ABSTRACT
Well over a decade ago, Budd and McCron (1982) were reporting on research into the relationship between mass communication and health education. The context of their contribution was one in which the provision of health care was switching from a model of the delivery of curative medicine to one of preventative medicine:
The framework for discussing health issues has given prominence to scientific research, technological development, medical expertise and a hospital-based, curative model of health care . . . it is now increasingly recognised that the major advances in public health, previously attributed to scientific advance, are more likely to stem from socio-environmental developments, such as improved sanitation, nutrition, housing and working conditions, and greater inputs from professionals in the fields of medicine and health education.
