Models of Mass Media: hypodermic, aerosol or agent provocateur?

Advertising has always been wreathed in metaphysical mists. From the time of the first medicine-man selling snake oil from the back of the stagecoach, to the self-induced hypnosis created by so-called 'subliminal' advertizing, to the about-to-be wonders of global commercials via satellite, there has always been a need on the part of some people, at least, to believe in the talismanic properties of advertising and its supposed power to 'manipulate' its audience. Torin Douglas (1984)The aim of this paper is to consider the limitations, potential and peculiarities of mass media in promoting health. Having commented on the nature and variety of available mass media, a number of classic mass media theories are discussed and the popular notion of 'social marketing' is subjected to critical appraisal. Finally, a number of generalizations and guidelines are provided for the efficient use of mass media which centre on the synergistic interaction of education and 'healthy public policy' which is at the heart of health promotion practice.