Health Education Research, Vol. 10, No. 4, 421-430, 1995
© 1995 Oxford University Press
research-article |
Two cultures—one voice? Problems in broadcaster/health educator co-operation
Centre for Mass Communication Research, University of Leicester 104 Regent Road, Leicester, LE1 7LT, UK
This article reports on some collaborative work between health educators and broadcasters in a health education project which used a radio drama serial as a means of message dissemination. The aim of the drama, which was produced by a BBC local radio station, was to draw listeners' attention to certain health issues which were being addressed in other health promotion activities in the project. The research focused on the process of collaboration in order to establish general principles about the problems and potential of broadcaster/health educator co-operation. The research findings show that collaboration can lead to a clash between the cultures of the health educator and the broad-caster. While on the surface the two may enjoy a harmony of interests, there may be conflict over the substance of the health messages communicated. At the centre of the conflict are definitions of ‘professionalism’. For the BBC, in a rapidly changing and increasingly competitive broadcasting environment, the notion of professionalism takes on renewed significance. As a consequence, the BBC is less willing to venture into areas of broadcasting which, for a variety of reasons, may be ‘controversial’. The likely result is that health communicators will find their health message compromised.