Digital Health Communication and Health Literacy: Theoretical Models and Integrative Considerations
Digital Health Communication and Health Literacy: Theoretical Models and Integrative Considerations

Summary/Abstract: Digital media have become a central component of health communication. They in-fluence users’ information behavior and offer new opportunities to increase health literacy. At the same time risks arise, including misinformation and growing inequalities in access to health information. This publication presents theoretical models that explain user behavior in digital health contexts and highlight their limitations. The focus is on the Health Belief Model (HBM), the Theory of Planned Behavior (TPB) and the concept of the digital divide. While HBM and TPB analyse individual perceptions, attitudes and intentions, the digital divide addresses structural barriers. Recent research shows that digital health communication must also consider ethical, technological and trust-related dimensions. The rise of algorithmically mediated environments has introduced new challenges regarding transparency, fairness and accountability (Stark et al. 2023; World Health Organization 2023). These developments have led to the notion of an algorithmic health divide, extending traditional understandings of inequality by including disparities in algorithmic literacy and data governance (Okan et al. 2024). Trust and ethical data handling have therefore become key determinants of users’ engagement. Combining psychological, structural and ethical perspectives offers a foundation for inclusive, trustworthy and evidence-based digital health communication that strengthens health literacy and equity.

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