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Abstract: This study examined the mass media and personal characteristics leading to health communication inequality as well as the role of certain factors in health communication's mass media process. Using both sociodemographic variables and Maletzke's model as a basis, we investigated the relationship between selected components of the mass communication process, the receiving of reliable health information as a result of health communication, and the condition of its use. The study involved 1853 people in Turkey and was structured in two parts. The first part dealt with questions regarding sociodemographic characteristics, the use of the mass media and the public's ability to obtain health information from it, the public's perception of the trustworthiness of health information, and the state of translating this information into health-promoting behaviours. In the second part, questions related to the mass communication process were posed using a five-point Likert scale. This section tried to establish structural equation modelling using the judgements prepared on the basis of the mass media model. Through this study, it has been observed that sociodemographic factors such as education and age affect individuals' use of and access to communication channels; individuals' trust in and selection of health information from the programme content and their changing health behaviours (as a result of the health information) are related to both their perception of the mass communication process and to sociodemographic factors, but are more strongly related to the former. (Global Health Promotion, 2015; 22(2): 20-30)
Keywords: health communication, mass media, health promotion
Introduction
Health promotion is a process that enables an increase of control over the determinants of health status. This is accomplished by strengthening both individuals' skills and capabilities, and the capacity of groups to change the many conditions that affect health, particularly the social and economic causes (1). Health communication, in accordance with a health-promotion approach, is both an art and technique that informs, influences, and motivates individuals, institutions, and the public about significant health issues. It aims to improve behaviours by ensuring the continuity of information, faith, and attitude with behaviour, and to ultimately promote health by encouraging social changes (2,3). Advances in the protection and promotion of health in science and communication have been an important milestone for this discipline, which is a new...