According to an Institute of Medicine report published in 2003, the concept of culture has increasingly become a core component in the development of health communication theory and application. The field of health communication has recently seen a growing interest in the concept of culture, with the idea that culturally based theories of health communication should guide effective health communication applications. This emphasis on culture in health communication has been brought about by (a) the increasing diversity within the United States against the backdrop of shifting global migration patterns and (b) the increasing postcolonial criticism of traditionally top-down health communication programs. As a result of this emphasis, the hegemonic, or oppressive, assumptions underlying mainstream conceptualizations of health and communication about health have been questioned by health communication scholars.

Littlejohn, Stephen W and Karen A.Floss. (2009). Encyclopedia of Communication Theory.USA:SAGE.654

Penanggungjawab naskah :

Gayes Mahestu
Edwina Ayu Kustiawan