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Health Promotion International, Vol 13, 319-328, Copyright © 1998 by Oxford University Press
K Bercovitz
The shift from a rigorous prescriptive exercise model to Canada's moderate
'Active Living' is examined. In its articulation as a 'new' and 'unique'
approach, Active Living is reaching a critical turning point in the
evolution of fitness policy in Canada. Active Living claims to represent
the emergence of a new way of thinking and practice, as well as a new
domain of discourse and ideology. In particular it represents an example of
a 'top-down' versus 'bottom-up' strategy for influencing the health of
populations. Like the health promotion field, the literature on Active
Living is replete with jargon and rhetoric. To the extent that Active
Living represents a government-driven concept, a political agenda is
implicit in its mandate. This article begins with an overview of the
social, political and economic context underlying the evolution of Active
Living. This overview sets the stage for understanding how and why Active
Living was created. Following is a critical analysis of the discourse of
Active Living (for example, lifestyle, empowerment, community and
collaboration). An attempt is made to unpack meaning and hidden political
agendas. What is revealed are the ways in which the discourse has: (i)
functioned to conceal power imbalances between government officials,
practitioners and the community; and (ii) been appropriated by government
to justify the rapid retreat of the welfare state from social
responsibility for fitness and health. A discussion of the future of Active
Living is provided. Here I argue that, in so far as it represents a
powerful ideological mechanism for a de-centralized federal role in
fitness, the thrust toward Active Living will continue.Key
words: discourse; physical activity; policy
ARTICLES
Canada's active living policy: a critical analysis
Health Behaviour Research Group, Department of Health Studies and Gerontology, University of Waterloo, 200 University Avenue West, Room MC 6082, Waterloo, Ontario N2L 3G1, Canada
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