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MEDIA LITERACY AND INTERCULTURAL DIALOGUE Strategies, Debates and Good Practices Tung, R. L. & Verbeke, A. (2010). “Beyond Hofstede and GLOBE: Improving the quality of cross-cultural research”. Journal of International Business Studies, 41(8): 1259-1274. 63
MEDIA LITERACY AND INTERCULTURAL DIALOGUE Strategies, Debates and Good Practices Health policies in the news: communication strategies of the last three ministers in Portugal 1 Felisbela Lopes Communication and Society Research Centre University of Minho felisbela@ics.uminho.pt Vasco Ribeiro University of Porto fmribeiro@letras.up.pt Teresa Ruão Communication and Society Research Centre University of Minho truao@ics.uminho.pt Sandra Marinho Communication and Society Research Centre University of Minho marinho@ics.uminho.pt Luciana Fernandes Research Fellow lucianagmf@gmail.com Abstract After being involved in many polemic events for several months, Portuguese Health Minister Correia de Campos left office on January 29 th 2008, and was replaced by the paediatrician Ana Jorge. It lagged behind an intense newsability about health policies initiated by that Minister, prolix in declarations to the media. His successor embraced a more sober style. Health policies didn’t change much, but the news items wrote about them were drastically different. In June 21 st 2011, the government team changed and a new Health Minister was sworn - Paulo Macedo – who, like his predecessor, became known for releasing moderate statements to the media, although several profound reforms in the health sector were to be expected. In this paper we want to analyse how those Ministers managed their relation with the media during their governments, and to understand their communication strategies and the journalists’ reaction to them. We gathered every news article that mentioned health policies and was published between 1 This work is funded by FEDER funds through the Programa Operacional Factores de Competividade - COMPETE (FCOMP-01-FEDER-0124-009064) and national funds through FCT - Foundation for Science and Technology under the project "Disease in the News" (PTDC/CCI-COM/103886/2008). – www.lasics.uminho.pt/diseaseinthenews. 64
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