Key Concepts in Public Health identifies fifty key concepts used across the discipline of public health in order to give the reader a broad perspective of the core topics relevant to training and practice. From epidemiology to health promotion, and ethics to leadership, the book offers an exciting guide to the multiprofessional field. Each entry features a snapshot definition of the concept, a broader discussion addressing the main issues and links to practice, key points relevant to the entry, case studies to illustrate the application to practice, and examples of further reading.

Public Health and the Media

Public health and the media


Mass media have been described as ‘any printed or audio-visual material designed to reach a mass audience. This includes newspapers, magazines, radio, television, billboards, exhibition displays, posters and leaflets’ (Naidoo and Wills, 2000: 242). Indeed there may be many interpretations of what the mass media are, depending on individual contexts. The media have evolved to become more international than national, and include examples such as the internet; public health messages using the internet can be seen by anyone with access anywhere in the world. This expansion provides opportunities for public health as well as challenges; however, the objectives of mass media and public health rarely converge (Payne and Schulte, 2003).

Most public health initiatives are influenced by ...

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