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American Behavioral Scientist
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The Manipulative Nature of Health Communication Research

Ethical Issues and Guidelines

KIM WITTE

Michigan State University

Researchers and academics have accumulated a great deal of knowledge on how to manipulate individuals' behaviors. Although health communication researchers and practitioners prefer to call their work public health campaigns or health education interventions, the truth is that their ultimate goal is to manipulate people into practicing healthy behaviors. A health communication research and practice moves into the 21st century, this issue must be faced squarely and directly, and strategies must be developed for the ethical use of manipulation techniques to promote health and to prevent disease.

The one fact I would cry from every housetop is this: the Good Life is waiting for us—here and now! At this very moment we have the necessary techniques, both material and psychological, to create a full and satisfying life for everyone.

—B. F. Skinner

Walden II

American Behavioral Scientist, Vol. 38, No. 2, 285-293 (1994)
DOI: 10.1177/0002764294038002009
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