The ethical dimensions of health communicators interventions and campaigns are brought into question in this thought-provoking book. Examining the efforts to effect behavior change, the author questions how far health communication can and should go in changing peoples values. The author broadens the current analysis of interventions and presents conceptual frameworks that help identify values and justifications that are embedded in health communication goals, strategies, and evaluation criteria. This critical approach helps explain how and why choices are made in design and implementation, and provides constructs and frameworks to examine them. It also widens the criteria for program evaluation and policymaking, and provides practitioners, planners, policy-makers, researchers, and students with practice-oriented questions.
Introduction Values in Public Health Communication Interventions Beyond a Strategic Approach Justifications 'They Are Always There' Values in Intervention Facets Even When They Apply the Same Justifications, Interventions Are Not the Same The Personal Responsibility Typology Analyses of Intervention Types Community Involvement Ethical Dilemmas and Practice-Oriented Questions Toward a Normative Approach
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