Trim: 6 x 8¾
978-1-4985-5299-8 • Hardback • April 2018 • $111.00 • (£85.00)
978-1-4985-5301-8 • Paperback • September 2020 • $44.99 • (£35.00)
978-1-4985-5300-1 • eBook • April 2018 • $39.50 • (£30.00)
Laura Crosswell is assistant professor of health communication at the University of Nevada, Reno.
Lance Porter is the F. Walter Lockett Distinguished Professor of Mass Communication at Louisiana State University.
CHAPTER ONE: The Doctor, the Baker, and the Medicine Maker
CHAPTER TWO: An American System of Pharmaceutical Influence
CHAPTER THREE: Deconstructing Merck’s Awareness Campaign
CHAPTER FOUR: Social Trust and Public Health
CHAPTER FIVE: Consumer Perspectives
CHAPTER SIX: Pharmaceutical Conglomerates and American Politics
CHAPTER SEVEN: Global Implications of American Medicalization
CHAPTER EIGHT: The Genderization of a Vaccination
Appendix A: Commercial Transcripts for Pre-FDA Messages
Appendix B: Moderator Guide for U.S. Focus Groups
Appendix C: Additional Material/Questions for International Focus Groups
Appendix D: Moderator Guide Foe Co-Ed Marketing Focus Groups
Appendix E Demographic Survey for All Focus Groups
Appendix F: Eye Tracking Materials
About the Authors
This book will challenge the approach and deepen the understanding of health communication under the holistic model where politics, propaganda, and public health are connected. The chapters provide an in-depth analysis of the complexities that exist in commercial enterprise and the balance between products, profits, politics, and social benefits. The book represents an enormous step forward in commercializing social awareness and social marketing fully into the field of health communication implementation. Its insights into practice of social cognition theory in Merck's campaign are invaluable for any serious reader of behavioral economics in this contemporary society. The centrality of addressing the public trust and influence of corporate interests in campaign messages makes this publication an essential contribution to the capacity building of public health and health communication as well.
— Muhiuddin Haider, University of Maryland