Towards the future of health promotion.

This book chapter aims to: (i) explore the role of the epistemic and academic community of health promoters; (ii) suggest that there are new and emerging public health problems to take into account; (iii) reinforce the need to defend the radical intent of the Ottawa Charter and to develop further anti-oppressive practice; (iv) describe how the health promotion discourse is changing, and moving into new realms of wellbeing; (v) reinforce the importance of hearing lay voices and understanding 'healthworlds'; and (vi) present some ideas for moving forward the value base of health promotion. Fields of endeavour apart from health promotion also struggle with the goals of empowerment, equality, justice, and are also contemplating how to deal with challenges of the 21st century, such as complexity, globalization and social capital. These fields might include education, criminal justice, social work, sport, development, and so provide rich and relevant avenues for further reading.

Health communication.

This book chapter seeks to: (i) consider models of communication and assess their relevance to health communication; (ii) suggest that health promotion must adopt participatory means of communication; (iii) critique top-down 'banking' approaches to communication and education; (iv) discuss the implications of digital technology development on health communication; (v) assert the importance of health education and consider the idea of health literacy; (vi) explore and critique social marketing; and (vii) explore and critique psychological models of behaviour change.

People, power and communities.

This book chapter seeks to: (i) explore 'the community' as a vital context for health promotion; (ii) explore different meanings of community participation, engagement, community involvement and community development; (iii) discuss the importance of social capital; (iv) explore the role of lay involvement in health promotion; and (v) suggest that working with communities and not merely in communities is essential for resilience and wellbeing.

Professional practice.

This book chapter seeks to: (i) explore the role of the settings approach to health promotion and the need for organizational change; (ii) discuss the importance of evidence-based practice and evaluation; (iii) describe some of the ethical issues in practising health promotion; (iv) suggest a means of overcoming the top-down/bottom-up tensions in practice; (v) explore the need for developing partnerships between civil society, NGOs, and private and public sectors; and (vi) outline the skills and competencies of health promoters practising in the 21st century. This chapter has attempted to discuss some challenges in the practice of health promotion, ending on the challenges in terms of the skills required to do health promotion work. Some of these challenges reoccur in the next chapter, particularly when discussing capacity building for health promotion at a societal level rather than the individual level.

The foundations of health promotion.

This book chapter seeks to: (i) explore concepts of 'health' held by lay people and health promoters; (ii) introduce recent work on the social determinants of health; (iii) introduce certain threshold concepts including salutogenesis, social models of health and upstream thinking; (iv) establish the value base of health promotion; (v) introduce the disciplinary foundations of health promotion; (vi) outline in more detail 'empowerment' as a key value in health promotion; and (vii) describe the key WHO conferences, which provide the milestones in the development of health promotion. This chapter has provided a foundation upon which to base further study; it has presented the key values and principles of health promotion; emphasized the need to tackle the social determinants of health; presented a history of health promotion's development through the WHO-led conferences; introduced some threshold concepts; introduced the disciplines that contribute to health promotion; outlined professional and lay concepts of health; and suggested that empowerment approaches are the essence of health promotion.

Health communication.

This book chapter seeks to: (i) consider models of communication and assess their relevance to health communication; (ii) suggest that health promotion must adopt participatory means of communication; (iii) critique top-down 'banking' approaches to communication and education; (iv) discuss the implications of digital technology development on health communication; (v) assert the importance of health education and consider the idea of health literacy; (vi) explore and critique social marketing; and (vii) explore and critique psychological models of behaviour change.

Professional practice.

This book chapter seeks to: (i) explore the role of the settings approach to health promotion and the need for organizational change; (ii) discuss the importance of evidence-based practice and evaluation; (iii) describe some of the ethical issues in practising health promotion; (iv) suggest a means of overcoming the top-down/bottom-up tensions in practice; (v) explore the need for developing partnerships between civil society, NGOs, and private and public sectors; and (vi) outline the skills and competencies of health promoters practising in the 21st century. This chapter has attempted to discuss some challenges in the practice of health promotion, ending on the challenges in terms of the skills required to do health promotion work. Some of these challenges reoccur in the next chapter, particularly when discussing capacity building for health promotion at a societal level rather than the individual level.

People, power and communities.

This book chapter seeks to: (i) explore 'the community' as a vital context for health promotion; (ii) explore different meanings of community participation, engagement, community involvement and community development; (iii) discuss the importance of social capital; (iv) explore the role of lay involvement in health promotion; and (v) suggest that working with communities and not merely in communities is essential for resilience and wellbeing.

Towards the future of health promotion.

This book chapter aims to: (i) explore the role of the epistemic and academic community of health promoters; (ii) suggest that there are new and emerging public health problems to take into account; (iii) reinforce the need to defend the radical intent of the Ottawa Charter and to develop further anti-oppressive practice; (iv) describe how the health promotion discourse is changing, and moving into new realms of wellbeing; (v) reinforce the importance of hearing lay voices and understanding 'healthworlds'; and (vi) present some ideas for moving forward the value base of health promotion. Fields of endeavour apart from health promotion also struggle with the goals of empowerment, equality, justice, and are also contemplating how to deal with challenges of the 21st century, such as complexity, globalization and social capital. These fields might include education, criminal justice, social work, sport, development, and so provide rich and relevant avenues for further reading.

Policies for health in the 21st century.

This book chapter seeks to: (i) Comment on the state of academic health promotion; (ii) explain the differences between health policy, social policy and health in all policy; (iii) explore the policy process; (iv) introduce key ideas from the policy analysis literature; (v) show how ideology affects policy making; and (vi) discuss the role of advocacy within health promotion.