title: The return of the house call: the role of internet-based interactivity in bringing health information home to older adults.
abstract: This study provides qualitative insight into how older adults are using the Internet for health communication. The research is framed with theory from several disciplines, including health and interactive communication, as well as related theoretical models. Data from focus groups was used to develop a model of seniors' online health interactions. Three primary themes that emerged in focus groups form the key elements of the model: the health situation, health information, and the medical field. Implications are suggested for advertising and marketing on the Internet, health information providers, and academic researchers in these areas.
authors.affiliation: Department of Advertising and Public Relations, Grady College of Journalism and Mass Communication, University of Georgia, Athens, GA 30602, USA. wmacias@grady.uga.edu
authors.forename: Wendy
authors.initials: W
authors.lastname: Macias
authors.forename: Sally
authors.initials: S
authors.lastname: McMillan
mesh_terms: D000368:Aged; D005260:Female; D017144:Focus Groups; D006266:Health Education; D006801:Humans; D020407:Internet / Q000706:statistics & numerical data*; D008297:Male; D008389:Marketing of Health Services; D008875:Middle Aged