Investigating the contexts that shape health-oriented communication behaviors with a qualitative approach

Subject Areas : sociology

aliasghar shadjoo ¹ , Mohammad Abbaszadeh ² , mehran samadi ³ , Samad Abedini ⁴

1 - Ph. D. Student of communication, Islamic Azad University, Tabriz Branch.
2 - Professor in sociology department, university of Tabriz. (Corresponding Author).
3 - Assistant professor and head of department of communication, Islamic Azad university, Tabriz Branch.
4 - Assistant professor of sociology, Islamic Azad University, Khalkhal Branch.

Received: 2025-02-18 Accepted : 2025-05-03 Published : 2025-07-22

Keywords: Social Communication, Human Communication, Data-Based Theory, Good Health- Oriented Behaviors, Health Policymaking, Mass Media,

Abstract :

Health-oriented behaviors are among the most complex types of social relationships that increase the quality of life among humans. The present study aims to investigate the contexts that create behaviors centered on individual and social health in order to improve the health level of society by empowering individuals through communication through the media. This research was conducted using grounded theory and based on open and axial coding with communication categories and behavioral and social concepts through targeted in-depth interviews with 31 selected individuals from the media and medical staff who, in addition to access and interest in cooperation, had communication and social activities alongside medical and media expertise. These interviews were conducted with open and supplementary questions, considering maximum diversity in gender, occupation, age, and income. By recognizing and accepting traditional cultures, adopting a development- oriented approach to governance, avoiding sectionalism, using communication tools, building culture, and empowering individuals in society through information dissemination and utilizing the potential of new media, along with utilizing the experience of health activists, we can witness the impact and preservation of public health by achieving effective results for the entire society.

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