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A cultural models approach to osteoporosis prevention and treatment

Otmar, Renee, Reventlow, Susanne D., Morrow, Martha, Nicholson, Geoffrey C., Kotowicz, Mark A. and Pasco, Julie A. 2012, A cultural models approach to osteoporosis prevention and treatment, SAGE Open, vol. 2, no. 4, pp. 1-16.

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Title A cultural models approach to osteoporosis prevention and treatment
Author(s) Otmar, Renee
Reventlow, Susanne D.
Morrow, Martha
Nicholson, Geoffrey C.
Kotowicz, Mark A.
Pasco, Julie A.
Journal name SAGE Open
Volume number 2
Issue number 4
Start page 1
End page 16
Total pages 16
Publisher Sage Publications
Place of publication Thousand Oaks, Calif.
Publication date 2012-10
ISSN 2158-2440
Keyword(s) communication
health promotion
osteoporosis
women
research
qualitative
Summary This article identifies cultural models of osteoporosis, as shared by community-dwelling older women in southeastern Australia, and compares these with cultural knowledge conveyed through social marketing. Cultural models are mental constructs about specific domains in everyday life, such as health and illness, which are shared within a community. We applied domain analyses to data obtained from in-depth interviews and stakeholder-identified print materials. The response domains identified from our case studies made up the shared cultural model “Osteoporosis has low salience,” particularly when ranked against other threats to health. The cultural knowledge reflected in the print materials supported a cultural model of low salience. Cultural cues embedded in social marketing messages on osteoporosis may be internalized and motivating in unintended ways. Identifying and understanding cultural models of osteoporosis within a community may provide valuable insights to inform the development of targeted health messages.
Notes Reproduced with the kind permission of the copyright owner.
Language eng
Field of Research 111706 Epidemiology
Socio Economic Objective 920116 Skeletal System and Disorders (incl. Arthritis)
HERDC Research category C1 Refereed article in a scholarly journal
Copyright notice ©2012, the Author(s)
Persistent URL http://hdl.handle.net/10536/DRO/DU:30050458

Document type: Journal Article
Collections: School of Medicine
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Every reasonable effort has been made to ensure that permission has been obtained for items included in DRO. If you believe that your rights have been infringed by this repository, please contact drosupport@deakin.edu.au.