Challenging Resistance to Uncomfortable Messages: Obesity Communication Research

Johanna Fawkes, Ralph Tench

Research output: Other contribution to conferenceAbstractpeer-review

Abstract

Communication on health issues often founders on the avoidance or denial of key messages by intended recipients. This paper explores the development and application of a research methodology combining elements of Pierre Bourdieu’s work on the unconscious nature of practice with Gerhard Maletzke'€™s psychological model of communication.This novel approach was used to evaluate an anti-obesity campaign in Sheffield, UK during 2010-11 which targeted key gatekeepers in the message chain; their responses generate useful insights into resistance to uncomfortable communication.
Original languageEnglish
Pages422
Number of pages1
Publication statusPublished - 2013
EventInternational Communication Association (ICA) Annual Conference 2013 - London, UK, United Kingdom
Duration: 17 Jun 201321 Jun 2013

Conference

ConferenceInternational Communication Association (ICA) Annual Conference 2013
CountryUnited Kingdom
Period17/06/1321/06/13

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