Notes on Contributors x Acknowledgments xxi Introduction 1 Part I Perspectives on Communication and Global Health 7 1 Theoretical Divides and Convergence in Global Health Communication 9 Silvio Waisbord and Rafael Obregon 2 New Perspectives on Global Health Communication: Affirming Spaces for Rights, Equity, and Voices 34 Collins O. Airhihenbuwa and Mohan J. Dutta 3 Rethinking Health Communication in Aid and Development 52 Elizabeth Fox 4 Toward a Global Theory of Health Behavior and Social Change 70 Douglas Storey and Maria Elena Figueroa Part II Theoretical Perspectives on and Approaches to Health Communication in a Global Context 95 5 The Impact of Health Communication Programs 97 Jane T. Bertrand, Stella Babalola, and Joanna Skinner 6 Promoting Health through Entertainment-Education Media: Theory and Practice 121 William J. Brown 7 Interpersonal Health Communication: An Ecological Perspective 144 Rukhsana Ahmed 8 Community Health and Social Mobilization 177 Catherine Campbell and Kerry Scott 9 Health, News, and Media Information 194 Jesus Arroyave 10 Using Complexity-Informed Communication Strategies to Address Complex Health Issues: The Case of Puntos de Encuentro, Nicaragua 215 Virginia Lacayo 11 Community Media, Health Communication, and Engagement: A Theoretical Matrix 233 Linje Manyozo 12 Global E-health Communication 251 L. Suzanne Suggs and Scott C. Ratzan 13 Managing Fear to Promote Healthy Change 274 Merissa Ferrara, Anthony J. Roberto, and Kim Witte 14 Innovations in the Evaluation of Social Change Communication for HIV and AIDS 288 Ailish Byrne and Robin Vincent Part III Case Studies of Applied Theory and Innovation 309 15 Mobile Phones: Opening New Channels for Health Communication Katherine de Tolly and Peter Benjamin 311 16 Social Marketing and Condom Promotion in Madagascar: A Case Study in Brand Equity Research 330 W. Douglas Evans, Kim Longfi eld, Navendu Shekhar, Andry Rabemanatsoa, Ietje Reerink, and Jeremy Snider 17 Participatory Health Communication Research: Four Tools to Complement the Interview 348 Karen Greiner 18 Egypt's Mabrouk! Initiative: A Communication Strategy for Maternal/Child Health and Family Planning Integration 374 Ron Hess, Dominique Meekers, and J. Douglas Storey 19 Risk Communication and Emerging Infectious Diseases: Lessons and Implications for Theory-Praxis from Avian Infl uenza Control 408 Ketan Chitnis 20 Journalism and HIV: Lessons from the Frontline of Behavior Change Communication in Mozambique 426 Gregory Alonso Pirio 21 jovenHABLAjoven: Lessons Learned about Interpellation, Peer Communication, and Second-Generation Edutainment in Sexuality and Gender Projects among Young People 444 Jair Vega Casanova and Carmen R. Mendivil Calderon 22 Changing Gender Norms for HIV and Violence Risk Reduction: A Comparison of Male-Focused Programs in Brazil and India 469 Julie Pulerwitz, Gary Barker, and Ravi Verma 23 Women's Health and Healing in the Peruvian Amazon: Minga Peru's Participatory Communication Approach 488 Ami Sengupta and Eliana Elias 24 Positive Deviance, Good for Global Health 507 Arvind Singhal and Lucia Dura 25 Health Promotion from the Grassroots: Piloting a Radio Soap Opera for Latinos in the United States 522 Maria Beatriz Torres 26 "Children can't wait": Social Mobilization to Secure Children's Rights to Social Security 539 Shereen Usdin and Nicola Christofides Part IV Crosscutting Issues 557 27 Capacity Building (and Strengthening) in Health Communication: The Missing Link 559 Rafael Obregon and Silvio Waisbord 28 Institutionalizing Communication in International Health: The USAID-Johns Hopkins University Partnership 582 Jose Rimon II and Suruchi Sood 29 Communication and Public Health in a Glocalized Context: Achievements and Challenges 608 Thomas Tufte Part V Conclusions: Rethinking the Field 623 30 Toward Social Justice in Directed Social Change: Rethinking the Role of Development Support Communication 625 Srinivas R. Melkote 31 Conclusions: Why Communication Matters in Global Health 642 Silvio Waisbord and Rafael Obregon Index 652