peopleprocreate

[runninthru663withmywoes]

Audience, Part Four, Analysis Activity #3, PH663

McDonald’s segmentation approach is very similar to the approaches used by health communication campaigns. McDonald’s segments to different ethnicities, which is what health communication campaigns tend to do. Health campaigns also tend to target Latinos, African Americans, women and children. McDonald’s provides information on their website in different languages so that their different target populations can access their menu. Health campaigns usually do the same thing with their brochures and pamphlets. McDonald’s has a “culturally humble” approach when it comes to their menu items, often changing their menu based on what country it is in. I think this is something that many health campaigns lack. Health campaigns will usually provide their information in different languages, but don’t change their message or how they deliver their message based on the target audience. I think the biggest distinction between McDonald’s and health communication campaigns is how they target low-income audiences. McDonald’s solution is simple and effective, while many health communication campaigns lack that simplicity. McDonald’s will provide low-income audiences with low cost food that will keep them full for several hours. Health communication campaigns will provide low-income families with “skills” and knowledge on how to eat healthy, but they will not provide them with affordable access to healthy food options.

@globalcommunicationproject

[ph663poster-deactivated20170105]

An excellent analysis of McDonald’s target marketing techniques. It is frightening to see what kind of skill, money and effort we are up against as health communication professionals! McDonald’s clearly has far more resources than we ever would have to run any health communication campaign. Also with a profit motive behind their campaigns, there is a sense of urgency and the need for putting out their best to make sure the company has earned every possible dollar for their shareholders. On the other hand, it often seems that in public health, we do not share that drive to put out the best possible message out there. You are right that we often have well-intentioned but halfhearted approaches when reaching out to cultural minorities besides just printing things in a different language. We need to learn from McDonald’s which develops whole new menus, uses new ingredients, works with cultural and religious needs of its global customers, and changes its advertising campaign completely to keep it culturally appropriate for where it is trying to sell its product. It doesn’t just simply translate the “Big Mac” into Chinese. However, we can’t be too tough on public health campaigns since they often don’t have the same resources, often being part of government of nonprofit agencies that are frequently underfunded.

[peopleprocreate-blog]

I agree with this analysis. Health campaigns do work at targeting all of these cultural groups, and also try to target groups of different income strata. They often also try to target these groups by offering information in various languages. I also agree that they try to address the issues of low income folks by giving them informational resources rather than tangible solutions such as low cost meals. The differences between the usual health campaigns and the sophisticated marketing offered by McDonalds using market segmentation do not stop there for me. McDonalds doesnt just offer food to each of its audience segments, it offers a way of relating to the brand that addresses income, values, and particular needs. For example, the website targeted for latinos offers scholarships. 

[nezzee5-blog]

Audience, Part Four, Research Activity #1, PH 663

Below is an example of inadequate audience segmentation. While the video is attempting to reach a segment of the population (women), it is striving to reach ALL women. While there are common experience among women, there are many differences. The campaign could be better if, through formative research, it attempted to reach sub-segments of women in different ways.

https://www.youtube.com/watch?v=lXDlSzXEujg&feature=youtu.be

Below is an example of a flyer that did a good job at audience segmentation. Instead of reaching all sexually active individuals, it is attempting to reach MSM in a specific region (Houston, TX). This can be more effective than a more generalized approach.

@globalcommunicationproject

[aubreygraham245-blog]

Audience segmenting still feels a little wrong to me. I know that it is an effective way to reach an audience, but it seems like it makes very strong generalizations based on their formative research. I don’t really like the feeling of being targeted in a type of ad or messaging, and being Latina I definitely can tell when something is “meant” to be seen/read by me. I am starting to get used to the idea, and when done correctly I understand the benefit. I didnt think that the heart video was incorrect segmentation. Heart attack and heart disease are prevalent in all socioeconomic groups, and can lead to very serious health consequences. By showing women from different ethnic backgrounds, and allowing them to tell their own story, the audience has a greater chance of relating to the message.

[peopleprocreate-blog]

I find this post interesting as well as the responses. On the one hand, I do agree with some of the responders that this post is targeting women in their 40s and 50s who are at risk for heart disease and in that way segmenting. I would add also that the women all LOOKED like very healthy people and not the kind that one would associate with having a heart attack - and healthy people are more relatable to most women. However, I agree with the original poster that to me this ad does not do as good of a job segmenting as it could. If there is anything I have learned in this class, it is that a public health campaign has a better chance of being effective when accompanied by solid formative research targeting particular groups. Of course there are messages that resonate across various segments, but the message could be much more tailored addressing the concerns of the individual population. Messages that resonate with latina women are very different than those that resonate with African American women, and those may be different from those that resonate with caucasians. More broadly, these tailored messages should be within a larger campaign targeting a particular audience segment in order to motivate behavior change. To me, segmentation is not about discriminating against one person or another - it is about cultural competency. The fact is, our cultures influence how we act, think, and are motivated. They influence our values and nothing helps motivate behavior change than when behavior is inconsistent with values. 

[peopleprocreate-blog]

Audience, Part Four, Analysis Activity #2, PH663

The “This Free Life” campaign targets LGBT audiences. In particular, young LGBT individuals. This is because this audience segment is particularly targeted by the tobacco industry and as a result, they are more likely to smoke. The campaign also uses psychographic segmentation. The values they target are the sense of community that LGBT individuals often feel towards their gender identity. They target people in mostly in the stages of change of precontemplation, and contemplation. They are trying to increase importance of change in the minds of the tobacco users. There are a lot of discussions about how “loving your body” or “bettering myself” are important, so another example of psychographic segmentation in this campaign has to do with people who believe in the “value” of self-love and self-compassion. 

[peopleprocreate-blog]

Audience, Part Two, Analysis Activity #1, PH663

The #leadthebreak campaign does not try to target the audience segment that they are trying to reach. Therefore, the campaign ends up targeting audience segments that are different from it’s original target. The twitter feed is an example. There are tweets from volunteer organizations featuring young people such as Robert Wood Johnson Foundation, responsibility.org, and a number of academically oriented millennials. 

[greyskittycat-blog]

Messages, Part One, Research Activity #1, PH663

http://www.nationalbreastcancer.org/breast-cancer-awareness-month

This website is easy to navigate, inviting with its multicultural group of women, and gives information not only about Breast Cancer Awareness Month but about the disease in general. 

http://www.cdc.gov/features/adultvaccinations/

I think this CDC website is a great example of “Advise”. It is a very simply and easy-to-follow list of the importance of vaccinations, it assists you in figuring out what vaccinations you should already have and what to get, and it address some fears and misperceptions people may have regarding vaccinations (at least for adults). 

This is a solid example of a simple and humorous campaign to get people to take action, or “Activate”. Because of the political times we are in now, it is relatable, it will make people chuckle, and it will get them to think. It is also very large and noticeable as a billboard, whether you are walking or driving. It is definitely encouraging the audience to act and get tested for STDs in case anything is wrong. 

This poster is a good example of “Advocate”. I am not sure where exactly this would be the most effective (i.e. posters in a college, social media, billboards in a less wealthy town in another country, etc.), but I do know that it is a problem that happens all around the world which makes this a very serious issue, calling out to everyone willing to help fix the situation. Websites like http://www.savethechildren.org.uk/ recognize the need to advocate for women and children and utilize ads and websites to deliver their messages. 

https://www.youtube.com/watch?v=89Cqx18fFb8

This video is very funny and does a good job of combining some of the elements of campaign objectives into one ad for STD testing. It lets the audience know where they could go to get more information for testing, it’s advising the viewer that it is in fact not very difficult to get tested, and in my opinion, they are calling on the audience to act by using such an appealing ad.

@globalcommunicationproject 

[peopleprocreate-blog]

I like your examples - particularly for the combined campaign objectives :-). The zombie video is PRETTY appealing. Especially because zombies are kind of “trendy” now and are a theme in everything from TV shows to video games, they appeal to youth. I think its a good example for “Announce”, “Advise”, “Activate”. Not as much for “advocate” but that doesnt mean it doesnt fit into the combined objective category. 

[bigredxoxo-blog1]

Source, Part Four, Research Activity #4, PH663

Message #1 - Stigma Related to HIV 

Logo TV, a cable channel, that primarily focuses on LGBT programming and issues, partnered with Gilead (pharmaceutical company) and released many commercials of men stripping away their attire while talking about the stigma related to HIV. Although watching someone strip was attention grabbing, the commercials were appealing due to the vulnerability (behavioral style) it was presenting. There are a lot of stigmas associated with being a member of the LGBT community in general, and HIV diagnosis is just another to add to the list. The people in the commercials appeared informed (intellect) and were experienced in the subject matter (qualifications). Sure, they may not have been medical professionals, but young sexual minority men who are sexually active hopefully have some insight to the STD/STI/HIV risks associated with sexual activity. The people in the commercials were friendly, inviting and relatable (character). In terms of how the commercials impacted my health behavior, it promoted self-esteem and sense of community involvement. 

Message # 2 - Anti-Smoking 

This anti-smoking campaign really had a lasting impression on how smoking can impact my life, as well as my family’s.  In terms of the commercial included in this post, the reason I considered it a success and having a lasting impression was because the situation was relatable. The people in the commercials were normal lay people, just a basic family. It was definitely a biased commercial with an agenda, but the death of a family member was an honest outcome, presented in a subtle manner. Personally, I have seen many family members be negatively impacted by drugs, so this commercial had a strong impact. In terms of the source, the behavioral style was the most influential. The commercial was not aggressive, it did not seem to try and shove an agenda onto viewers. The message was passive, but presented in a way where viewers would be impacted.

@globalcommunicationproject

[peopleprocreate-blog]

The PSAs by Gilead are really moving. Thank you for sharing these! 

With regards to McGuire, from an “Announce” standpoint, it seems like the main thing they are announcing is the importance of reducing stigma around HIV. However, the issue of stigma is not as problematic in the LGBT community as it is outside of it. I am not sure what they are advising  the audience to do. They seemed to have “Activated” you to become a passionate advocate with regard to HIV stigma. They do fulfill the advocate campaign objective as they stand for not stigmatizing HIV. Other aspects of McGuire’s model also help explain the effectiveness of the messaging in this ad. For example, the “heat” aspect of this message (ie) its emotional appeal is highly sophisticated despite the content being difficult to decipher in terms of intent. I do wonder whether the ads are really about making Gilead’s image better though. 

From a Kotler stand-point, the “Price” is obviously very minimal from these ads in terms of what someone loses from changing their attitudes about HIV stigma. The “Product” is actually tryin gto achieve a societal change with regards to HIV Stigma, and the “Place” is, as you mentioned, LGBT specific media. “Promotion” is obviously mostly TV, and “Place” would be difficult to discern. 

I think both the explanatory models help high-light the strengths and the weaknesses of this ad campaign. 

[bigredxoxo-blog1]

Messages, Part One, Research Activity #1, PH 663

Campaign Objective: Announce

·       HIV and STD Testing at The San Diego LGBT Center

·       http://www.thecentersd.org/other-resources/hiv-and-std-testing.html

Campaign Objective: Advise

·       Facts Regarding E-Cigarettes- Debunking Misconceptions (Negatives)

·       http://www.lung.org/stop-smoking/smoking-facts/myths-and-facts-about-e-cigs.html

Campaign Objective: Activate

·       Let’s Move Campaign by Michelle Obama

·       http://www.letsmove.gov/action

Campaign Objective: Advocate

·       And The Band Played On was a movie about the HIV/AIDS epidemic in the 1980’s. This movie addresses the political and social movements regarding the disease, as well as stigmas associated with the LGBTQ community

Campaign Objective: Combined Objectives

·       #BeTheGeneration Campaign – Eliminate incidence of HIV transmissions in the next ten years

·       Uses Announce (HIV Testing), Advise (Facts about HIV transmission), and Activate (#bethegenration, get tested and use resources)

·       http://www.thecentersd.org/programs/hiv-services/bethegeneration.html

https://www.facebook.com/bethegeneration/about/?entry_point=page_nav_about_item

@globalcommunicationproject

[infinitedelusion-blog1]

I think that all of your choices for representations of McGuire’s criteria of good messages were great! I will say that while I enjoy the Let’s Move Campaign by Michelle Obama, I don’t know that the website itself serves as a good representation of a piece that would necessarily activate people to get up and do more physical activity. Perhaps a poster or tweet or something more manageable to read through than a website would be better used to “activate” change in the audience. This is not to say the program itself is an activator enough, bur rather that the website better fulfills the announce and advise criteria. 

[peopleprocreate-blog]

I particularly like your use of the “#BetheGeneration” campaign for the combined objective. I agree that this one does include “Activate, Advocate, Announce” etc. I also think the “Advocate” campaign objective is a good fit for this campaign as well. It is by the San Diego LGBT center which most certainly would take sides on particular political issues such as same sex marriage and likely on sex education. On the facebook page they also have a get out the vote campaign they are advertising. Great example for McGuires Campaign Objectives overall! 

[nezzee5-blog]

Messages, Part Two, Research Activity #2, PH663

Both messages tap into a fear appeal in a creative way. The smoking related image creates a dark, unappealing image of one’s lungs using cigarettes. This image, combined with lighting and smoke, prompts the audience to imagine their own lungs if they were to choose to smoke. The speeding related message strategically using statistics to compare the differences between seemingly similar car speeds. A juxtaposition between the two stats allows for the audience to see how the impact of going just 10 miles over the speed limit can have on a child’s life.

With that said, I find the speeding related message to be more effective as it promotes response efficacy to the message. After viewing the message, it is clear that one needs to simply go 30 mph in order to reduce the likelihood of fatalities. The action is simple and is can be done by all drivers after seeing the message. On the other hand, the smoking related message fails to support response efficacy. It is clear that the ad is working to prevent and stop smoking behaviors, but there is no support or specific guidelines for the audience to follow. For those who are not smokers, but may be at risk for picking up the behaviors (e.g. teens), the ad only relies on fear to be a motivator to avoid pressures to smoke. This may not be effective, as mentioned in the “this is your brain on drugs” ads. For those who are smokers, fear is not the most effective way at getting one to quit. Most smokers are aware of the harmful effects of smoking and thus need other reinforcers to motivate quitting.

@globalcommunicationproject

[ph402student-blog-deactivated20]

I agree that both messages use fear in a creative way. It is important that the message creates specific goals for the target audience. As stated, the smoking ad only uses fear to deter the audience from smoking. Instead, an approach that uses statistics for the audience may be more useful to prevent smoking in the audience. In addition, the smoking ad should include some ways to curb the behavior when the audience faces it. Without the inclusion of prevention measures and goals, as mentioned, this ad fails to produce a lasting impact. Overall, I strongly agree that the speeding ad effectively provided the audience with a goal and ways to prevent the behavior from happening.

[peopleprocreate-blog]

Nice analysis! I also thought that the second ad using children was a better one, but I had a hard time putting my finger on why. I thought that perhaps people care more about children, but just showing people the distant possibility of cancer didn’t make people feel any more motivated. I think you have pinned it down by discussing the issue of response efficacy. Talking about the fact that a simple change in speed can help save a life does improve efficacy/confidence. I think overall the ad could still use a lot of work. A lot of people might see an ad from the NYC DOT and roll their eyes so it has to be a lot more approachable. The cigarette ad definitely just tells you something you already know without increasing your confidence that you can actually stop smoking. It is far less effective. 

[nezzee5-blog]

Messages, Part Four, Research Activity #4, PH663

https://www.youtube.com/watch?v=NLHYnRCd8sA

The message commercial which promotes 60 minutes of physical activity per day for children advises and activates. It advises by explaining that the physical activity goal does not need to be all at once. Instead, activity can “add up” throughout the day. It activates the primary audience (adults and parents) presenting activities that count as physical activity and giving them a resource for more ideas at the end. Using the Kotler perspective, the “price” of the behavior is presented to be minimal. By breaking down what may be interpreted as a daunting amount of time (60 minutes) into smaller increments, meeting the guidelines may seem more realistic for adults parents to encourage among children. The “product” is physical activity and from the presentation in the commercial it seems to be accessible. The “place” and “promotion” is a TV commercial and would be best broadcasted mid-day and after work hours to reach the intended audience. The “position” this ad must be compare to are other activities that may compete for children’s time (e.g. homework, TV, video games). The product must then be presented in an appealing, fun way.

This message first announces a national service available as a resource for those who are contemplating suicide and those who know someone who may need this particular support. Furthermore, the message also activates the audience to call if support is needed or to prompt someone to call who needs the assistance. From knowledge obtained elsewhere, I am aware that this is a free service. But this particular ad could have explicitly stated that there is no “price” for the service. “Price” in terms of effort required to access the service is minimal as well as the number can be reached anywhere in the United States. This makes the “product” more appealing and a viable option especially in mental health crisis situations. The “placement” of this ad would be best online and in social media platforms that can reach a large audience. It could also be seen in print such as in newspapers and magazines that are well read. The more people are aware of this service, the more it can be used when needed. It can also be given as a handout for professionals who may work with clients so that if a mental health situation were to arise, they would be equipped with a resource. Lastly, in the case of this service, “position” in being compared to other services is most likely desired. This hotline is not, and should not be, all inclusive mental health care. Other mental health services should be promoted alongside this hotline in order to address suicide. 

@globalcommunicationproject

[greyskittycat-blog]

I like that you used the McGuire model and the Kotler model and analyzed two different health communication messages using them – it really made sense and was very thorough. You broke everything down very nicely and I like that for the first ad, you suggested where you thought the best place would be for it and I definitely have to agree with you that showing it on TV would be the best place, perhaps when kids are coming back from school and parents are returning from work. It’s definitely important to know who the primary & secondary audiences are and you pointed that out. I like that with the second health communication post, you clearly identified where the ad was lacking (i.e. is it a free service or will callers have to pay?). It could have been a little bit better, but it has a lot of potential as you pointed out. Your analysis of the whole thing is very good – keep up the good work!

@globalcommunicationproject

[peopleprocreate-blog]

To me, the getting kids active campaign ad is a great one to analyze from a Kotler Perspective. To me, Kotler is about looking at a message in the context of a greater campaign whereas McGuire is about the individual message. This ad can be explained from a Kotler perspective better than from a McGuire perspective. For example, you were even able to come up with an example for the fifth “P” of “Position”. It is also a good ad from a McGuire model because it is a well done message - it has an announce, advise, and activate component. It does not really have an “advocate” position as it does not take a political point of view. 

[nezzee5-blog]

Sources, Part Four, Research Activity #4, PH663

This first commercial, and other like it, made me think more critically about my phone use in the car and I no longer post/text and drive. It was not the only factor that dissuaded me from the behavior, but the message was effective for me. It did a good job at pointing out something we all often do on our phones. From there it places the behavior in the context of something serious: a life-threatening accident. This context frames the behavior as silly, meaningless and not worth risking yours and others’ life for. Also, I found the irony of the situation effective. The post was of what I am assuming to be, her daughter. In the effort to share her on social media, she put her life in danger. This further argues that posting/texting while driving is never worth it.

Bedsider, a reproductive health website, has also served as a useful and effective health communication source for me. Particularly, they have a page where you can compare different birth control methods side by side in order to pick one that is best for you (https://bedsider.org/methods). I find it effective because the information is accurate, yet presented in an easy to understand way. The pros (e.g. effectiveness, ease of use) and cons (e.g. health side effects) of each are outlined in a non-threatening way. From there, I have been able to have more informed conversations with my doctor. 

@globalcommunicationproject

[peopleprocreate-blog]

I have seen similar ads to this, and every time I pull out my phone in my car, I think of them. I am ashamed to say that it hasnt always changed my behavior, but I have definitely put down the phone thinking about these types of ads. I think that the “primary source” in this ad is an effective one - a mom talking to her daughter. She also appears young, which can help younger women identify with her. I also think its great that a cell phone company is trying to promote a public health issue in this way. Being the secondary or peripheral source certainly works for them! 

[nezzee5-blog]

Sources, Part One, Research Activity #1, PH663

“Buddy Check on 22″ is a campaign that comes from a well-organized source. It is tied to an important, memorable statistic and is simple to remember each month. Also, because the campaign serves to be a reminder for veterans to use their own social media pages to check on fellow veterans, the campaign grows and accommodates to all social networks and can grow quickly. 

On the other hand, “Peter the PTSD Awareness Penguin” is single page of approximately 160,000 followers. The page generator, Matthew I. Day, explicitly states that he is not a mental health professional and that the page is just for veterans to connect with one another. From my time on the site, the humor appears to be crude and not always on the topic of mental health. For example, there was a post poking fun at Hillary Clinton in the presidential debate.

Both campaigns’ sources are veterans themselves which makes for a more appropriate, and better tailored message. However, “Buddy Check on 22″ appears to come from a more credible source. With the campaign focused on a specific health statistic, the campaign remains directed at the health issue at hand: suicide prevention. The “Peter the PTSD Awareness Penguin” comes from a well-meaning source, but the source content of the page can come from anyone. Instead of a directed message to check on other veterans, the Facebook followers are free to post on any topic. While it is important to have social networks, like this page, to support mental health, the mission can be easily diverted.

@globalcommunicationproject

[peopleprocreate-blog]

At first glance, it might appear that there is a concern that Peter the PTSD Penguin could end with the mission being diverted because the members are free to post on any topic, but the good thing is that there is a moderator for this message board. In my opinion, this would help the community stay on message even more. It is my belief that the moderator is leveraging the power of the veterans who post on various topics to create an accepting community, which can then be used as an even more powerful source. 

I do agree that the Buddy check on 22 campaign is more likely to spread because of how it can be used on multiple social media platforms. However, because it is such a decentralized campaign, the message could end up taking on different forms. For example, the buddy check could end up being less about suicide prevention and more about other issues. Not that this is an undesired outcome - but just driving home the point that a decentralized campaign such as this has to have the messaging it really wants to preserve built into its DNA, whereas a campaign that is built on a facebook group can be more easily redirected if diverted from its original mission. 

[ph663poster-deactivated20170105]

#source #part two #research activity 2 #PH663

Hillary Clinton’s Humans of New York piece

http://www.humansofnewyork.com/post/150127870371/i-was-taking-a-law-school-admissions-test-in-a

In a political environment, where even several women are against Hillary Clinton for being “cold”, “standoffish”, she was able to effectively connect with other American women through her short but powerful piece in the Humans of New York. Here she let us feel that however different our lives may be from hers as an economically and socially privileged white woman’s, we are all still women in the end, facing the same struggles, fighting the same battles, inching our way forward to achieve what appears to be a little easier for men. We are held to double standards, scrutinized more heavily by both the press and society. After reading this piece, I certainly felt like I was “with her”.

Donald Trump tried to connect with the economically disadvantaged, blue-collar white communities in his acceptance speech whose transcript is below.

http://www.politico.com/story/2016/07/full-transcript-donald-trump-nomination-acceptance-speech-at-rnc-225974

Here, he claims he knows about this community’s struggles because of how his father loved to mix with “them” while running his many business empires. If find that he is very ineffective in trying to make this connection. He does not describe any personal involvement or struggles that in any way mirrored what the poor working-class white community is facing now.

[peopleprocreate-blog]

Could not agree more with this post! Hillary Clinton’s main issue is establishing an emotional connection with anyone. She is someone who falls into the category of white woman professional, but has a hard time connecting even with that audience because of her high level of achievement. In this piece, she talks about how she is a flawed individual. Everyone is flawed, and often has difficulties communicating. This piece helps people identify with Hillary as an emotionally incomplete person, just like anyone else, without compromising her professionally. 

[ph663poster-deactivated20170105]

#source #part four #research activity 4 #PH663

Breast cancer screening recommendations changed by the US Preventive Task Force (USPTF)

https://www.uspreventiveservicestaskforce.org/Page/Document/UpdateSummaryFinal/breast-cancer-screening

My beliefs for breast cancer screening for myself have changed since reading the recommendations for breast screening by the USPTF. There is considerable controversy over their recommendations because based on meta-analysis of outcomes after years of mammograms, they recommend fewer and later screenings, compared to other organizations such as the American College of Radiology and The American Society of Clinical Oncology. Why have I chosen to go with the USPTF’s recommendations, rather than the other more respected and certainly more powerful organizations such as the ACR and the ASCO. First I am able to access the same studies used by the USPTF in coming up with the recommendation and deciding for myself if I agree with them. Secondly, I have to question the motivation of the sources. The USPTF is an independent organization that preventive services from a public health standpoint and not from an individual standpoint. It also has nothing to lose, unlike the members of ACR and ASCO who have millions to lose if fewer women choose to undergo breast screening - less need for oncological and radiological services. Doctors are still human, and when there is a large amount of money involved, they can always justify their services in terms of missing the one person who has breast cancer who might have been helped if she were screened earlier or more often. But we are talking about a population and not individuals when it comes to making screening recommendations and need to be mindful of population and not individual outcomes. USPTF, according to the EPPM (1992) was able to change my perception of susceptibility and my self-efficacy to follow their recommendations.

Fructose claims by Dr. Lustig

https://www.youtube.com/watch?v=dBnniua6-oM

I was quite affected by the message from UCSF endocrinologist Robert Lustig about sugar, especially fructose in high concentrations, in the American diet, and which did make me avoid foods with large quantities of high fructose corn syrup. At a time when there was a lot of hype, misinformation and public hysteria, I turned to a well respected, knowledgeable expert for answers. According to research by Belro (1969) and McCroskey (1966), Dr. Lustig possesses all the characteristics of a credible source. He is certainly well qualified to talk on the subject, and is likely very intelligent to have risen to such academic ranks, comes across as a person of integrity and honesty, and has a calm and commanding behavioral style in his video that I have linked to below. Having said that, one still needs to critically appraise his motivations for promoting his beliefs. Is he just another anti-sugar prophet similar to the anti-fat prohet Ansel Keys of the 1950s. We are fortunate that in this age of technology, we can confirm or dispute Dr. Lustig’s facts from other neutral sources, an opportunity that the public in the 1950s did not have to do the same with Keys’ claims.

[peopleprocreate-blog]

I agree that Robert Lustig is someone that seems like a great source from the outset. He is a researcher at an institution like UCSF, and is very highly published. He certainly possesses many of the qualities of a credible source according to the scales suggested by the NIH by Belro and McCroskey. 

He cares deeply about the subject, and for many obese individuals who feel like they have tried everything, it may feel like finally they have found a reason for why they have not been able to lose weight despite doing everything right. The fact is, many people do not really know how much they are eating, and neither do the parents of obese children. When they start self-monitoring, they really start to realize what they are doing wrong. Is Dr. Lustig thinking about the public health implications of what he is saying by potentially validating the feelings of many people who may not actually be following guidelines? 

The other issue is that I think that Dr. Lustig can have the problem often associated with being overly charismatic. He often comes off like another person with all the answers, which can feel a bit too familiar to many obese people who have had a lot promised to them. Especially the part where he challenges all the conventional wisdom up to now - in this video, he mentions that the conventional wisdom of calories in and calories out is wrong. This can be very confusing to the average person who is trying to make sense of the nutrition wisdom that is out there. 

[peopleprocreate-blog]

Sources, Part Six, Research Activity #5, PH663

@globalcommunicationproject

This ad is for the got milk campaign. This one is marketing milk as helpful for weight loss. The problem is that they are using Dr. Phil, who is neither considered fit nor an expert on weight. It is true that he wrote a book on weight loss, but he is an expert on behavior, not nutrition. Finally, since he himself is not really that fit, it would be hard for the average person to trust him with regard to weight loss (this doesnt mean people who are not fit dont have knowledge about weight loss, but people who are not perceived to be fit often lose credibility when talking about weight loss.). He is not a peer, so he would have to be considered an expert. 

[peopleprocreate-blog]

Sources, Part Six, Analysis Activity #2, PH663

@globalcommunicationproject

In the “I’m not a doctor but I play one on TV” ad, actor Peter Bergman is the express source as well as the central source. He is the main deliverer of information, with his face featured prominently in the ad. He is speaking directly to the consumer.  The implied source is the company that makes the Vicks cough syrup product. There is no “this message is sponsored by” tag-line for us to know for sure. Since the vicks company is not the deliverer of the message, it is the peripheral source. 

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Sources, Part five, Analysis Activity #1, PH663

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This source has almost zero credibility with the target audience. As an actress, Helen Mirren is not an expert. As an elderly female, she is not a peer. As a British person, she is ill-equipped to speak about drinking on the night of an event that is pretty American, such as the super bowl. 

Looking at some of the source credibility scales by the NIH, it seems as though Helen Mirren doesnt do well. For example, on the safety construct, the dimensions are Kind, Safe, Friendly, Just and Honest. It is hard to pin her down on any of these. On the qualification construct it is easy to see why she would not score well. With regards to Dynamism, the dimensions are Aggressive, Emphatic, Bold, Active, and Energetic. She may score well on these. 

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Sources, Part Four, Research Activity #4, PH 663

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The above media clip is a Ted Talk by Andy Puddicombe, the founder of headspace. I have been trying for a long time to meditate more, and this was a clip likely more than any other that got me to start meditating. I actually did use his service which is great, but his talk certainly motivated me. 

Looking at his credibility from the standpoint of the NIH: 

Character: It is hard to believe that anyone who would go to the himalayas to study meditation and become a monk would be in this for any other reason than to spread the good word about something good. He also carries with him an aura of peace. Perhaps the history of being a monk in the himalayas also adds to his qualifications. 

Intellect: The talk helped me understand certain aspects of meditation. For example, the idea of looking at things with curiosity, or that meditation is not really about stopping thoughts, but more about letting the thoughts come and go without judgement with a mind frame that is RELAXED but also FOCUSED. Also, the British accent may appeal to the subconscious - I think it certainly did for me. 

Qualifications: Again, the history of being a monk. Also, the history of having used meditation for personal growth to get through an issue. 

Behavioral style: He has a dynamic style - he has a calming voice and is quite charismatic overall. Very reassuring. 

Another media clip that helped me change my behavior was this Ted Talk by Brene Brown. 

Not so much a lifestyle change, but a change in behavior - I learned to at least attempt at not giving advice, but try to listen and empathize. She also fulfills many of the above characteristics. As a researcher, she has credibility and obviously is smart. Her demeanor is friendly and compassionate.