Preface.

The Authors.

1. Health Literacy: Why Is It a Public Health Issue?

Definitions of Key Terms.

Medical Information.

The Relationship Between Health and Literacy.

Characteristics of People as Language Users.

Wrapping Up.

Exercises.

2. Advancing Health Literacy: Getting Here from There.

Historical Considerations.

A Brief History: How Did We Get to Health Literacy?

Early Public Health Promotion and Education.

Social Movements and Advocacy in the 1960s and 1970s.

Informed Consumer Decision Making and Community Collaboration in the 1980s and 1990s.

The 21st Century.

Wrapping Up.

Exercises.

3. Defining Health Literacy.

Literacy: Defining Terms.

Reality Bytes.

The Evolving Field of Health Literacy.

A Multidimensional Model of Health Literacy.

Wrapping Up.

Exercises.

4. Literacy at Work.

How Language Works.

Reading.

Spoken Language.

Implications for Spoken and Written Health Messages.

Wrapping Up.

Exercises.

5. The Traditional Mass Media.

Introduction to Mass Media.

Media Content: Challenges and Opportunities to Advance Health Literacy.

Wrapping Up.

Exercises.

6. Health Literacy and the Internet.

Internet Use in Health Care.

Potential Disadvantages and Barriers to the Internet for Conveying Health-Related Information.

Wrapping Up.

Exercises.

7. Baby Basics: A Prenatal Program Focusing on Developing Health Literacy.

Healthy Beginnings: Infant and Maternal Health.

The Baby Basics Book and Program.

The Baby Basics Program Model.

Wrapping Up.

Exercises.

8. Anthrax: A Missed Opportunity to Advance Health Literacy.

The American Public Reacts.

The U.S. Postal Service Postcard: A Mixed Success.

Seeking Anthrax Answers on the Internet.

Scientific Uncertainty: A Consistent Challenge.

Wrapping Up.

Exercises.

9. Genomics and Health Literacy.

Why Genomics?

Understanding and Misunderstanding Genomics: A Review.

Wrapping Up.

Exercises.

10. Highlighting the Role of Civic Literacy: The Massachusetts Tobacco Control Program.

Smoking and Health: The Threat.

Smoking and Health Literacy.

Massachusetts Tobacco Control Program.

Wrapping Up.

Exercises.

11. Highlighting the Role of Cultural Literacy, Part 1: The Changing Face of HIV/AIDS.

HIV/AIDS in the United States.

The Public Dialogue.

The Conflict in Communicating About HIV/AIDS.

Community Planning: The San Francisco AIDS Foundation.

Wrapping Up.

Exercises.

12. Highlighting the Role of Cultural Literacy, Part 2: Diabetes and Native Americans.

How to Be Culturally Relevant.

Diabetes and Native Americans: An Epidemic of Culture.

The Role of Culture in Diabetes Prevention and Care.

The Sioux San Hospital Diabetes Program.

Listening to the Community.

Wrapping Up.

Exercises.

13. Program Evaluation: World Education’s Breast and Cervical Cancer Project.

Adult Basic Education and Health Literacy.

Targeting Breast and Cervical Cancer.

What Is Evaluation?

HEAL:BCC Implementation and Evaluation.

Lessons Learned from the Evaluation.

Wrapping Up.

Exercises.

14. Guidelines for Advancing Health Literacy.

Guideline 1: General.

Guideline 2: Vocabulary.

Guideline 3: Sentences.

Guideline 4: Text Structure.

Guideline 5: Giving Instructions.

Guideline 6: Field Testing.

Guideline 7: Spoken Language.

Guideline 8: Language Translation.

Guideline 9: Web Design.

Guideline 10: Graphics and Layout of Print Materials.

Guideline 11: Media.

References.

Name Index.

Subject Index.