This was an experimental study designed to determine the relative effectiveness of diffusion and participatory strategies (in health campaigns) and the effect of caste on the dependent variables of knowledge, perception of risk, and behavioral involvement that were conceptualized as contributing to leprosy destigmatization in Madhya Pradesh state, India. The multivariate analysis of covariance (MANCOVA) procedure found significant difference between the communication treatments on the dependent variables. The discriminate analysis procedure was used to locate the source of the difference. This procedure identified two significant discriminant functions: cognitive-affective and behavior-affective dimensions. The participatory treatment showed higher knowledge and lower perception of risk on the cognitive-affective dimension, and higher behavioral involvement on the behavior-affective dimension, but the diffusion treatment showed only lower self-perception of risk on the behavior-affective dimension. The study concluded that participatory strategies promoting dialogue and interaction and incorporating people's knowledge and action component result in increased knowledge, lower perception of risk, higher behavioral involvement, and, hence, destigmatization.
BT - Journal of health communication C1 - http://www.ncbi.nlm.nih.gov/pubmed/10977261?dopt=Abstract DA - 1998 Oct-Dec DO - 10.1080/108107398127148 IS - 4 J2 - J Health Commun LA - eng N2 -This was an experimental study designed to determine the relative effectiveness of diffusion and participatory strategies (in health campaigns) and the effect of caste on the dependent variables of knowledge, perception of risk, and behavioral involvement that were conceptualized as contributing to leprosy destigmatization in Madhya Pradesh state, India. The multivariate analysis of covariance (MANCOVA) procedure found significant difference between the communication treatments on the dependent variables. The discriminate analysis procedure was used to locate the source of the difference. This procedure identified two significant discriminant functions: cognitive-affective and behavior-affective dimensions. The participatory treatment showed higher knowledge and lower perception of risk on the cognitive-affective dimension, and higher behavioral involvement on the behavior-affective dimension, but the diffusion treatment showed only lower self-perception of risk on the behavior-affective dimension. The study concluded that participatory strategies promoting dialogue and interaction and incorporating people's knowledge and action component result in increased knowledge, lower perception of risk, higher behavioral involvement, and, hence, destigmatization.
PY - 1998 SP - 327 EP - 44 T2 - Journal of health communication TI - Public communication campaigns in the destigmatization of leprosy: a comparative analysis of diffusion and participatory approaches. A case study in Gwalior, India. VL - 3 SN - 1081-0730 ER -