The Persuasion In The Health Communication

The thesis is aim to solve some problems in the health communication by persuasive methods. In health communication, for the reasons of ideology, national culture and political system, people contain their own attitudes about health and disease. These attitudes include the repulsion to the non-healthy groups, the panic about disease and the ignorance of disease in the non-healthy groups. On the other hand, a study field of persuasive communication is the investigation of attitude. The goal of the application of persuasive means in the health communication is to change some negative attitudes of people and to construct their positive ones. And in the area of persuasive communication, the study about the audience attitude involve Hoveland's learning approach, Leon Festinger's consistency theory approach and Daniel Katz's functional approach. But the beginning points among the three approaches are different. Learning approach is focus on the persuader. Consistency theory approach takes attention to the interaction between persuader and persuadee. And Functional approach emphasizes persuadee. For the purpose to comprehend health communication, we will find that we need to analyze the origination, development of persuasion and the reception of people by the above three approaches. By C · Shannon's...