CHAPTER 26 Public Health Practice in Co a Knowledge is necessary, but is not in itself sufficient increase the problem-solving ability of entire communities produce behavior changes through achieving concrete changes towards social cause. Perceptions, motivations, skills, and social environment The theory includes several key concepts. Empowerment is are key influences on behavior a social action process that improves community's confi dence and life skills beyond the topic addressed. Empower Some well-known theories governing social change are ment is any social process that allows people to gain mastery social cognitive theory, community organization and other over their life and their community. For example, individual participatory approaches, diffusion of innovations, and in a community may feel more empowered as they work ommunication theory, Taken together, these theories can be together to strengthen their cultural identity and their com- ed to influence factors within a social-ecological frame- munity assets. Empowerment builds community capacity work, as follows: Interpersonal: Family, friends, and peers provide role nity to mobilize, identify, and solve social problems. It models, social identity, and support. Organizations: Organizations influence behavior through sen rganizational change, diffusion of innovation, and social many wavs such as through skill-building workshops that marketing strategies allow members of the community to become more effective Community: Social marketing and community organizing leaders n change community norms on behavior Critical consciousness is a mental state by which members Public policy: Public opinion process and policy changes a community recognIze the need for social change and are can change the incentives for certain behaviors and make ready to work to achieve those changes. Critical conscious them easier or more difficult (e ., taxes on high-sugar ness can be built by engaging individuals in dialogues, thei Although behavior can be changed directly through any Social capital refers to social resources such as trust, reci- ments also have a powerful impact on behaviorenviron of these levels, the physical, regulatory, and political procity, and civic engagement that exist as a result of network between community members. Social capital can connect individuals in a fragmented community across social bound A. Social Cognitive Theory aries and power hierarchies and can facilitate community building and organization. Social networking techniques Social cognitive theory(SCT) is one of the most frequently and increasing the social support are vital methods that Ised and robust health behavior theories, It explores the build social capital reciprocal interactions of people and their environments and Media advocacy is an essential component of community the psychosocial determinants of health behavior(see organizing. It aims to change the way community members look at various problems and to motivate community Environment, people, and their behavior constantly influ- members and policy makers to become involved. This occurs ence each other (reciprocal determinism). Behavior is not hrough a reliable, consistent stream of publicity about an mply the result of the environment and the person, just as organizations mission and activities, including articles and the environment is not simply the result of the person and news items about public health issues. Media advocacy relies behavior. According to SCT, three main factors affect the on mass media, which make it expensive. In the 21st centur likelihood that a person will change a health behavior: (1) social media and games can generate extensive publicity with self-efficacy(see Chapter 15),(2) goals, and(3)outcome minimal investment. Table 26-2 summarizes how social expectancies, in which people form new norms or new expec- marketing, public relations, and media advocacy comple- tations from observing others(observatic ment each ot B. Community Organization I. Participatory Research A heterogeneous mix of various theories covers community Immigrants and racial or ethnic minorities often distrust the organization. The social action theory describes how to health care system, making it more difficult for researchers able 26-2 Relationship of Social Marketing, Public Relations, and Media Advocacy Social Marketing Public Relations Media Advocacy Message focus Look at me Enhance image and Change your behavior relationship with public Individuals at risk General public Effect Individuals Social Benefits Motivates individual Develops strategic relationships Community change through policy Generates support for cause ModifiedfromMediaAdvocacytoAdvancePublicHealthPolicyUclaCenterforHealthpOlicyResearch2002.http://www.healthpolicy.uclaedu/healthdata/tw_media2.pdf