Utilizing Mass Media tools for Health Awareness and early disease intervention

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1 Utilizing Mass Media tools for Health Awareness and early disease intervention Dr. Avdesh Sharma Technology has been changing like never before. It is true for health as well as for media. Media is the vehicle through which knowledge is imparted. The crisis of health today is that while we may have excellent tertiary care we have hardly any preventive or primary care. Similarly, if we want best utilization of available services by the masses, it requires imparting knowledge about health and not only about disease. The shift needs the knowledge to imparting health awareness for early disease intervention, utilization of existing culture specific, cost effective medical services and also for prevention as well as promotion of health and well being. The area of mental health is being taken as an example of how innovations and utilization of existing media can lead to partnership for health of the community. Mass Media and Mental Health The task of mass media, in the context of mental health, is to reflect stories that are friendly, accurate and part of a long-term plan to create awareness about psychiatric illnesses and behavioral problems. (Wish list of Mental Health Professionals) Epidemiology of Mental Illnesses : Psychiatric illnesses are prevalent in at least about 1/4 th of the population: Psychosis (including Schizophrenia) 1-2% Major Depression 3-5% Organic Psychosis 1-2% Neurosis (Anxiety, Depression, OCD, Panic attacks, Somatization, Hysteria, Phobias) 10-15% Mental subnormalcy 2-3% Childhood psychiatric problems 8-10% of children Elderly 20-25% of the elderly. Alcoholism and drug abuse 8-10% of adult population Marital disharmony Unspecified Stress induced (including psychosomatic) Probably more than 25% General Public & Media s Priority Sub Clinical Syndromes, Emotional Distress & Psychosocial Issues Mental Health & Well Being

2 NEEDS to be A component of Mental Health, not only Illnesses/Distress Mass-Media: Media that reaches the masses is Mass-Media. They have been changing with time. In olden times word of mouth (gossip), chaupal, nagada, folk songs, nautanki, scriptures/books. Gradually newsletters, radio, news-paper, television, movies, magazines. Now all the above along with cable and satellite television, internet, cell & interactive phones, information highways and interactive television etc. D.T.H.-TV, Digital technology in films, radio and television, Reality TV, Voice on Internet, Broadband and cell phone interaction; interphase of television and computer, information superhighways, videophones and video computing not only would be liberally used, but also change the very fabric of the culture, value systems and psychosocial norms in the society. The only constant factor in Information Technology and media is Change Media is Boundariless! Representations of Mental Health In Different Types Of Media Folklore, plays, puppets etc. Print Radio Internet Govt./N.G.O. Sponsored Television Cell Phones Movies Print Vernacular/Regional/ National media news of events, suicide, unlawful activities by mentally ill, psychosocial aspects of human behavior, editorials or interviews with concerned officials and professionals, events (local, national or international) related news, agony aunt columns, and face to face interactions with readers through regular columns. Radio Public service messages, information capsules, specially woven infotainment programs, dial in phone services or occasional relevant programs with emotional problems as a sub-theme. Internet Bewildering range of uncensored, at times misleading information but usually comprehensive, latest information, if one knows how to access it.

3 Govt./NGO Sponsored Street plays, hoardings, pamphlets, booklets, folksongs, puppet shows, Film-Star nights, messages on trucks/buses/ postcards, public talks in slums, schools and college programs etc. Television News stories, capsules of information, spots, docudrama, documentaries, studio discussions with phone-in and infotainment programs having psychiatric problems as one of the themes of a social drama. The reach and willingness of the channel to fund or give prime time sets the exposure of the program and the problem. MOVIES Hollywood, Bollywood, Tollywood & Other woods (Commercial & Art) Traditional Mediums are and would be stored in future on electronic medium for sharing and preserving. Written word (print media) can and would be stored and disseminated on electronic medium. Radio - Low cost and cost effective, edutainment and infotainment; can address needs of a select/geographic/ specific population; much easier to transmit/receive; ham/community radio; much easier to address language/region specific populations. Content: Plays/Days/Songs/Talks/Messages related to mental health Television - About 700 channels in last 20 years (before that only Doordarshan which still has the largest reach terrestrial/satellite/ cable). Television Different formats, costs, programming, prime time, sponsorship, target audience etc. decides the reach and content. Content & Format Studio discussion, docu drama, drama, documentary, spots, short stories, reality shows, movie based health/mental health shows, magazine format, news stories, Spiritual CBT during discourses. Reel life reflects Reality/Reality rockets Reel life (Television being the reel life of our drawing/bedroom today) Movies - Usually based on fiction or fact based/twisted fiction.

4 Extremely powerful; reaches all classes and backgrounds; celebrity focused, acceptable and sometimes only source of information, can help make or break stereotypes. Mental health friendly/not so friendly movies Role of Mental Health Professionals. Internet - Extremely useful if authenticated, contextual and applicable to that population/individual. The Indian sites are mostly of professional bodies/professionals focusing on mental illnesses. They may talk about the activities/center but do not give jargon free information on mental illnesses/health. Internet - The power of the net for e-counseling, handling psychiatric emergencies, medical tourism, training of other health professionals, training Mental Health Agents of Change, reaching the masses through print/audio visual medium on the net has not been explored. Cell Phone Future of Electronic medium as a marriage of convenience between Television, Radio, internet and telephones. Cell Phone Cell phone is cheap, available to everyone, can be viewed/talked in privacy, region or person specific messaging (text, video or audio) possible, not dependent on electricity, can be accessed in remotest places, short, personalized messages possible including guidance on medication or help through a crisis. Crisis of Knowledge (Jargon free and available for Media) Crisis of Professionals Mental Health Professionals with knowledge of medias and vice versa (who are willing to give time and resources for the cause which may not have direct monitory benefits initially) Crisis of Innovation Crisis of Policy and Actual funding available (not on paper or only for Institutions ). Crisis of Focus and Priorities Crisis of Training The Sheer numbers and needs in future would drive the market forces. Would We Be A Part of It?

5 Dr. Avdesh Sharma C-7/225, Safdarjung Development Area, New Delhi Ph. : , , avdeshsharma@rahat.org, sharmaavdesh@gmail.com