Medicine, the Market and the Mass Media It is sixty years since the end of the Second World War, but historians have only just begun to explore thoroughly the postwar history of health and its interwar antecedents. Most research and literature has focused on health services and the arrival of the NHS; where public health is concerned many historical surveys ignore the recent past and base their investigations on the nineteenth-century public health legacy. This collection opens up the postwar history of public health to sustained research- based, historical scrutiny. Medicine, the Market and the Mass Media examines the development of a new view of ‘the health of the public’ and the influences that shaped it in the postwar years. The book looks at the dual legacy of social medicine through health services and health promotion, and analyses the role of the mass media along with the connections between public health and industry. These essays take a broad perspective examining developments in Western Europe, and the relationships between Europe and the USA. Virginia Berridge is Professor of History and head of the Centre for History in Public Health at the London School of Hygiene and Tropical Medicine, University of London. She has published books and articles on health and society in the twentieth century. Kelly Loughlin is a lecturer in History at the London School of Hygiene and Tropical Medicine and the main focus of her research is the history of health and medical communications in the UK. Routledge Studies in the Social History of Medicine Edited by Joseph Melling, University of Exeter, and Anne Borsay, University of Wales at Swansea. The Society for the Social History of Medicine was founded in 1969, and exists to promote research into all aspects of the field, without regard to limitations of either time or place. In addition to this book series, the Society also organises a regular programme of conferences, and publishes an internationally recognised journal, Social History of Medicine. The Society offers a range of benefits, including reduced-price admission to conferences and discounts on SSHM books, to its members. Individuals wishing to learn more about the Society are invited to contact the series editors through the publisher. The Society took the decision to launch ‘Studies in the Social History of Medicine’, in association with Routledge, in 1989, in order to provide an outlet for some of the latest research in the field. Since that time, the series has expanded significantly under a number of series editors, and now includes both edited collections and monographs. Individuals wishing to submit proposals are invited to contact the series editors in the first instance. 1 Nutrition in Britain Science, scientists and politics in the twentieth century Edited by David F.Smith 2 Migrants, Minorities and Health Historical and contemporary studies Edited by Lara Marks and Michael Worboys 3 From Idiocy to Mental Deficiency Historical perspectives on people with learning disabilities Edited by David Wright and Anne Digby 4 Midwives, Society and Childbirth Debates and controversies in the modern period Edited by Hilary Marland and Anne Marie Rafferty 5 Illness and Healing Alternatives in Western Europe Edited by Marijke Gijswit-Hofstra, Hilary Marland and Has de Waardt 6 Health Care and Poor Relief in Protestant Europe 1500–1700 Edited by Ole Peter Grell and Andrew Cunningham 7 The Locus of Care Families, communities, institutions, and the provision of welfare since antiquity Edited by Peregrine Horden and Richard Smith 8 Race, Science and Medicine, 1700–1960 Edited by Waltraud Ernst and Bernard Harris 9 Insanity, Institutions and Society, 1800–1914 Edited by Bill Forsythe and Joseph Melling 10 Food, Science, Policy and Regulation in the Twentieth Century International and comparative perspectives Edited by David F.Smith and Jim Phillips 11 Sex, Sin and Suffering Venereal disease and European society since 1870 Edited by Roger Davidson and Lesley A.Hall 12 The Spanish Influenza Pandemic of 1918–19 New perspectives Edited by Howard Phillips and David Killingray 13 Plural Medicine, Tradition and Modernity, 1800–2000 Edited by Waltraud Ernst 14 Innovations in Health and Medicine Diffusion and resistance in the twentieth century Edited by Jenny Stanton 15 Contagion Historical and cultural studies Edited by Alison Bashford and Claire Hooker 16 Medicine, Health and the Public Sphere in Britain, 1600–2000 Edited by Steve Sturdy 17 Medicine and Colonial Identity Edited by Molly P.Sutphen and Bridie Andrews 18 New Directions in the History of Nursing Edited by Barbara E.Mortimer and Susan McGann 19 Medicine, the Market and the Mass Media Producing health in the twentieth century Edited by Virginia Berridge and Kelly Loughlin 20 The Politics of Madness The state, insanity and society in England, 1845–1914 Joseph Melling and Bill Forsythe 21 The Risks of Medical Innovation Risk perception and assessment in historical context Edited by Thomas Schlich and Ulrich Tröhler 22 New Directions in Nursing History International Perspectives Edited by Barbara Mortimer and Susan McGann Also available in Routledge Studies in the Social History of Medicine series: Reassessing Foucault Power, Medicine and the Body Edited by Colin Jones and Roy Porter Medicine, the Market and the Mass Media Producing health in the twentieth century Edited by Virginia Berridge and Kelly Loughlin LONDON AND NEW YORK First published 2005 by Routledge 2 Park Square, Milton Park, Abingdon, Oxon OX14 4RN Simultaneously published in the USA and Canada by Routledge 270 Madison Ave, New York, NY 10016 Routledge is an imprint of the Taylor & Francis Group This edition published in the Taylor & Francis e-Library, 2005. To purchase your own copy of this or any of Taylor & Francis or Routledge’s collection of thousands of eBooks please go to http://www.ebookstore.tandf.co.uk/. © 2005 editorial matter and selection, Virginia Berridge and Kelly Loughlin; individual chapters, their contributors All rights reserved. No part of this book may be reprinted or reproduced or utilised in any form or by any electronic, mechanical, or other means, now known or hereafter invented, including photocopying and recording, or in any information storage or retrieval system, without permission in writing from the publishers. British Library Cataloguing in Publication Data A catalogue record for this book is available from the British Library Library of Congress Cataloging in Publication Data Medicine, the market and the mass media: producing health in the twentieth century/edited by Virginia Berridge and Kelly Loughlin.— 1st ed. p. cm.—(Routledge studies in the social history of medicine) ISBN 0-415-30432-6 (hardback) 1.Public health—Europe—History—20th century. 2.Social medicine— Europe—History—20th century. 3.Health education—Europe— History—20th century. 4.Mass media in health education—Europe— History—20th century. I. Berridge, Virginia. II. Loughlin, Kelly, 1968– III. Series. RA483.M43 2005 362.1′094′0904—dc22 2004025147 Taylor & Francis Group is the Academic Division of T&F Informa plc. ISBN 0-203-69454-6 Master e-book ISBN ISBN 0-203-35236-X (OEB Format) ISBN 0-415-30432-6 (Print Edition) Contents List of illustrations x List of contributors xii Foreword by Professor Sir Andy Haines xv Acknowledgements xvii Abbreviations xix Introduction 1 VIRGINIA BERRIDGE AND KELLY LOUGHLIN 16 PART I Interwar influences on postwar public health 1 Atlantic crossings in the measurement of health: from US appraisal forms to 18 the League of Nations’ health indices LION MURARD 2 Between war propaganda and advertising: the visual style of accident 51 prevention as a precursor to postwar health education in Switzerland MARTIN LENGWILER 72 PART II The importance of the media in postwar public health 3 The media and the management of a food crisis: Aberdeen’s typhoid 74 outbreak in 1964 LESLEY DIACK AND DAVID SMITH 4 Uneasy prevention: the problematic modernisation of health education in 89 France after 1975 LUC BERLIVET 115 PART III Industrial models, public health and health services 5 Managerialism avant la lettre? The debate on accounting in the NHS 117 hospitals in the 1950s TONY CUTLER 6 From evidence to market: Alfred Spinks’s 1953 survey of new fields for 136 pharmacological research, and the origins of ICI’s cardiovascular programme VIVIANE QUIRKE 7 The ‘invisible industrialist’ and public health: the rise and fall of ‘safer 161 smoking’ in the 1970s VIRGINIA BERRIDGE AND PENNY STARNS 8 Drug regulation and the Welfare State: government, the pharmaceutical 179 industry and the health professions in Great Britain, 1940–80 STUART ANDERSON 204 PART IV Changing models and different national styles 9 Cleansing the air and promoting health: the politics of pollution in postwar 206 Britain MARK JACKSON 10 Americans and Pavlovians: the Central Institute for Cardiovascular Research 227 at the East German Academy of Sciences and its precursor institutions as a case study of biomedical research in a country of the Soviet Bloc (c. 1950– 80) CARSTEN TIMMERMANN 11 Science, markets and public health: contemporary testing for breast cancer 247 predisposition JEAN-PAUL GAUDILLIÈRE AND ILANA LÖWY Index 268 Illustrations Tables 0.1 Lineages in postwar public health 4 1.1 The US appraisal of administrative health practice: maximum 21 total points for each of the local public health department’s major activities 1.2 The US appraisal of administrative health practice: tuberculosis 23 control (total points 100) 1.3 Accomplishments