UNIVARSITY.ORG | Annenberg Research Seminar – Robert Hornik, University of Pennsylvania
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26 Jul Annenberg Research Seminar – Robert Hornik, University of Pennsylvania



Jan. 30: Annenberg Research Seminar – Robert Hornik, University of Pennsylvania

Please join students and faculty for a presentation by Robert Hornik, Wilbur Schramm Professor of Communication and Health Policy at the Annenberg School for Communication, University of Pennsylvania. Dr. Hornik is currently the director of the Center of Excellence in Cancer Communication Research at the University of Pennsylvania. His topic: “Assessing Behavioral Effects of Exposure to Ordinary Media Content: Some Theory, Some Methods, and Some Evidence.”

From Dr. Hornik: “Health communication scholars and practitioners expend much effort in developing behavioral interventions with inconsistent success, particularly when they go to scale. There is also a major research tradition which focuses on active information seeking. However, there is good reason to argue that, under common circumstances, larger effects of communication on health behavior come from routine exposure to mediated information, called scanning. This presentation offers an overview of a research program examining this path of effect, including conceptualization, and evidence from qualitative studies, observational cross-sectional and over time cohort studies, and results from a large scale field experiment. Behavioral outcomes include prevention behaviors (fruit and vegetable consumption, exercise) and cancer screening (mammogram, colorectal screening).”

For more on Robert Hornik: http://www.asc.upenn.edu/Faculty/Faculty-Bio.aspx?id=142

For more on the Center of Excellence in Cancer Communication Research: http://ceccr.asc.upenn.edu/

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