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, 2 4: 1-16. doi:10.1177/2158244012464976

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Author Otmar, Renee
Reventlow, Susanne D.
Morrow, Martha
Nicholson, Geoffrey C.
Kotowicz, Mark A.
Pasco, Julie A.
Title A cultural models approach to osteoporosis prevention and treatment
Journal name Sage Open   Check publisher's open access policy
ISSN 2158-2440
Publication date 2012-10
Sub-type Article (original research)
DOI 10.1177/2158244012464976
Open Access Status DOI
Volume 2
Issue 4
Start page 1
End page 16
Total pages 17
Place of publication Thousand Oaks, CA, USA
Publisher Sage Publications
Collection year 2013
Language eng
Abstract 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.
Keyword Communication
Health promotion
Q-Index Code C1
Q-Index Status Confirmed Code
Institutional Status UQ

Document type: Journal Article
Sub-type: Article (original research)
Collections: Official 2013 Collection
School of Medicine Publications
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Citation counts: Scopus Citation Count Cited 5 times in Scopus Article | Citations
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Created: Wed, 17 Apr 2013, 10:37:59 EST by Erin Bowly on behalf of Rural Clinical School