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Ethics: Campaigns

  • By: Hyunyi Cho & Kai Kuang
  • In: Encyclopedia of Health Communication
  • Edited by: Teresa L. Thompson
  • Subject:Public Health Education & Health Promotion, Health Psychology, Health Communication

Ethics of health communication campaigns concern two main areas. One area is the rationale for a communication campaign, which raises the question: Why communication campaigns, and not other approaches to improving public health? The other area involves the goals and approaches with which health communication campaigns are designed, implemented, and evaluated, raising the question: Whose value and voice determine and direct the campaign processes?

Individual Responsibility Versus Social Justice

Ethical issues in the rationale for health communication campaigns have centered on the tension and balance between individual responsibility and social justice. Valuing individual responsibility entails focusing on changes in individual behaviors through education. Valuing social justice entails focusing on changes in societal conditions through enforcement. These have been two main approaches to improving public health.

Health communication campaigns ...

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