Abstract

THE ROLE OF MASS MEDIA COMMUNICATION ON HEALTH PROMOTION OF CARDIOVASCULAR DISEASES

Dr. Burra Vijitha*

Abstract

The health of populations throughout the world is seriously compromised by the ubiquitous occurrence of Cardiovascular diseases (CVD). Most important are the atherosclerotic and hypertensive diseases, mainly ischemic heart disease and cerebrovascular disease. These 2 conditions have been projected for the year 2020 to rank first and second in frequency among causes of death, first and third among causes of years of life lost, and first and fourth among causes of disability-adjusted years of life lost. Together, they dominate all other contributors to the global burden of death and disability. The ―established‖ or ―traditional‖ CVD risk factors—high blood pressure, adverse blood lipid profile, diabetes mellitus and obesity and smoking—have been addressed in recommendations, policies, and guidelines beginning a half-century ago. The Global burden of disease study has demonstrated that the commonly recognized risk factors jointly account for 80% of the burden of ischemic heart disease and 65% of the burden of stroke globally. Public health professionals have begun to explore the use of mass media as a means for health promotion. The framework encompasses four distinct levels of audience such as individuals, networks, organisations, communities. Media can be used as educator, supporter, program promoter, supplement for health promotion. Bridging the gap between micro level interventions and macro level is one of the greatest challenges facing health promotion. simultaneous intervention across multiple levels is needed to harness the strengths of both micro and macro approaches. The movement called ―civic journalism‖ or ―the new public journalism‖ seeks a different role for the media that commit them more explicitly to seeking the public through proactive partnerships with community groups. There by explore partnerships as the basis for empowering media, public, community in the cause of CVD prevention, health promotion.

Keywords: Mass Media Communication, Cardiovascular Diseases (CVD), Civic Journalism, Stroke and Public Health.