Through a Lens of Scarcity: Health Communication in a Low-Income Context (Gesundheit und Gesellschaft)

Foreword
Abstract
Contents
Abbreviations
List of Figures
List of Tables
1 Introduction
	1.1 Background
	1.2 Rationale for the Topic of This Research
	1.3 Objectives
	1.4 Outline
2 Strategic Communication
	2.1 Communication
	2.2 Strategic Communication
	2.3 Health Communication
	2.4 Overview of Communication Campaign Development
	2.5 A Critical Perspective
3 Scarcity
	3.1 Culture
	3.2 Poverty
		3.2.1 Economic views of poverty
		3.2.2 Social and psychological poverty views
		3.2.3 Multidimensional measurements of poverty
		3.2.4 Poverty from the perspective of the poor
	3.3 Summary
4 Integrating poverty influences into communication campaign development
	4.1 Behavioural insights
		4.1.1 Classic theories and models of behaviour
		4.1.2 Socio-ecological models
		4.1.3 Summary
	4.2 Message design
		4.2.1 Overview over existing message strategies
		4.2.2 Influences of poverty on message design
		4.2.3 Summary
	4.3 Channels, formats and messengers
		4.3.1 Overview over existing dissemination strategies
		4.3.2 Influences of poverty on dissemination strategies
		4.3.3 Summary
	4.4 Ethical considerations of communication campaigns
	4.5 Relevance of a lens of scarcity
5 Sierra Leone
	5.1 Overview
	5.2 Contextual characteristics
		5.2.1 Political and institutional factors
		5.2.2 Infrastructure and services
		5.2.3 Natural environment
		5.2.4 Media and communication environment
	5.3 The West African Ebola epidemic
	5.4 Summary
6 A Qualitative Study on Health Communication in a Low-income Context
	6.1 Research Questions
	6.2 Rationale for Using Triangulation in Qualitative Research
	6.3 Procedures of the Three Methods
		6.3.1 Interviews with Key Informants
		6.3.2 Content Analysis of Ebola Communication Materials
		6.3.3 Focus Group Discussions
	6.4 Results of the Triangulation
	6.5 Discussion
7 Field Experiment of a Communication Campaign on Hand Hygiene
	7.1 Rationale for This Study
	7.2 Formative Research
		7.2.1 Relevance of the Behaviour of Interest
		7.2.2 Research Questions
		7.2.3 Sampling, Data Collection Procedures and Analysis
		7.2.4 Results
		7.2.5 Discussion
	7.3 Audience Segmentation
	7.4 Specification of Goals
	7.5 Hypotheses and Research Questions
	7.6 Material and Methodology
		7.6.1 Experimental Design
		7.6.2 Stimulus Material
		7.6.3 Procedures
		7.6.4 Measurement
		7.6.5 Setting and Participants
		7.6.6 Analytical Approach
	7.7 Results
		7.7.1 Observation
		7.7.2 Survey
		7.7.3 Summary of Hypothesis Testing
		7.7.4 Post-Intervention Focus Groups and Research Diary
	7.8 Discussion
8 Conclusion
	8.1 Recapitulation of the Objectives and Key Findings
	8.2 Relevance of this Research
		8.2.1 Implications for Theory
		8.2.2 Implications for Practice
	8.3 Statement of Reflexivity and Ethics
	8.4 Limitations
	8.5 Recommendations for Future Research
	8.6 Summary
References