摘要：This paper argues that health promotion and within that health communication are themselves a particular type of social practice that attempt to disrupt day to day patterns of living to bring about change for better individual and collective health. Inherently relational and dialogical, they require a different approach to evaluation from the experimental approach commonly promulgated as the gold standard in the health sciences. At the centre of all research but particularly evaluation, lie a set of values and particular paradigm. The way any evaluation is done reflects and imposes a particular set of values and in doing so either recreates and reinforces a particular social world or makes a contribution to changing it.
其他摘要：This paper argues that health promotion and within that health communication are themselves a particular type of social practice that attempt to disrupt day to day patterns of living to bring about change for better individual and collective health. Inherently relational and dialogical, they require a different approach to evaluation from the experimental approach commonly promulgated as the gold standard in the health sciences. At the centre of all research but particularly evaluation, lie a set of values and particular paradigm. The way any evaluation is done reflects and imposes a particular set of values and in doing so either recreates and reinforces a particular social world or makes a contribution to changing it.
关键词：Health promotion; cHealth programs; social values. Promoción de la salud; programas de salud comunitarios; valores sociales.
