Gesundheit in der Mediengesellschaft

[Health education through digital audio-visual media: strategies of the German Federal Centre for Health Education (BZgA)]

Digitalization has revolutionized the conditions and framework of media communication, including health education and promotion. The production and consumption of audio-visual formats is constantly increasing. In this contribution, the importance of digital audio-visual elements within public health interventions via the Internet is emphasized. With recent examples from the audio-visual practice of the Federal Centre for Health Education (BZgA, Cologne) a spectrum of health education video formats on the Internet is presented, together with related objectives and message strategies. In future, further research on reception processes and outcomes should be performed as well as on whether moving image formats on the Internet can contribute to better contact with socially disadvantaged target groups.