Response to: Communication and Health: Media, Marketing and Risk

Abstract

The book 'Communication and Health: Media, Marketing and Risk' by Charlene Elliott and Josh Greenberg offers a critical approach to understanding the intersection of communication and health. It highlights that health communication extends beyond merely conveying information, encompassing intricate social, political, and cultural contexts. The authors advocate for innovative communication strategies, particularly leveraging technology and social media, to address persistent public health challenges like vaccine hesitancy and tobacco consumption, while also adapting to emerging diseases such as COVID-19. Targeting a diverse audience including students, health professionals, and policymakers, the book provides insights into health representation, marketing, co-production, and the management of health risks. It examines the visual representation of health in media and public health campaigns, the dynamics of marketing health to specific demographics, especially children, and the collaborative nature of health communication processes. Each chapter integrates empirical data, case studies, and ethical considerations like data privacy in health surveillance. The book identifies a notable gap in discussions surrounding race and racism, urging communication scholars to further investigate the implications of these factors on health outcomes. Overall, the book delivers valuable perspectives that can inform future research and practices in health communication, making it highly relevant in the current health landscape post-COVID-19.