Berkeley Media Studies Group, Berkeley, California 94704; email:
Annu Rev Public Health. 2014;35:293-306. doi: 10.1146/annurev-publhealth-032013-182503. Epub 2013 Dec 11.
Media advocacy blends communications, science, politics, and advocacy to advance public health goals. In this article, we explain how media advocacy supports the social justice grounding of public health while addressing public health's "wicked problems" in the context of American politics. We outline media advocacy's theoretical foundations in agenda setting and framing and describe its practical application, from the layers of strategy to storytelling, which can illuminate public health solutions for journalists, policy makers, and the general public. Finally, we describe the challenges in evaluating media advocacy campaigns.
媒体宣传融合了传播、科学、政治和宣传，以推进公共卫生目标。在本文中，我们解释了媒体宣传如何在支持公共卫生的社会正义基础上，应对美国政治背景下公共卫生的“棘手问题”。我们概述了议程设置和框架在媒体宣传中的理论基础，并描述了其实际应用，包括从战略到讲故事的各个层面，这可以为记者、政策制定者和公众阐明公共卫生解决方案。最后，我们描述了评估媒体宣传活动的挑战。
