Successful efforts to address population health issues of our time, including rates of obesity, cigarette smoking, and prescription pain medication abuse, require multi-sector engagement in efforts to improve physical, social, and economic environments to encourage healthy behavior. Public and policymaker support for these efforts are essential for their passage, but food, cigarette, and pharmaceutical industry opposition to many of these efforts are widespread and well-funded. This talk reports on two recent studies that refine and test communication theories of competitive framing, inoculation, and narrative persuasion in efforts to offset industry opposition and increase public and policymaker support for policies designed to reduce rates of obesity, cigarette smoking, and prescription pain medication abuse.
Jeff Niederdeppe, Ph.D. is an Associate Professor in the Department of Communication at Cornell University. His research examines the mechanisms and effects of mass media campaigns, strategic health messages, and news coverage in shaping health behavior, health disparities, and social policy. He has published over 85 peer-reviewed articles in communication, public health, health policy, and medicine journals, and his work has been funded in recent years by the National Institutes of Health, National Science Foundation, United States Department of Agriculture, and Robert Wood Johnson Foundation, among others. He received the Lewis Donohew Outstanding Scholar in Health Communication Award in 2014 and serves on the editorial boards for five communication journals. He is a 2006 graduate of the Annenberg School for Communication.