Abstract:
It has been argued that even though broad-spectrum approaches to health promotion, using mass communication methods, may not be effective, they are still useful as' sources of health information and in reaching hidden groups in the general population. The effectiveness of promoting community health through various approaches in the mass media has been questioned. Therefore, in what ways can there be rapid improvement in community health using the mass media? This paper engages in a qualitative interrogation of mass media effects on health the Akotokyir community in Cape Coast in Ghana. The paper argues that the mass media within the Cape Coast Municipality have largely failed to lead to positive changes in Community health statuses; some of the reasons for this failure are examined. The paper then offers ome recommendations, stressing the need for an integrated municipal health campaign that is culture-specific and sustainable over a long period of time
