power for prevention Wallack, Lawrence Marshall creator Dorfman, Lori Jernigan, David Themba, Makani text xxu Newbury Park Sage Publications c1993 monographic eng

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xiii, 226 p. ; 4 cm. 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. Foreword / Michael Pertschuk -- Public Health and Media Advocacy -- Public Health Stories -- The Advocacy Connection -- Defining Advocacy -- Doing Advocacy -- The Media Connection -- What Is News? -- Agenda Setting -- Framing -- Understanding Media Advocacy -- Conclusion: Advancing the Policy -- Thinking Media Advocacy -- Access Points -- Strategies -- Framing Tactics -- Doing Media Advocacy -- Planning for Media Advocacy -- Surgeon General Koop, Drinking and Driving, and San Francisco -- Media Advocacy Case Studies -- Lydia's Decision: New Mexico Youth Battle Beer Billboards -- When Children Shoot Children, the Media Pay Attention -- Philadelphia Puts Uptown Out of Town -- Spuds McKenzie to Shamu the Whale: "This Bud's for You" -- MADD Fixes the "Flaw in the Law" -- Nicotina Meets Philip Morris: The Battle of the Symbols -- Halt the Malt: Framing a Story Worth Telling -- The Ryan White CARE Act. Lawrence Wallack ... [et al.] ; foreword by Michael Pertschuk. Includes bibliographical references (p. 210-217) and index. Mass media in health education Health promotion Health education RA440.5 .M427 1993 0803942893 (pbk.) 180211 20180211134854.0