Information Campaigns: Balancing Social Values and Social Change / Edition 1

by Charles T. Salmon

Overview

Working from the premises that information campaigns and social marketing efforts represent attempts at planned social change and that it is insufficient to examine inherently social phenomena in a social vacuum, the contributors to this volume provide a social context for examining these domains. Interdisciplinary in approach, this volume represents a merging of the traditions of marketing and strategic communication.

The first section, Campaigns and Social Structure, pays particular attention to the social context in which campaigns are designed, implemented and analyzed. Each chapter addresses a set of concerns campaign organizers face and, as a whole, illustrate the broad range of social concerns which campaigns address

Product Details

ISBN-13:	9780803932197
Publisher:	SAGE Publications
Publication date:	11/01/1989
Series:	SAGE Series in Communication Research , #18
Edition description:	New Edition
Pages:	312
Product dimensions:	5.50(w) x 8.50(h) x 0.66(d)

Table of Contents

PART ONE: CAMPAIGNS AND SOCIAL STRUCTURE
Campaigns for Social Improvement - Charles T Salmon
An Overview of Values, Rationales, and Impacts
Community Power and Leadership Analysis in Lifestyle Campaigns - John R Finnegan Jr, Neil Bracht and K Viswanath
Family Planning, Abortion and AIDS - Jane D Brown, Cynthia S Waszak and Kim Walsh Childers
Sexuality and Communication Campaigns
The Knowledge-Behavior Gap in Public Information Campaigns - Robert Hornik
A Development Communication View
Media Coverage and Social Movements - Clarice N Olien, Phillip J Tichenor and George A Donohue
Information and Power - Lana F Rakow
Toward a Critical Theory of Information Campaigns
Campaigns, Change and Culture - Richard W Pollay
On the Polluting Potential of Persuasion
PART TWO: THE CAMPAIGN PROCESS
Publics, Audiences and Market Segments - James E Grunig
Segmentation Principles for Campaigns
Message Strategies for Information Campaigns - Patricia G Devine and Edward R Hirt
A Social Psychological Analysis
Strategies and Tactics in Political Campaigns - Garrett J O'Keefe
Estimating the Magnitude of Threats to Validity of Information Campaign Effects - Steven H Chaffee, Connie Roser and June Flora