ABSTRACT
This chapter explores the contradictions which emerge between the interests of individuals and those of communities in the context of the currently fashionable ‘empowerment’ approach to health education/promotion. It provides a critique of health education predicated on individualism in its various expressions, but equally casts doubt on health promotion activity that embodies principles of community development. The chapter attempts to shift emphasis from problem-based approaches to health education/promotion, towards setting-based approaches may be capable of creating an acceptable intercultural basis for increased empowerment and political literacy. ‘Empowerment’ is widely used in the health and social welfare services and clearly involves power and its distribution. The chapter concludes that the New Health Education/Promotion movement, with its emphasis on settings-based rather than problem-oriented activity, holds out the promise of a foundation for a genuinely intercultural health promotion in line with the definition of intercultural health promotion developed.
