The Department of Communication will host the latest in their colloquium series from noon to 1 p.m. Wednesday, Nov. 30, in room 336 in Xavier Hall.
Hyunmin Lee, Ph.D., assistant professor of Communication, will present "Breaking Down Barriers: Alpha and Omega Message Strategies for Strategic Health Communication."
It is not uncommon for strategic health communication messages to fail or even backfire. One theoretical explanation to this phenomenon is psychological reactance. According to the theory, there is a strong desire in human nature to act as individual agents, and persuasive attempts of any kind may pose threats toward such independence, thus causing persuasive messages to fail.
Understanding such challenges, the purpose of this study introduces increasing source credibility as an alpha strategy (emphasizing positive, attractive aspects of the message) and attenuating reactance as an omega strategy (decreasing avoidance forces that guard against persuasion) for effective health persuasion.