WARNING—The Existing Media System May Be Toxic to Your Health: Health Communication and the Politics of Media Reform

Abstract

Our physical health depends, at least in part, upon the health of our media environment. Unfortunately, the commercial media system produces countless messages that not only misinform Americans about their health but also actively promote unhealthy behaviors. Rather than taking the existing media system as a given, this commentary argues that health communication scholars should work with media reformers to transform the media system in ways that advance public health goals. In particular, the ongoing regulatory struggle over low-power radio provides an important opportunity for health communication scholars and media reformers to join forces.Let me begin with a premise. Our physical health depends, at least in part, upon the health of our media environment. With this in mind, think for a moment about the American media system. With one of the most developed systems in the world, the American media could serve as powerful tools for health promotion and disease prevention. Local and national news outlets could provide audiences with accurate and relevant health information, and the entertainment media could serve as an effective means for exploring contemporary health issues, including both the consequences of individual behaviors and unjust health policies. All in all, the American media system could indeed be a crucial resource for advocates interested in promoting the public health.Unfortunately, the current media environment in the United States is thick with toxins. Neither the occasional anti-smoking PSA nor the stray news piece on cancer