Community Research and Development Information Service - CORDIS

Public Administration's Intercultural Health Communication

Contributed by: Rey Juan Carlos University

There exists a research field so far underdeveloped: Public Administration’s Intercultural Health Communication. It is an emerging field as it is only recently when Public Administrations started to consolidate as communicating actor in the intercultural context. Dr. Moreda's PhD dissertation presents an analysis of the materials that Spanish Public Administrations have targeted towards immigrants during the first decade of this century with the ultimate goal of describing their suitability.
Public Administration’s Intercultural Health Communication constitutes an emerging field of research both in Spain and Europe. In the case of Spain, it is only from 2000 when Public Administrations start to consolidate as a communicating actor in the intercultural context. The fact that the Public Administration is established as one of the stakeholders in the intercultural context is, without doubt, very important, not only for individual health, but also for population and Public Health.

Elsa Moreda’s PhD Dissertation, supervised by Prof. Dr. Esther Martínez and Prof. Dr. Ricardo Vizcaíno from the Communication and Social Sciences Department of Rey Juan Carlos University, in Madrid, found a growing interest in developing the analysis of cultural suitability of health communication materials in the United States but a significant gap in similar research in Europe and, more specifically, in Spain.

Therefore, the work sought to fill in this gap by focusing on the analysis of health communication materials developed by Spanish Public Administrations in 2000-2010 and targeted to immigrants. In particular, it focused on the cultural suitability of materials, analyzed through an own protocol of analysis.

Based on a content analysis of the materials, roof for improvement with regards to the cultural suitability of Public Administrations’ Intercultural Health Communication is found, specifically with regards to the adaptation of both images and texts.

The work presented by Elsa Moreda is one of the first that have focused on the analysis of Public Administrations’ Intercultural Health Communication. In this sense, it represents an important step towards the systematic evaluation of Public Administrations’ communication strategies.

The work by Elsa Moreda seeks to provide recommendations for the development of future Health Communication materials and stressed the necessity to increase the number and quality of the analysis of cultural suitability of health materials that result in improved planning, implementation and evaluation of materials and campaigns.



    Rey Juan Carlos University

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  • Spain


Communication, Health, Intercultural, Immigrant, Public Administration
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