More Than a Message: Framing Public Health Advocacy to Change Corporate Practices

Framing battles in public health illustrate the tension in our society between individual freedom and collective responsibility. This article describes how two frames, market justice and social justice, first articulated in a public health context by Dan Beauchamp, influence public dialogue on the h...

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Bibliographic Details
Published in:	Health education & behavior 2005-06, Vol.32 (3), p.320-336
Main Authors:	Dorfman, Lori, Wallack, Lawrence, Woodruff, Katie
Format:	Article
Language:	eng
Subjects:	Advocacy Beliefs Bioethics Business enterprises Change Communications Media Consumer Advocacy - ethics Health Education Health Promotion Humans Industry Industry - ethics Industry - legislation & jurisprudence Industry - organization & administration Marketing Media coverage News Media News Reporting Organizational Innovation Persuasive Communication Policy making Public Health Public Health Administration Public health education Public Policy Social Control Policies Social Justice Social Marketing Social Values SPECIAL SECTION ARTICLES United States Values
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Summary:	Framing battles in public health illustrate the tension in our society between individual freedom and collective responsibility. This article describes how two frames, market justice and social justice, first articulated in a public health context by Dan Beauchamp, influence public dialogue on the health consequences of corporate practices. The authors argue that public health advocates must articulate the social justice values motivating the changes they seek in specific policy battles that will be debated in the context of news coverage. The authors conclude with lessons for health education practitioners who need to frame public health issues in contentious and controversial policy contexts. Specific lessons include the importance of understanding the existing values and beliefs motivating the public health change being sought, the benefits of articulating core messages that correspond to shared values, and the necessity of developing media skills to compete effectively with adversaries in public debate.
ISSN:	1090-1981 1552-6127