NHS Health Scotland
Outcome Indicators


Strategic Logic Model


7. Rationale for changing the media environment and social norms.


Foresight highlights that it is critical to consider wider contexts e.g. cultural and social that impact people’s behaviours.  For example influence of organisational cultures, social processes and the media on individual’s lives. [2]

The strategic model tries to illustrate the ‘interconnection’ between social norms and media environments and areas of the model.  For example, encouraging the public sector to have leadership role in obesity prevention or changing provision / exposure to high-energy foods may support ‘social environments’ where an unhealthy weight or obesiogenic environment is less ‘normalised’.  In return, media environments may also help to support healthier choices by addressing exposure to food advertising, promotion of sedentary behaviours, etc.