Cool diseases! Inequality of health attention in a social marketing perspective

Anker, T. (2013) Cool diseases! Inequality of health attention in a social marketing perspective. In: World Social Marketing Conference, Toronto, Canada, 21-23 Apr 2013, (In Press)

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Abstract

This paper discusses inequality of health attention and describes how social marketers can address it. First, the concept of health attention is defined and it is argued that dementia provides a significant example of inequality of health attention. Then, Bourdieu’s concept of symbolic capital is employed to explain the specific type of inequality of health attention to which dementia is subject. Finally, it is argued that health branding is a promising tool to improve the symbolic capital associated with particular diseases in order to alleviate inequalities of health attention.

Item Type:Conference Proceedings
Keywords:Social marketing, health attention, Bourdieu, branding, symbolic capital
Status:In Press
Refereed:Yes
Glasgow Author(s) Enlighten ID:Anker, Dr Thomas
Authors: Anker, T.
College/School:College of Social Sciences > Adam Smith Business School > Management

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