... the only really effective way of changing health patterns is to change the cultural norms of behaviour. The reaction of health promoters to this difficulty is saturation with oversimplified messages which distort academic epidemiological findings by converting statistical risks into individual possibilities stated as qualitative probabilities and interpreted as certainties, even null hypotheses. The result is that the more widespread the awareness of risk factors, the more they are seen as being daily refuted by the anomalous life of ‘Uncle Norman’ and others.
The impact of HIV/AIDS on concepts relating to risk and culture within British community epidemiology: candidates or targets for prevention Social Science in Medicine 38 (1994) 1325–1335.
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