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Public Communication Campaigns in The Destigmatization of Leprosy: A Comparative Analysis of Diffusion And Participatory Approaches. A Case Study In Gwalior, India

Title:Public Communication Campaigns in The Destigmatization of Leprosy: A Comparative Analysis of Diffusion And Participatory Approaches. A Case Study In Gwalior, India
Author:Pradeep K. Krishnatray
Publication:Journal Of Health Communication / Routledge, part of the Taylor & Francis Group
Enumeration:Vol. 3, No. 4 pp.327 - 344 / November 1, 1998
Abstract: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 involve ment 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 .

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