A renewed media-mix, based on the dynamic transactional model, for communicating the harms of alcohol to women in New Zealand

Abstract

Public health messages are traditionally disseminated using mass media that typically are unidirectional or one-way communication. Consequent to the current media proliferation, two-way communication channels are also available for publishing health messages. Though they differ in operation, they co-exist which is explained by the media complementarity theory. This study reports research that identified the sources that women of childbearing age in New Zealand prefer when seeking information concerning alcohol and pregnancy. Service-dominant logic provided a framework for simultaneously examining the media that were fundamentally different. The information sources were formulated into a media-mix based on the theory of dynamic transactional model (DTM). DTM accounted for media complementarity, combining the one-way and two-way communication channels into a unified communication process and is recommended for use in health promotion.

Keywords: alcohol during pregnancy; dynamic transaction model; health promotion; media complementarity; media-mix.