Document Type : .
Authors
1 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
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
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