New media cases in Cases in Public Health Communication & Marketing

Abstract

Among public health communication and marketing professionals, there is a growing sense of excitement about new media. New media—defined as those media that are based on the use of digital technologies, such as the Internet, computer games, mobile phones, and digital television—are seen as potentially valuable tools for implementing public health communication campaigns. By increasing interaction and engagement, new media may aid traditional public health campaigns in raising awareness, spreading influence, and ultimately, changing behavior.