chapter  10
13 Pages

Health Promotion and the Mass Media

The appropriateness of mass media as a vehicle for health promotion or as generators of health insight is subject to debate. Since the 1970s it has gained increasing popularity as a strategy for delivering preventive health messages (Lau et al. 1980; cited in Redman et al. 1990). It has, as well, been noted by Redman et al. (1990) that mass media programmes appear to have a number of advantages over traditional public health strategies. These include the ability to reach a large proportion of the population.