This book increases our understanding of the influences of mass media on health issues and problems. It explores shared responsibilities among media and public health professionals and designs strategies and sets priorities for influencing policy makers who deal with health issues. The discussions are centred around conflicts within various public health, media and academic communities. Contributors also address the complexities of the health information to be conveyed, as well as audience responses to health content in the media. The book provides a foundation for mass media and public health professionals to understand each other better and to work together more effectively for improved public health.