Issues in Communicating the Avian Influenza Pandemic
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document in English
medical studies
presentation
published 05/06/2008
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level : Advanced
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Summary
The threat of avian influenza is one that differs significantly from the annual dose of flu we experience, and the occurrence of an influenza pandemic would be devastating if the public relied only on its current typical flu attitudes and practices. Avian influenza presents an enormous challenge to all public health and medical fields, but perhaps one of its greatest difficulties will be communicating information to the public in a manner that yields an effective and controlled response. Influenza has a long and rather involved social history attached to it, yet despite its ever-changing viral and social effect, the flu has developed a rather recalcitrant connotation, so that the general public views the flu as a chronic and lackluster affair. Therefore, the issue that health communicators must overcome is the gap between the public’s understanding of influenza, and the reality of the behaviors and perceptions necessary to handle the avian flu pandemic.
Table of Contents
- Influenza already has such a strong presence within society
- The public's lack of full attention to preventive influenza behaviors is a result of the comfort zone they have developed with the flu
- This media would be effective if its theoretical messages were successful
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