS. This study empirically measured behavioural intention and followed the introduction of the health communication campaigns at the University of Limpopo (UL) campus amongst students from all faculties. In order to evaluate these campaigns, a positivist research paradigm was chosen, and the quantitative approach was used to measure and determine the relationship between the constructs of the Theory of Planned Behaviour (TPB). The constructs (or predictor variables) of the TPB model are deterministic of behavioural change. They work together to achieve change in behaviour, where the outcome variable is the behavioural intention. This study used the TPB model to guide the literature and methodology when it came to the formulation of questions for data collection. The target population sampled was aged between 18 and 28, and all the participants belonged to various schools across all faculties at the University of Limpopo. The researcher used of the Stratified random sampling method which is classified under probability sampling; 401 questionnaires were coded, and analysed. SPSS® version 25 was used to analyse the data. The results were-drawn descriptively and inferentially. This was done in order to define the relationship between the theory’s variables. The researcher used both Pearson Correlations and Regression Analysis to define the relationship between the variables. Descriptively, the majority of 148 (36.9%) participants strongly agreed while 174 (43.4%) agreed that they intended to participate in health communication campaigns in the future, as the predictor variable. Inferential findings showed that the behavioural intention variable amongst the students proved to be the one that contributed most towards behavioural change. The researcher suggests that further research should focus on message development. Health campaign messages should be developed that trigger intention, in order to achieve behavioural change for individuals so that they can ultimately participate in health campaigns.

This study aims to analyze the effect of an improvised user-generated health awareness campaign which was based on a personal narrative and first-hand experience with the B12 deficiency symptoms in babies and toddlers. The campaign was conducted in 2015 with a follow-up video in 2016 and shared through social media outlets, informing about the topic and empowering individuals to take responsibility for their own or their child’s health by providing information that could serve as a guideline for early diagnosis and intervention and by presenting an outlook of how people with similar issues manage the condition.The impact of the campaign is being qualitatively and quantitatively accessed by interviews with medical professionals and respectively survey data from a national survey and statistics from the YouTube console. In consideration has been taken the trust the respondents have in the medical service and the usual access to health information both online and offline The quantitative data were collected using a national online survey in which 1185 individuals took part. It aimed to additionally identify the general public attitude towards medical service in and the awareness about the vitamin B12. Four people participated in the interviews, divided into two groups - parents of children, who had symptoms similar to those, shown in the videos; and health practitioners who have seen the videos and comment on its qualities as a self-diagnosing material as well as the effect that attention to the issue created on their medical practices. The results confirmed that the personal narrative of a campaign could help to create identification and thus be more persuasive and with further increased sharing potential of the message through social media. The concrete campaign reached cumulatively over 167.000 people through YouTube, which is around 2.4% of the population of Bulgaria and possibly creating a lasting impact on the public attitude towards vitamin/mineral and other deficiencies. We found out that social media and YouTube could serve as an impactful medium for disseminating health-related information online when accurate and persuasive information is being used. When addressing a wide audience with little or no prior knowledge of the subject the personal narrative or testimonial could create more impact than a neutral fact-providing material.

The study examined the frequent frames adopted by the CDC in the communication of the Covid-19 vaccine and how it impacts vaccine uptake through quantitative content analysis. The study builds on the framing theory and elaboration likelihood model. This study’s content collected 327 posts by the CDC on covid-19 vaccinations from December 2020- December 2022. A research randomizer was used to choose 200 posts as the final sample from the data that had been gathered. 122 posts out of the 200 total posts that the randomizer tallied were pertinent to the research questions for the study. It was found that the predominant framing strategy adopted by the CDC was the gain framing strategy, which outlined the benefits of being vaccinated. This is encouraging since, as advocates of health communication, we must understand that emphasizing the benefits of adopting a recommended action has a greater chance of having a positive impact.

Parent-child sexual health communication (PCSHC) can have a positive impact on adolescents’ sexual health choices, outcomes, and capabilities for communicating with others about sexual health. Many parents are hesitant and feel unprepared for and uncomfortable with communicating about sexual health with their children. Other parental factors as well as child factors can impact the quality, frequency, coverage, and effectiveness of PCSHC. Some adolescent sexual health outcomes have improved, however, teen birth rates in the United States are elevated compared to other developed countries and half of all sexually transmitted infection (STI) diagnoses are made to adolescents and emerging adults. This emphasizes the importance of PCSHC as a protective factor for children and opportunity for them to develop understanding and skills for good sexual health decision-making. While challenging to recruit and retain participants, parent sex education programming designed to promote PCSHC can instill a sense of parental necessity and responsibility, and equip parents with knowledge and skills to confidently and successfully engage their children. The theory of planned behavior (TPB) provided the framework for this mixed methods study designed to learn more about PCSHC, differences in PCSHC based on gender of children, parental beliefs about PCSHC, intentions for and actual engagement in PCSHC. Included in the literature review for this study is a systematic review of literature focused on parent education programming designed to improve PCSHC. Parents of children in grades 4 – 11 completed a pencil/paper or an electronic Qualtrics baseline survey containing questions about their perceptions of and engagement in PCSHC. The quantitative data collection instrument included items measuring TPB constructs of behavioral, normative, and control beliefs, intentions for and actual engagement in PCSHC and condom use instruction delivery, communication openness, communication ability, sexual health topics discussed with children, and respondents’ demographics Many of the respondents (N = 205) were residents of the program target community, Winchester/Clark County, Kentucky, and were eligible to participate in parent programming, as were all residents that were parents of children in grades 4 – 11. The program, I’ll Have a Side of Sex Education, was designed as a six-week series of 50 minute lunch time sessions with the intention to improve parents’ sense of comfort, confidence, and skills in communicating with their children in general, and particularly about sexual health. Of the 205 parents who completed the baseline survey, 50 enrolled in and attended some or all of one of five offerings of the six-week parent education series and were invited to complete a post-program and six-week follow up surveys. Post-program data were collected with a paper- pencil survey and six-week follow up data were collected with a Qualtrics survey. The systematic review of parent sex education literature provided insight into components of programming related to successful program delivery and positive parental outcomes. The systematic analysis of the baseline data including examining PCSHC factors from the parental perspective and how these related to the gender of children and determining the usefulness of the TPB constructs for understanding PCSHC Results of Chi-square tests of mean differences showed a significant difference in parents actually providing their children with instructions for correct condom usage, χ2(2, N = 203) = 6.96, p = 0.03, and MANOVA results revealed the degree to which parents address certain sexual health topics with their children related to the gender of their children. Results of logistic regression showed behavioral beliefs having the greatest predictive power of parents’ intentions to give condom use instructions (p < 0.01) and actual delivery of condom use instructions (p = 0.04) and engagement in PCSHC, generally (p = 0.03). The current study contributes to the greater body of literature addressing parental and child factors related the promotion, delivery, and effectiveness of PCSHC and parent education programming designed to improve the quality, frequency, and impact of PCSHC. Its findings expand our understanding of how gender of children and parental beliefs relate to PCSHC and lend themselves to the consideration of the greater social influences impacting parents’ ability and motivation to engage their children in communication about sexual health. Differences in communication based on gender of children signal to a double standard in the messaging about sexual health and behaviors related to gender and these discrepancies leave adolescents and emerging adults, both males and females, vulnerable at worst to poor sexual health choices and outcomes and at least to being undereducated about sexual health topics. Although these findings give little support for the overall TPB model contributing to the understanding of parental intentions and behavior related PCSHC, the relationship between behavioral beliefs informed by attitudes about the value of PCSHC and parental intentions and behaviors does provide insight to health promoters and educators. Assessing parental attitudes toward PCSHC and tailoring messages and educational opportunities that may improve these attitudes and motivate parents to engage in and seek support for effective PCSHC holds promise. The piloting of a parent education program adapted from a previously evaluated parent sex education programming and the summative evaluation offered by participants gives support for efforts on the part of health promotion and education professionals to invest time, energy, and resources into program design and delivery and recruitment and retention of parents.