Media Advocacy and Public Health: Power for Prevention

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SAGE, Oct 7, 1993 - Language Arts & Disciplines - 226 pages
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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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The Advocacy Connection
The Media Connection
Thinking Media Advocacy
Doing Media Advocacy
Media Advocacy Case Studies
Summing Up

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About the author (1993)

Wallack is Professor, School of Public Health, University of California at Berkeley. He has published extensively on health promotion issues. He has been a consultant to the World Health Organization and various other community, philanthropic, and government entities. He is currently Director of the Berkeley Media Studies Group.

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