Challenging Resistance to Uncomfortable Messages: Obesity Communication Research

Johanna Fawkes; Ralph Tench

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 BourdieuÃ¢Â€Â™s work on the unconscious nature of practice with Gerhard Maletzke'Â€Â™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 language	English
Pages	422
Number of pages	1
Publication status	Published - 2013
Event	International Communication Association (ICA) Annual Conference 2013 - London, UK, United Kingdom Duration: 17 Jun 2013 → 21 Jun 2013

Conference

Conference	International Communication Association (ICA) Annual Conference 2013
Country	United Kingdom
Period	17/06/13 → 21/06/13

UN SDGs

This output contributes to the following Sustainable Development Goal(s)

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title = "Challenging Resistance to Uncomfortable Messages: Obesity Communication Research",

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{\~A}¢{\^A}€{\^A}{\texttrademark}s work on the unconscious nature of practice with Gerhard Maletzke'{\^A}€{\^A}{\texttrademark}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.",

keywords = "Anti-obesity campaigns, Audience resistance strategies, Bourdieu, Health Communication, Maletzke model",

author = "Johanna Fawkes and Ralph Tench",

note = "Imported on 03 May 2017 - DigiTool details were: publisher = ICA, 2013. editor/s (773b) = ICA; Event dates (773o) = 17-21 June 2013; Parent title (773t) = International Communication Association (ICA) Annual Conference 2013.; International Communication Association (ICA) Annual Conference 2013 ; Conference date: 17-06-2013 Through 21-06-2013",

year = "2013",

language = "English",

pages = "422",

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TY - CONF

T1 - Challenging Resistance to Uncomfortable Messages

T2 - International Communication Association (ICA) Annual Conference 2013

AU - Fawkes, Johanna

AU - Tench, Ralph

N1 - Imported on 03 May 2017 - DigiTool details were: publisher = ICA, 2013. editor/s (773b) = ICA; Event dates (773o) = 17-21 June 2013; Parent title (773t) = International Communication Association (ICA) Annual Conference 2013.

PY - 2013

Y1 - 2013

N2 - 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 BourdieuÃ¢Â€Â™s work on the unconscious nature of practice with Gerhard Maletzke'Â€Â™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.

AB - 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 BourdieuÃ¢Â€Â™s work on the unconscious nature of practice with Gerhard Maletzke'Â€Â™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.

KW - Anti-obesity campaigns

KW - Audience resistance strategies

KW - Bourdieu

KW - Health Communication

KW - Maletzke model

M3 - Abstract

SP - 422

Y2 - 17 June 2013 through 21 June 2013

ER -