Effective Workplace Health Pomotion in the Network Society: the Role of Communication

This contribution is focused on the key role played by communication in Workplace Health Promotion in the context of network society. According to the main WHP models, ascriptive policies have tended to be superseded by ones based on greater participation and involvement of workers in organizations. This emplies engaging and dialogical communication methods towards workers, taking into account the use of social and participatory web with a multi-channel approach. It's possible to identify different levels of communication that are so relevant in the WHP processes, considering the changed medial context in which Health Communication is developing today. From the analysis of a specific case (a multinational pharmaceutical company), conducted through in-depth interviews with some key management figures, critical reflections and some indications emerge to understand and manage an effectively communication in this field.