Mass media contribution to health promotion

For the last twenty years the impact of mass media, popularly called the „Fourth Estate”, on society has increased. The communication between
human beings has been subjected to strong pressure by these forms of communication. The public relations have become a bridge between
people and a perfect place for obtaining information and spreading knowledge on any subject.

Thanks to rapid development of technology, the subject of health promotion has influenced the society increasingly, becoming a significant
source of information on health for an average man. Popular media such as radio, television or omnipresent Internet have a highly educational
impact - planned or unplanned — on public health that is an essential factor in the life of any country. As an excellent and relatively quick means
of interpersonal communication, they impact the attitudes, actions and health-related knowledge of the individual. Health promotion include
both nationwide campaigns, and the activities with a regional reach. Another vehicle for making the knowledge on health and diseases more
common are information found in newspapers, books or any types of documentaries, audio and video spots on the television, radio or in the
Internet. An important impact is that of serial films or popular soap operas. Basic health knowledge is also conveyed by outdoor advertisements.
Characteristic feature of the mass media is that they are common, easily accessible, and thus, to a degree, able to pressure, persuade.
Human health is largely influenced by health prevention and health-related education. These are the features of health promotion, constantly
and notably present in mass media. Its efficiency - improving health and preventing diseases - increases thanks to publications. They have
become, as in many other areas, a medium that is efficient and attracts attention. This improves the chances to reach a large group of recipients.
In the present times and conditions, in health promotion-related activities, cooperation with mass media is essential and fundamental.

Nursing Topics 2010; 18 (2): 239-242