The communication theory of identity (CTI) was developed by Michael Hecht and colleagues; the theory emerged in the 1980s as part of a shift from considering identity a central element of human existence to identity as a social phenomenon. While earlier views emphasized the Western notion of “self” as a single, unified identity, this broader conceptualization argues that humans are inherently social beings whose lives revolve around communication, relationships, and communities and who operate from multiple and shifting identities. As a result, identities and identification are key processes through which people and groups orient themselves to each other and the world around them. The communication theory of identity was developed based on theory and empirical data suggesting that communication is an element rather than just a product of identity (Hagger & Orbell, 2003). Individuals’ identities influence the formation of their beliefs, attitudes, and behaviors. As a result, many scholars have studied identity to determine its effects on individuals’ health choices, values, and actions, under the assumption that identity and health are inextricably entwined ( Haslam, Jetten, Postmes, & Haslam, 2009).
There is an important article, which described the effective application of community health education theory. The article by Jung & Hecht (2004) described four frames, and their interpenetration. It is also important to support “healthy living. This often becomes an identity, and a message about what it means to be a healthy person, which permeate health operations.
Harwood, J., & Sparks, L. (2003). Social identity and health: An intergroup communication approach to cancer. Health Communication, 15, 145–159.
Haslam, S. A., Jetten, J., Postmes, T., & Haslam, C. (2009). Social identity, health, and well-being: An emerging agenda for applied psychology. Applied Psychology: An International Review, 58, 1–23
Hagger, M. S., & Orbell, S. (2003). A meta-analytic review of the common-sense model of illness representations. Psychology & Health, 18, 141–184.
Jung, E., & Hecht, M. L. (2004). Elaborating the communication theory of identity: Identity gaps and communication outcomes. Communication Quarterly, 52(3), 265-283. Retrieved from http://search.proquest.com/docview/216496708?accountid=14872
