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The nature and design of health promotion campaigns in West Sumatra, Indonesia


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Fanany, Rebecca 1997 , 'The nature and design of health promotion campaigns in West Sumatra, Indonesia', PhD thesis, University of Tasmania.

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This study was designed to describe the public health promotion campaigns
used in the province of West Sumatra, Indonesia, to consider their cultural
and sociolinguistic characteristics, and to evaluate their design in light of
current principles of health promotion. These campaigns are run at the
provincial level and are highly tailored for their target audience. Data were
collected in three regions of the province: Padang Pariaman, Tanah Datar and
Health promotion campaigns in West Sumatra make use of several media:
roadside signs and banners; Indonesian language textbooks; and newspaper
articles and advertisements. Messages incorporate aspects of the traditional
law (adat), values and matrilineal system of descent of the Minangkabau
people who make up the majority of the province's population. Religious
themes taken from Islam are also used, as are the Indonesian, Arabic and
Minangkabau languages.
The messages observed as part of this study were analysed using a semiotic
framework in order to elucidate the relationship of messages and
accompanying images with the culture of the Minangkabau people who make
up the majority of the province's population. Further, the sociolinguistic
characteristics of the messages as they relate to the language domains
operating in the region were described and discussed. Finally, campaign
structure and message use were evaluated in terms of current principles of
health promotion design.
The study found that there are several campaigns running in West Sumatra
whose design is of high quality and that take excellent advantage of the
cultural and sociolinguistic characteristics of the region. The way in which
sociolinguistic knowledge and cultural themes have been used could serve as
a model for the design of health promotion campaigns in other parts of
Indonesia, Southeast, or elsewhere in the world. The major shortcoming of
health promotion efforts in West Sumatra, though, is a lack of formative
research on which campaigns are based. This situation makes it difficult to
assess whether the most pressing health concerns of the population are being
addressed by health promotion or whether there are other health needs that
have been overlooked.
The study resulted in the development of a framework of questions that can
be used to develop linguistically and culturally sensitive health promotion
campaigns and also contributes to the body of information available about
society in West Sumatra today.

Item Type: Thesis - PhD
Authors/Creators:Fanany, Rebecca
Copyright Holders: The Author
Copyright Information:

Copyright 1997 the Author - The University is continuing to endeavour to trace the copyright owner(s) and in the meantime this item has been reproduced here in good faith. We would be pleased to hear from the copyright owner(s).

Additional Information:

Thesis (Ph.D )--University of Tasmania, 1998. Includes bibliographical references

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