SUMMARY
While predominant models of prevention focus on the prevention of specific diseases and disorders and/or on the minimisation of harm arising from them, the authors argue for a (theoretical and practical) reinsertion, or a reconstruction, of subjectivity within a web of social connectedness-including a sense of culture (we propose an action-relevant frame of reference), a sense of health as a social construct, and a sense of community-the latter two arising from implications of the former. Specifically, there are said to be three theoretical and potential intervention areas, all with a focus on the reconstruction of subjectivity, that require much greater attention in the study of addiction, especially gambling, as well as in practical and policy responses to these issues.