The ELM Model: The Health Vulnerief Model

to their own past experiences (Rimmer & Kreuter 2006). This situation happens when individuals perceive the information as being personally relevant, then their ability and motivation is heightened (Rimmer et al 2006). ELM model as a theoretical framework can be employed to make decisions on how to tailor messages for specified target audience (Wilson 2007). This theory when linked to the context of this study can be explained as follows: as a framework to understanding men’s attitude formation, change and their thinking process when health communication message are formulate.
Tailoring messages at Men’s Clinic International will enhance motivation for patients to process health communication messages (Green & kreuter 2005). Health practitioner

The model proposes that individual’s behaviour can be anticipated based on how vulnerable the person, considers himself/herself to be (Corcoran 2007). “Vulnerability” in this model is assessed in risk assessment and the significant of consequence (Corcoran 2007). The person firstly considers the pro’s/ con’s, benefits/costs of performing a certain behaviour (Corcoran 2007). Developed from a socio-psychological framework HBM’s focus is on individual (Moola 2010). The model will be suitable for the study as men are from their own socio-psychological category; they have developed their own perceptions about seeking sexual health help (Moola 2010). The proposed IMC criteria in enhancing health communication messages will have to create and guide the perception of a new behaviour in men that going to Men’s Clinic International is effective as it will prolong one’s life and form part of living a healthy sexual

Applied communication research refers to how communication theory, research, and /or best practices help inform knowledge and theory about communication for practical issues (Cissna 2000). With regard to this study the goal of the research is to solve a problem that can be applied in the practical world of health communication namely to proposed theoretical IMC criteria as a heuristic to support health communication messages. Health communication strategies that are used will be evaluated to ascertain how these IMC criteria could be used.
3.2 Objectives of the study
A research objective of the study is a comprehensive, brief, demonstrative declaration that provides guide to explore the variable (Patidar 2013). The importance of an objective is to guide what data will be needed, narrow the research and help with the development of the methodology (Masatu 2015). The objective of this study will be both exploratory and descriptive because the research will also rely on secondary data that will require a literature review. A case study approach that includes face-to-face and focus group interviews. Exploratory research design does not provide the final answer that concludes the research question but looks at the