IHgIIOJOHIj - World Health Organization Regional Office for Europe

npoliHnaKTHKH npo6neM (DeJong and Wallack, 1992). 3aTpaT6I Ha
aHTHanKOCOnbHOe o6pa3osaHHe B ulKOnaX MOIyT 6bITb CHrnaROM
o3a6oLieHHOCTH 06LueCTBa anKOTORbHbIMH npo6neMaMH, HO MOryT
TaK)ICe npHBeCTH HaC K BbIBOAy, LITO H3MeHeHHli MO)KHO AOCTHTHyTb
cxopee Llepe3 HH,gHBH,Ijyanbxble ycHnHA, LIeM LIepe3 rocy,riapcTsexrrylo
nonHTHxy.
CpeTicTBa. MaccoBOli NH(loopMaL[HH, no HaIIIeMy y6e)KAeHHK),
HrpaloT BawHylo ponb B IIOCTaxosxe Ha noBeCTKy AHA nio6OTO
Bonpoca KaK AJIA nonHTHKOB, TaK H ARA o6ujecTSexxocTH, He
06A3aTenbH0 rosopA nIO,IIAM, LITO HMeHHO OHH AOn)ICHbI AyMaT6, a
cKOpee O LIëM noj[yMaTb; OCBeu[eHHe B HOBOCTAX MO)KeT
cnoco6cTBOSaTb o6cymujeHHio Bonpoca H onpeAenATb npasoMOLIHOCTb
BapHaHTOB nORHTHKH (Atkin, 1989; Milio, 1986). IIpH3HaHHe 3TOTO
CtiaKTa npHSeno K TOMy, LITO rpynnbI 06eCnOKoeHHbIX rpa)K,iiaH, a
Tax)Ke npOnaraHAHCTbI 113 o61necTBeHHOCO 3ApaBOOXpaHeHHA
IieneHanpaBneHHO H CO3HaTenbHO nOCTOAHHO A06HBaIOTCA
OCSeujeHHA LIepe3 cpegCTSa MaCCOBOIi HH(llOpMaLiHH OCHOBHbIX
Bonpocos anxoronbxoii nonHTHKH. rlponaraH,Lja LIepe3 CpeACTBa
MaCCOBOii HH(liopMauHH - 3TO "cTpaTerHLlecKoe Hcnonb3osaHHe
cpeACTB MaCCOBOii HH(bOpMauHH AnA npOABH)KeHHA COL[NanbHblX HRH
o6Ll(ecTBeHHO-nonHTH4ecKlix HHHL[HaTHS" (Wallack, 1990).
Y7Ke ony6nHKOSaxO OHO HRH Asa HCCne,gosaHHA
nponaraH,t>;HcTcxHx xaMnaHNii cpeAcTs Maccosoii HHtlopMauHH no
ânKOTOnIO, xOTOpble npeAnonaralOT cABHr B COLIHanbHOM KJIHMaTe
Boxpyr ânKOTORbHbIX sonpocOS, HO He MOryT HanpAMyio CBA3aTb
AaHHble H3MexeHHA C npose,IieHHeM KaMnaHHFi. HanpHMep,
6naroAapA HHTexcHBHO1i xaMnaHHH no nOBOAy peKnaMbl anKOrOnA B
llIBeiivapHH, KoTOpaA s pe3yn6TaTe He npHSena K sseAeHHlo
orpaHHLIeHHii, cpeAcTSa MaccoBOFi HHCkopMaLIHH, TM He Menee,
CO3,ganH noHHMaHHe TODD, LITO HeB03M0)KHO 3aHHMaTbCA npo6neMaMH
3aBHCHMOCTH, He o6pauxaxeb npH 3TOM K Ba)KHOMy BOnpOCy o
pexnaMe (Muster, 1985). IIocneAoBasLUaA 3a npeAno)KeHHAMH o6
H3MeHeHHH HaJIOCOB B KâRNI13OpHHH, KOTOpble 6bIRH B6IABHHyTbI B
1990 r., 06LLINpHaA npOnaraHAHCTCKaA KaMnaHHA cpeAcTs MaCCOBOH
HH4:lOpMaL[HH BHecna, KaK 6bIR0 nOKa3aH0, CBOii BKnaA B npOLIHbIii
CABHr B 06LuecTSeHHOM MHeHHH no HOBO aKLjH3HOTO c6opa
(Advocacy Institiue, 1992),
I1OA06Hble B03AeIiCTBNA MOryT, TaKHM 06pa3OM, BRHAT6 Ha
cOuHanbHblli KRHMaT BOKpyT nOTpe6neHHA anKOrORA, pacnpocTpaHAA
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