Summary
Contents
Subject index
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 people’s 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.
Ethical Dilemmas and Practice-Oriented Questions
Ethical Dilemmas and Practice-Oriented Questions
The fundamental value of studying and understanding ethical thought is not that we thereby have definitive guides to moral conduct. Rather, the value lies in becoming aware of the moral options available to us, of the general paradigm within which moral inquiry can take place as concrete human beings grapple with real-life issues. Individual moral choices are frequently not between obvious right and wrong, good and bad, but between actions and values that contain elements of both. The challenge, then, is not so much finding an ethical standard to use but applying a defensible standard in specific instances.
Work for health is a moral endeavor,” exclaims Seedhouse (1988). But it is not, he clarifies, ...
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