DIAS, Maria do Rosário; DUQUE, Alexandra Freches; SILVA, Margarida Guerreiro    DURA, Estrella. Promoção da saúde: O renascimento de uma ideologia. []. , 22, 3, pp.463-473. ISSN 0870-8231.

The nowadays' notion of health promotion, health education and prevention is supported by ideologies, which are somehow changed by social reality. Bearing in mind the epistymological growth of these concepts occurred in the end of the XXth century, it is our purpose, with the present article, to develop a critical reflection on the several strategical racionalities in which concepts are organised, as well as to broach the paradoxes, which establish themselves at the level of bio-psychosocial determinants of health behaviours. Sharing responsabilities, the health care professionals must, collective and proactively, play an important role as health promotors, as they shape and reinforce the "common" meaning of behaviours, so that efective changes may increase in large segments of the population.

: Health promotion; health education; prevention; paradoxes of ideologies; health care promoters; mass media.

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