1996
DOI: 10.1177/109019819602300303
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Media Advocacy: A Strategy for Advancing Policy and Promoting Health

Abstract: The purpose of media advocacy is to promote public health goals by using the media to strategically apply pressure for policy change. It provides a framework for moving the public health discussion from a primary focus on the health behavior of individuals to the behavior of the policymakers whose decisions structure the environment in which people act. It addresses the power gap rather than just the information gap. Media advocacy focuses on public policy rather than personal behavior. This article uses two c… Show more

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Cited by 188 publications
(138 citation statements)
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“…Organized efforts for the promotion of public health, such as population-based health communication campaigns, often use the mass media as a powerful tool (Beaudoin et al, 2006). Collective action, commonly called "media advocacy," plays a vital role in community change by galvanizing attention and interest from community residents (Wallack and Dorfman, 1996;Radin, 2006). In practice, media advocacy is highly useful for resolving community issues and it fosters strong unity among residents while heightening community identity (Bracht and Tsouros, 1990;Kawachi and Berkman, 2000).…”
Section: Media Advocacymentioning
confidence: 99%
“…Organized efforts for the promotion of public health, such as population-based health communication campaigns, often use the mass media as a powerful tool (Beaudoin et al, 2006). Collective action, commonly called "media advocacy," plays a vital role in community change by galvanizing attention and interest from community residents (Wallack and Dorfman, 1996;Radin, 2006). In practice, media advocacy is highly useful for resolving community issues and it fosters strong unity among residents while heightening community identity (Bracht and Tsouros, 1990;Kawachi and Berkman, 2000).…”
Section: Media Advocacymentioning
confidence: 99%
“…Targets for education would include both the lay public and policymakers since the support of both groups is required to design, enact and sustain environmental prevention efforts. This type of media advocacy effort around alcohol [41][42][43] is different from the strategy of the social norms approach that has gained popularity in the prevention community. Efforts to change social norms about drinking recently have been based on efforts to correct students' misperceptions about the drinking levels of other students, to encourage the adoption of moderate drinking norms.…”
Section: Implications and Challengesmentioning
confidence: 99%
“…Little corresponding work has been undertaken with physical activity, although the combined media and school approach may be effective at reaching children and adolescents. A novel approach involving mass media is the use of Media Advocacy, 148 which requires the active involvement of interested community members in the promotion of a health issue, using the media as an aid. For example, interested individuals might form coalitions to promote exercise by structuring media events and using health data creatively to foster community awareness and action.…”
Section: Promoting Physical Activity Through Behaviour Changementioning
confidence: 99%