the fore, so people think more and more about things in terms of health and act to promote health. When it comes to health issues, medicine is not the only provider of answers, but there have always been alternatives and competitors. At the same time as medicalization, "paramedicalization" has strengthened: also many treatments for which there is no medical basis, at least for now, are popular and commercially successful. See also Interventionism (medicine) Medical model Sociology of health and illness Social stigma References Further reading Horwitz, Allan, and Wakefield, Jerome (2007).The Loss of Sadness: How Psychiatry Has Transformed Normal Sadness into Depressive Disorder. Oxford University Press. Lane, Christopher (2007). Shyness: How Normal Behavior Became a Sickness. Yale University Press. Medical sociology Medical controversies Social constructionism Social problems in medicine