Healthy Skepticism Library item: 3787
Warning: This library includes all items relevant to health product marketing that we are aware of regardless of quality. Often we do not agree with all or part of the contents.
Publication type: Journal Article
Dorfman L, Wallack L, Woodruff K.
More than a message: framing public health advocacy to change corporate practices.
Health Educ Behav 2005 Jun 01; 32:(3):320-36
http://heb.sagepub.com/cgi/reprint/32/3/320
Abstract:
Framing battles in public health illustrate the tension in our society between individual freedom and collective responsibility. This article describes how two frames, market justice and social justice, first articulated in a public health context by Dan Beauchamp, influence public dialogue on the health consequences of corporate practices. The authors argue that public health advocates must articulate the social justice values motivating the changes they seek in specific policy battles that will be debated in the context of news coverage. The authors conclude with lessons for health education practitioners who need to frame public health issues in contentious and controversial policy contexts. Specific lessons include the importance of understanding the existing values and beliefs motivating the public health change being sought, the benefits of articulating core messages that correspond to shared values, and the necessity of developing media skills to compete effectively with adversaries in public debate.
Keywords:
Communications Media
Consumer Advocacy/ethics*
Health Education*
Health Promotion*
Humans
Industry/ethics
Industry/legislation & jurisprudence
Industry/organization & administration*
Marketing
Organizational Innovation
Persuasive Communication
Public Health Administration*
Research Support, Non-U.S. Gov't
Social Control Policies*
Social Justice*
Social Marketing
Social Values
United States
