Abstract

In the development of health promotion theory to date insufficient attention has been paid to the question ‘What is the end to which health promotion is directed?’ A distinction can be made between purpose (end) and process (means to end) and if no clear account of purpose exists to illuminate how process contributions relate to its achievement, then health promotion's claim to be a practical discipline is weak. Although ‘well-being’ is frequently cited as the essence of health promotion, a view of ‘well-being’ which goes much beyond the intuitive has yet to emerge. Retention of ‘well-being’ as purpose requires a specific account which allows health promotion's claim to practicality to be clearly demonstrated. In discussing the form such an account would need to take, purely hedonistic conceptions of ‘well-being’ are discounted and the development of an ‘objective’ account, in which ‘capacity for self direction’ would form the key focus, is suggested