Marketing Health

Marketing Health : Smoking and the Discourse of Public Health in Britain, 1945-2000

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The post war history of public health and the role of smoking within that history epitomises the tensions which surround taking health to the public. Public health history has largely concentrated on the nineteenth century sanitary period or on the years before the Second World War, often focussing on the environmental advances, or on the professional and occupational history of public health as an activity. This book has a different focus: it deals with the change
in the outlook of public health post war. From a focus on services, vaccination, and dealing with health issues at the local level, public health had developed new discourse. Centring on chronic disease, it became concerned with the concept of 'risk' and targeted individual behaviour. The mass media
and centralised campaigning directed at the whole population replaced local campaigns, and politicians changed their mind about speaking directly to the public on health matters. Their early worries about the 'nanny state' gave place to a desire to inculcate new norms of behaviour, and it was debated how change was to be achieved.

Identifying debates between those believing in 'systematic gradualism' and those who advocated a more coercive approach, Virginia Berridge uses smoking as a model. Such debates brought into play tensions over the relationships between public health and industrial interests. Health campaigning by new style pressure groups like ASH, which were part state funded, was an important motive force behind the change.
In the 1980s and 1990s, public health changed again. Passive smoking and HIV/AIDS brought environmental concerns back into public health, which had disappeared after the 1950s. The 'rise of addiction' for smoking demonstrated the power of pharmaceutical interests to define a new 'pharmaceutical public health' in which treatment and 'magic bullets' were also tactics for prevention. In the early 21st century, public health was play to complex tensions and conflicting impetuses. This book shows
that those tensions were nothing new and outlines their development over the last half century.
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Product details

  • Hardback | 360 pages
  • 146 x 223 x 23mm | 599g
  • Oxford, United Kingdom
  • English
  • 0199260303
  • 9780199260300

Table of contents

Introduction: Marketing health. Smoking and the discourse 1-34 of public health, 1945-2000. ; Public health in the 1950s; the watershed of smoking and lung cancer ; Medicine and the media: marketing public health in the 1960s ; Systematic gradualism: harm reduction public health and the industry 1950s-1971 ; Technical public health: the 1971 cross government enquiry and the rise of economics ; Expert committees and regulation in the 1970s ; The rise of health activism in the 1970s: the health pressure group ; The new public health package ; Environment and infectious disease in the 1980s: from passive smoking to AIDS ; Medicating the underclass? Pharmaceutical public health and the discovery of addiction ; Conclusion
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Review quote

Marketing Health is a must read for anyone with an interest in the evolution of tobacco policy, and public health policies more generally, in the United Kingdom over the last decade. * Wayne Hall, Addiction * ...valuable for the considerable knowledge it imparts about scientists, their research, and their relationship to policy making, and the changing ideology of public health in Britian. * Pamela Pennock Social History of Medicine * ...this will remain a definitive history of public health expertise for many years to come. * Matthew Hilton, Twentieth Century British History * This is an important book not only for anyone specifically interested in tobacco control, but also for anyone interested in the evolution of public health in Britain and further afield. * International Journal of Epidemiology * A consummate and finessed study of the many issues and wrangles around the politics of smoking in Britain in the second half of the twentieth century... a thoughtful and well-researched book. * Mark W Bufton, History *
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