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US Department of Health and Human Services
Substance Abuse and Mental Health Services Administration
Center for Substance Abuse Protection
www.samhsa.gov
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Theories and Models for Health Communications
Using Theories and Models
According to the National Institutes of Health (NIH) National Cancer Institute’s (NCI) Making Health Communications Work (2002), “sound health communication development should draw upon theories(1) and models that offer different perspectives on the intended audiences and on the steps that can influence their change. No single theory dominates health communication because health problems, populations, cultures, and contexts vary. Many programs achieve the greatest impact by combining theories to address a problem.” In planning, developing, implementing, and evaluating the Too Smart To Start Initiative, the Substance Abuse and Mental Health Services Administration is using a comprehensive health communications approach that is guided by various behavioral theories and models.
[b:678bdb32cc]Cultivation Theory (Gerbner, Gross, Morgan, and Signorielli, 1980, 1986).
According to this theory, repeated, intense exposure to deviant definitions of “reality” in the mass media leads to perception of the deviant reality as normal. The result is a social legitimization of the reality as depicted in the mass media, which can influence behavior[/b:678bdb32cc].
I found this reference to "[b:678bdb32cc]deviant realities[/b:678bdb32cc]" most interesting.
Because the version of reality presented by AA has gained so much approval from the public, due, no doubt, to beliefs that any solution to the problem of alcoholism is a positive one, AA has, IMO, become a "sacred cow".
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The result is a social legitimization of the reality as depicted in the mass media,[/color:678bdb32cc]
There is obviously an acceptance of AA among the mainstream media, as can be ascertained by the lack of media coverage of these 1st amendment violations and abuses within the program.
In this way, court-coerced attendance at AA meetings is not perceived by the majority to be a social ill; rather, it is seen to be justified, as witnessed by Colter's posts, and therefore "good".
There is a climate of fear in America at present which has resulted in a tightening of government control in all spheres of our lives.
The fear of the possible detrimental behavior by alcoholics and addicts [b:678bdb32cc]should not[/b:678bdb32cc], in my opinion, be used as an excuse to further restrict or repeal our constitutional freedoms.
Allowing the courts to coerce citizens into indoctrination in the "alternate reality" presented by a religious organization will open the door to other violations of the 1st amendment, and will ultimately result in loss of our most basic civil rights.
With personal freedom comes personal responsibility.
With freedom comes risk.
"You cannot have life without risk".
If we, as a public, "fear" the behavior of addicts and alcoholics, we need to ask ourselves this question:
[b:678bdb32cc]Are we really willing to trade in our basic civil rights, in this case the right to religious freedom, in the name of increased security[/b:678bdb32cc]?
Security from what?
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I wrote to Jeffrey Schaler, PhD, about these issues, and received a reply from him.
[
www.schaler.net]
I have not asked him for permission to post his response, so I will not do so.
He has written a book on the subject of addiction and choice:
[
www.addictionisachoice.com]
Jeffrey Schaler writes about the fallacy of accepting addiction and alcoholism as a disease, as well as discussing the implications of court-coerced attendance at AA meetings.
He did make a few comments that I would like to post:
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It is forbidden in AA to believe that a person can control his or her
own behavior when it comes to drinking irresponsibly, and that addiction is not a disease but a choice, etc.
The penalty for believing and expressing these ideas contrary to the group ideology usually takes the form of a pseudo-medical diagnosis: "denial."
When people are ordered into AA by the state, they disrupt the integrity of the meetings, and confidentiality-anonymity is often breached.
Schaler, like myself, believes that AA has every right to exist.
He does not, from what I have read, advocate preventing anyone from attending AA meetings, (as this would be a violation of their right to religious freedom as well).
He does disagree with the disease theory of alcoholism, indeed, states that "[b:678bdb32cc]psychotherapy has more to do with religion than medicine or science, too, regardless of what the proponents of various schools of psychotherapy have to say about the matter[/b:678bdb32cc]."
His views might be considered heretical, (by AA standards), but I find them to be well though out and thought provoking.
I think he is a "must-read" for anyone concerned with defending our 1st amendment rights.