ABSTRACT
The adaptive way in which diverse cultures respond to illness has been examined within the conceptual framework of medical pluralism (Good 1990). Defined as the way in which alternative medical systems ‘co-exist and compete with each other within a given culture’ (Stainton-Rogers 1991:21), medical pluralism draws attention to the diverse nature of health-related knowledge, attitudes and behaviour. Research of this kind is hugely relevant to health promotion because the motivating forces behind pluralistic practices can be understood and, moreover, the conditions and contexts in which positive and negative health behaviours might occur can be explored.
