Mass media, secular trends, and the future of cardiovascular disease health promotion: An interpretive analysis

Mass media roles in promoting cardiovascular health in the context of lesso ns learned from major U.S. community studies, changing media technology, an d emergent models of media-community partnerships are discussed. Three prin cipal issues are explored: (1) implications of the current expansion, conve rgence, and harmonization of mass media technology;(2) recent trends in med ia coverage of heart disease and population practices; and (3) implications for the future relationship between the media and public health in cardiov ascular health promotion. It is concluded that classic campaign models focu sing on individual-level change have evolved to recognize environmental-lev el influences on behavior. Emergent public health campaign models have move d toward "agenda-building," in which the focus is on a more unified approac h to influencing public and community agendas for social, behavioral, and p olicy change. Recent developments among the commercial mass media may offer new opportunities for public health partnerships to promote cardiovascular health. (C) 1999 American Health Foundation and Academic Press.