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

Few people dispute the central role of communication in global public health and development, and its applications in local and international aid programs. Yet questions remain unanswered and new challenges have emerged about the role of communication processes in improving health conditions among communities, and promoting broader social change in international health contexts. The Handbook of Global Health Communication offers a comprehensive overview of contemporary theoretical and applied research issues in global health communication, development and social change. Exploring multiple perspectives and approaches in the study of communication, health and development, this volume provides a comprehensive and up-to-date analysis through a collection of original essays that review and analyze historical, institutional, social, cultural and political dimensions of global health communication. The Handbook covers a wide range of new and established communication approaches, including positive deviance, complexity approaches, participatory communication and edutainment, and addresses health and cross-cutting issues that range from sexual and reproductive health and family planning to gender and human rights, drawing insights and experiences from health programs and interventions from around the world.

“Obregon and Waisbord have assembled an impressively diverse collection of perspectives.  This book will challenge the notions and deepen the understanding of health communication of both the aspiring student and the seasoned practitioner.” - Marc Boulay, Johns Hopkins University “The Handbook of Global Health Communication represents an enormous step forward in bringing health communication fully into the field of implementation science.  Its insights into the practice of health communication and its advances in theory are invaluable for any serious reader of health, communication, and development in the 21st century.” - Ariel Pablos-Mendez, U.S. Agency for International Development “The centrality of addressing the social determinants of health in order to achieve improved population health makes this publication a welcome and essential contribution to the training of public health professionals internationally.” - Sharon Fonn, University of the Witwatersrand, South Africa