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ABSTRACT Mass media have a fundamental impact on collective and individual health because they profoundly shape human beliefs and behaviors. The impact of mass media is closely
linked to the interests of corporations that view the manipulation of beliefs and behaviors as an
essential tool to stimulate demand for unhealthy or unnecessary products and services. This article addresses the influence of the media on public health, particularly in promoting unhealthy
values and risky behaviors. It concludes with proposals regarding the possibility of social control
of the media, and new models of health communication that can promote healthy values and
behaviors.
KEYWORDS: Mass Media; Public Health; communication and health.
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