Resumo

PRIETO-RODRIGUEZ, Adriana; MORENO- ANGARITA, Marisol  e  CARDOZO-VASQUEZ, Yency S. Design of a communicative model from a social perspective oriented to the physical activity case. Rev. salud pública [online]. 2006, vol.8, suppl.2, pp.81-93. ISSN 0124-0064.

Objective A communication model was designed and put into practice, in the form of a Network throughout three regions in Colombia; Bogotá, Antioquia and Quindío. Based on a macro-intentional model, this network was aimed at strengthening understanding around the subject of physical activity among those people affected by the issue, from a multidimensional perspective. Methods The test population was defined and working groups were formed around three strategies: social production, transmission and democratization, during a three-month period. Results Messages were developed based around the ideas of the community producers themselves; the initial concepts were widened to include the body, self care, physical activity and health. Conclusions Communication models related to health, aimed at developing personal skills including the ability to communicate and build shared experience, can be assimilated and incorporated into broadcasts on health issues. This model serves as a communication strategy which strengthens the building of shared broadcasts on health issues. This kind of focus requires the development of local activity and capacity-building within the community.

Palavras-chave : Communication; communications media; persuasive communication.

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