Health and life situation of Brazilian population is worrisome. The SUS although institutionalized from a broad health concept still operates with a narrow health concept. It does not take actions that take into consideration social, economic, and environmental factors that interfere on the life and health of the population. Health Promotion as a theoretical referential that offers a broad way of thinking and acting in health reinforces the SUS' framework proposal through the intervention on those factors. It postulates as necessary the participation of the population in the decision and policy-making processes, which entails their empowerment. Such practices, however, are fortuitous and inexpressive in face of the existing problems. The objective of this paper is to show and comment on the forces that may be counteracting the insertion and development of Health Promotion: the biomedical model and the structures of the relationships, government, midia and the very medicalized culture of the population.
Health Promotion; Social Participation; Intersectoriality; Biomedical Paradigm; Social Comunication