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DOI: 10.1177/1090198105275046 More Than a Message: Framing Public Health Advocacy to Change Corporate PracticesBerkeley Media Studies Group, Public Health Institute
College of Urban and Public Affairs, Portland State University
Berkeley Media Studies Group, Public Health Institute 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.
Key Words: media advocacy • framing • social justice • strategic communications
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