THE ROLE OF HEALTH COMMUNICATION STRATEGIES AND HEALTH LITERACY IN SHAPING AUDIENCE BEHAVIOR

Abstract

This paper examines the philosophical basis of the role of health communication strategies and health literacy in 
shaping audience behaviour. It appraises the concept of health communication, health literacy, audience behaviour 
and branches of philosophy. The paper specifically examines the scholarly views on relationship between health 
communication strategies, audience health literacy elements and persuasion of audience that influence their health 
behaviour and concludes that, because persuasion is not totally influenced by the health communication strategies  
and health communication literacy but also depends on the power of selective retention and cognitive dissonance of 
the audience that influences audience behaviour based on self volition, all heath communication strategies and 
health literacy activities must be audience focussed.