Media Advocacy and Public Health: Power for Prevention
SAGE, 1993 M10 7 - 226 pages
Using the media to promote public health is an innovative and valuable approach. Media Advocacy and Public Health develops the concept of media advocacy as a central strategy for the prevention of public health problems. How we think about health problems, and what we do about them, is largely determined by how they are reported on television, radio, and in the newspaper. Often, crucial issues of public health policy are discussed and decided only after they are made visible by the media. A traditional communication strategy like social marketing focuses on giving people a message. Media advocacy gives people a voice. The first book of its kind, Media Advocacy and Public Health lays out the theoretical framework and practical guidelines to successful media advocacy strategies. Eight case studies, ranging from alcohol to AIDS, vividly illustrate how media advocacy has been successfully applied.
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able action activists activities advertising agenda AIDS alcohol American approach attention audience basic beer behavior bill building campaign cause coalition concern conference contribute coverage create define develop discussion disease driving drug editorial effective efforts environment example face fact focus frame gain goal groups important increase individual industry initiatives Institute interest interview involved issue journalists major marketing mass media means media advocacy media advocates meeting newspaper opportunity organizations outlets overall participate political position practices prevention problem promote public health questions quoted radio reporter responsibility result Rights Sea World Senate social society specific story strategy success symbols talk television tell tobacco tour voice youth
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