نوع مقاله : علمی ـ پژوهشی
نویسندگان
1 دانشجوی دکتری علوم ارتباطات، واحد شرق تهران، دانشگاه آزاد اسلامی، تهران، ایران.
2 استادیار گروه علوم ارتباطات، واحد تهران شرق، دانشگاه آزاد اسلامی، تهران، ایران
3 هیآت علمی گروه دانشی ارتباطات و علوم اجتماعی، واحد تهران شرق، دانشگاه آزاد اسلامی، تهران ایران
کلیدواژه‌ها
عنوان مقاله English
نویسندگان English
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.
کلیدواژه‌ها English
