Minji Kim, Ph.D., faculty member in the University of South Carolina's Arnold School of Public Health, will be the speaker for the first Mary Junck Research Colloquium event of the calendar year Nov. 3 in the Curtis Media Center. We invite you to join us for lunch starting at 11:30 a.m. in the Curtis Media Center, rooms 201-202, followed by Dr. Kim's talk at noon. Please register below.
University of South Carolina
Using Communication to Enhance Health Equity – Theoretical and Methodological Implications
Reflecting unique characteristics of the target audience in message development and dissemination processes, targeted and tailored health communication designed for under-served populations can be a very effective way to enhance health equity. While it is generally known that targeted and tailored messages are more persuasive than generic messages, more research is needed to better understand when tailoring works, and why it works when it does.
Dr. Kim's research program involves developing and evaluating effective health campaign messages with emphasis on high-risk and under-served populations, including racial/ethnic minorities and youth. This talk will discuss what various targeting strategies based on message effects theories (e.g., content- vs. format-based targeting), and valid and reliable message testing protocols to determine the persuasive effectiveness of health messages, using tobacco control research projects as examples.