Media advocacy: Lessons from community experiences

David H. Jernigan, Patricia A. Wright

Research output: Contribution to journalArticle

Abstract

Media advocacy is the strategic use of mass media and community organizing as a resource for advancing a social or public policy initiative. Across the United States, communities are using media advocacy to promote healthier public policies and environments. The U.S. Center for Substance Abuse Prevention commissioned numerous case studies of media advocacy on alcohol and tobacco issues in a diverse array of communities, including efforts in African American and Latino communities or using computer based electronic communication systems. The paper describes these efforts briefly, and summarizes lessons learned, including: media advocacy can lead to larger victories when used as a complement to community organizing in the context of a larger strategic vision for policy change; like policy advocacy, media advocacy is best done in the context of clear long-term goals; conscious framing, guiding the choice of spokespeople, visuals, and messages, can alter media coverage and public debate of health policies; advocates need to respect the media but also remember that they have power in relation to the media; and media advocacy is often controversial and not suited to every situation. The case studies show that media advocacy is a potent tool for public health workers, making an important contribution to campaigns to pro mote healthier public policies.

Original languageEnglish (US)
Pages (from-to)306-330
Number of pages25
JournalJournal of Public Health Policy
Volume17
Issue number3
DOIs
StatePublished - 1996
Externally publishedYes

Fingerprint

Public Policy
community
experience
Public Health
public policy
Mass Media
Health Policy
Hispanic Americans
African Americans
Substance-Related Disorders
Tobacco
media policy
Communication
Alcohols
mass media
communication system
health policy
substance abuse
nicotine
respect

ASJC Scopus subject areas

  • Nursing(all)
  • Public Health, Environmental and Occupational Health
  • Health(social science)
  • Health Professions(all)

Cite this

Media advocacy : Lessons from community experiences. / Jernigan, David H.; Wright, Patricia A.

In: Journal of Public Health Policy, Vol. 17, No. 3, 1996, p. 306-330.

Research output: Contribution to journalArticle

Jernigan, David H. ; Wright, Patricia A. / Media advocacy : Lessons from community experiences. In: Journal of Public Health Policy. 1996 ; Vol. 17, No. 3. pp. 306-330.
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