The influence of communication stress on the effect of health communication campaign

This research recognizes the necessity of executing the research that reflects the unusual properties of the health communication based on the mutual interactive relationship.

An interview was conducted targeting 20 communication specialists about 56 health communication campaigns concerning the health specialists who worked for more than 10 years in the advertising field. 5 kinds of health communication campaigns were drawn as the representative health communication campaigns by reflecting these specialists’ opinions. And a survey was carried out about the efficacy of health communication campaign, communication stress, and ability to cope with the communication stress.

The academic implications which appeared as a result of this study can be summarized as follows. First, this study is significant in having examined the effectiveness of the health communication campaign from the viewpoint of communication stress and drawn the implications on the ultimate purpose of the health communication campaign study is to convey the health-related information through the media or the interpersonal communication channel, furthermore, to change people’s health-related behavior ultimately. Second, this study is significant in having examined the health communication campaign effect from the perspective of the communication stress as an unintended negative effect of the health communication campaign, and drawn the implications on it. Like this, although the communication provides the positive emotion or information, the negative emotion or perception caused by the advertising skepticism occurs. That is, this study provides implications on the objective and right understanding of the health communication campaign by examining the unintended result compared with the study concentrating on the intended and positive result on the health communication campaign.

The future study should be conducted focusing on the age being concerned about the health campaign and the variables which can be influenced the health campaign.