Denmark has a strong tradition of public health communication, but the majority of these initiatives draw upon the deficit model where the so called target groups are seen as passive recipients that lack resources to change their lifestyle. The article contributes to the critique of the deficit model in public health communication by the way of two steps. First, by arguing in favour of using a contextual theoretical perspective, that includes multiple social conditions and dynamics, a combination of practice theory and intersectionality. Second, by presenting an ideal-typology of ways of doing ‘healthier’ food among Pakistani Danes, based on a qualitative empirical study of food habits, everyday life and dealings with nutritional communication.
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