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

Hardcover | July 19, 2007

byVirginia Berridge

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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, oftenfocussing 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 thelocal 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 theirmind 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 newstyle 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 'pharmaceuticalpublic 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 halfcentury.

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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, oftenfocussing on the environmental advances, or on t...

Virginia Berridge is a Professor of History and Director, Centre for History in Public Health, London School of Hygiene and Tropical Medicine.

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Format:HardcoverDimensions:360 pages, 8.5 × 5.43 × 0.91 inPublished:July 19, 2007Publisher:Oxford University PressLanguage:English

The following ISBNs are associated with this title:

ISBN - 10:0199260303

ISBN - 13:9780199260300

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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 cancerMedicine and the media: marketing public health in the 1960sSystematic gradualism: harm reduction public health and the industry 1950s-1971Technical public health: the 1971 cross government enquiry and the rise of economicsExpert committees and regulation in the 1970sThe rise of health activism in the 1970s: the health pressure groupThe new public health packageEnvironment and infectious disease in the 1980s: from passive smoking to AIDSMedicating the underclass? Pharmaceutical public health and the discovery of addictionConclusion