Using mass media within health-promoting practice: a nursing perspective

For some time health professionals have recognized the growing importance o f utilizing mass media strategies as part of their health-promoting practic e. The ever-evolving climate of technology and increasing reliance on mass communications has further reinforced the position of mass media initiative s. The enormous potential for mass media resources to reach certain audienc es and influence their health-related behaviours has become particularly we ll established. Despite these facts, however, it is argued that the nursing profession has been less than pro-active in acknowledging, accommodating a nd adopting such practices. Consequently, the incorporation of health-relat ed mass media initiatives into nursing's health-promotional role remains an elusive exercise. The maintenance of such a position, it is claimed, is po tentially damaging for the profession as a whole. In light of this state of affairs, this paper seeks to review the literature surrounding the nature and processes of mass media strategies, their relevance to health promotion and nursing, how they are currently utilized and how they can be incorpora ted further into nursing practice. In conclusion, it is argued that nursing should seek to become a more active user of mass communication/media techn ology - especially in relation to its health-promotional practices.