The Role of the Media in Health Education and Disease Prevention

Session

Agriculture, Food Science and Technology

Description

This study examines the role of media in health education and disease prevention through a combined approach of literature review and empirical analysis. The survey was conducted through a structured questionnaire administered to a representative sample of 160 people. The data showed that 91.7% consider media an influential factor in shaping their health behaviors, while 85% reported making significant health-related decisions—such as visiting a doctor or changing dietary habits—based on information obtained from media sources. Social media (45%) and online portals (35%) emerged as the dominant channels for accessing health information. Despite a high perceived level of trustworthiness (48.5% considered media content as “very reliable”), concerns about misinformation persist, with 13.3% of respondents expressing doubts about the media's effectiveness in curbing the spread of false health information. These findings underscore the dual role of media as both in education and a potential risk factor in public health communication. The study highlights the urgent need for collaboration between media professionals and healthcare experts to ensure the accurate, scientific, and ethical dissemination of information. The conclusions support the enhancement of media literacy and strategic communication as vital tools for improving public health.

Keywords:

Health education, Media influence, Disease prevention, Misinformation, Public health communication

Proceedings Editor

Edmond Hajrizi

ISBN

978-9951-982-41-2

Location

UBT Lipjan, Kosovo

Start Date

25-10-2025 9:00 AM

End Date

26-10-2025 6:00 PM

DOI

10.33107/ubt-ic.2025.163

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Oct 25th, 9:00 AM Oct 26th, 6:00 PM

The Role of the Media in Health Education and Disease Prevention

UBT Lipjan, Kosovo

This study examines the role of media in health education and disease prevention through a combined approach of literature review and empirical analysis. The survey was conducted through a structured questionnaire administered to a representative sample of 160 people. The data showed that 91.7% consider media an influential factor in shaping their health behaviors, while 85% reported making significant health-related decisions—such as visiting a doctor or changing dietary habits—based on information obtained from media sources. Social media (45%) and online portals (35%) emerged as the dominant channels for accessing health information. Despite a high perceived level of trustworthiness (48.5% considered media content as “very reliable”), concerns about misinformation persist, with 13.3% of respondents expressing doubts about the media's effectiveness in curbing the spread of false health information. These findings underscore the dual role of media as both in education and a potential risk factor in public health communication. The study highlights the urgent need for collaboration between media professionals and healthcare experts to ensure the accurate, scientific, and ethical dissemination of information. The conclusions support the enhancement of media literacy and strategic communication as vital tools for improving public health.