Interdisciplinary Studies in Media and Culture

Designing a Media-Based Model to Enhance Health Literacy and Reduce Healthcare Costs in Iran: An Interdisciplinary Study

Document Type : .

Authors

sadollah shokri 1
NAHID KORDI 2
amrollah amani Kolarijani 3

1 PhD Student in Communication Sciences, East Tehran Branch, Islamic Azad University, Tehran, Iran,

2 Assistant Professor, Department of Communication Sciences, East Tehran Branch, Islamic Azad University, Tehran, Iran

3 Department of Communication and Social Sciences, ET.C., Islamic Azad University, Tehran, Iran. Email: Amani.shargh58@iau.ir

https://doi.org/10.30465/ismc.2025.51849.2957
Abstract
Objective and Problem Statement: With rising healthcare costs and the need for informed patient participation, the critical role of health literacy in modern healthcare systems, especially in Iran, has become evident. This study develops a media-based model to enhance community health literacy and reduce healthcare expenses.

Theoretical Framework: The study is grounded in Nutbeam’s three-level health literacy model (functional, interactive, critical), supported by social learning theory and the health belief model.

Methodology: A mixed-methods approach (qualitative-quantitative) was employed; the qualitative phase involved semi-structured interviews with seven health experts until theoretical saturation, analyzed via axial and selective coding, while the quantitative phase distributed a 77-item questionnaire to 382 Tehran hospital patients, analyzed using SPSS and PLS-SEM.

Key Findings: Social media (β=0.211) had the greatest impact on health literacy, followed by socio-cultural factors (0.201) and insurance services (0.197), with all dimensions showing significant effects.

Key Conclusion: The proposed model, emphasizing media’s role in culturally grounded health promotion, offers a practical framework for policymakers and educators to implement sustainable, cost-effective interventions.

Keywords

Health literacy
media literacy
health promotion
healthcare system
digital media
health policy
Interdisciplinary Studies in Media and Culture
Volume 15, Issue 1 - Serial Number 29
Spring and Summer 2025
December 2025

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