Presenting the Health Promotion Model based on Media Literacy of the Educational Staff of Ardabil University of Medical Sciences with the Approach of Grounded Theory

Abstract

Background & objectives: Every society has a degree of media literacy about health, and the media are the most prominent educators, especially in health. In the meantime, the nature of the jobs of hospital and medical training centre employees is such that they always face health challenges. Since the close relationship between media and human health is undeniable, this research aimed to present a health promotion model based on the media literacy of the educational staff of Ardabil University of Medical Sciences. Methods: The research method was a qualitative content analysis based on "grounded theory", and the research tool was a semi-structured in-depth interview with the statistical community consisting of experts and prominent professors in the field of health and media, with a purposeful method compared to the selection of statistical samples. The theoretical saturation step was carried out in the data with ten samples. Data analysis was done through coding inspired by Glosser's theory and using MaxQDA software, and then the categories related to the model were extracted. Results: According to the results, in open coding, there were 258 primary codes; in axial coding, 44 major categories; and in selective coding, eight core categories in the form of causal, contextual, intervening conditions, strategies/measures, consequence and central phenomenon. (Health based on media literacy) were classified. To achieve the research goals based on data-based theorizing, health literacy is the main phenomenon as a logical model. It relies on its understanding of conditions (causal, contextual and intervening), specific strategies/measures and consequences. Conclusion: The research results show that by moving towards this model, we can witness a fundamental improvement in health based on the media literacy of the educational staff of Ardabil University of Medical Sciences.