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'6 to 8 slices of bread': Swedish health information campaigns in the 1970s
Umeå University, Faculty of Arts, Department of culture and media studies.ORCID iD: 0000-0001-8820-1082
2018 (English)In: Scandinavian Journal of History, ISSN 0346-8755, E-ISSN 1502-7716, Vol. 43, no 2, p. 233-259Article in journal (Refereed) Published
Abstract [en]

Swedish health information, conducted by the National Board of Health and Welfare in collaboration with private participants, expanded rapidly in the 1970s. This study examines a controversial bread campaign, which declared that the National Board, in collaboration with the private Bread Institute, wanted citizens to eat six to eight slices of bread every day. Why and how could such a seemingly unholy alliance come about? Contextualizing the collaborations with the industry, with a network governance approach, this article seeks the answers by investigating the organizational conditions behind the various campaigns. Different conflicting dilemmas influenced the campaigns and their outcomes. For example, the desire to maximize the dissemination of information, and at the same time controlling it, as well as the imbedded power dynamics between private and public sector. The result points to a shift from strong to weak interdependence between the government agency and collaborating parties, basically due to the agency's diminishing campaign resources, which opened up for a stronger commercialization of the bread campaign.

Place, publisher, year, edition, pages
Routledge, 2018. Vol. 43, no 2, p. 233-259
Keywords [en]
Sweden, health information, network governance, health education, information campaign, public information
National Category
Media Studies
Identifiers
URN: urn:nbn:se:umu:diva-144755DOI: 10.1080/03468755.2018.1430567ISI: 000428518100003OAI: oai:DiVA.org:umu-144755DiVA, id: diva2:1182462
Available from: 2018-02-13 Created: 2018-02-13 Last updated: 2018-06-09Bibliographically approved

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Norén, Fredrik
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CiteExportLink to record
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Citation style
  • apa
  • ieee
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Language
  • de-DE
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  • nn-NB
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Output format
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