Public Communication Campaigns (2 Ed.) / Edition 2

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Overview

This second edition of Public Communication Campaigns represents a major revision and establishes new parameters in campaign research. Original chapters are significantly revised in the light of a decade's research and experience. New chapters sketch eleven notable campaigns and their implications; provide a tutorial on formative evaluation; discuss community campaigns; analyse the conduct of political campaigns; suggest uses of persuasion in adolescent AIDS prevention campaigns; analyze critically alternative channel effectiveness hypotheses; study a remarkable pro-social soap opera in India; and challenge some of the basic assumptions about the role of mass media in campaigns.

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Editorial Reviews

Booknews
A textbook or reader for courses in communication, journalism, public relations, advertising, mass media, and public health at the graduate or undergraduate level. Selections on political campaigns have been dropped from the first (1981) and second (no date noted) editions because of their increasingly specialized nature. The remaining themes are historical and theoretical foundations, campaign design and evaluation, lessons from the field, a campaign sampler, and new approaches and current challenges. Most of the case studies are public health campaigns. Annotation c. Book News, Inc., Portland, OR (booknews.com)
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Product Details

  • ISBN-13: 9780803932630
  • Publisher: SAGE Publications
  • Publication date: 6/1/1989
  • Edition description: Second
  • Edition number: 2
  • Pages: 420
  • Product dimensions: 5.50 (w) x 8.50 (h) x 0.93 (d)

Meet the Author

Ronald E. Rice (Ph.D. & M.A., Stanford University; B.A., Columbia University) is both the Arthur N. Rupe Chair in the Social Effects of Mass Communication in the Department of Communication and Co-Director of the Carsey-Wolf Center at UC, Santa Barbara. He has been elected divisional officer in the International Communication Association and the Academy of Management, elected President and Fellow of the ICA, awarded a Fulbright Award to Finland, appointed as Wee Kim Wee Professor and then University Professor of the School of Communication and Information at Nanyang Technological University in Singapore, and awarded an Honorary Doctorate from the University of Montreal. He has co-authored or co-edited ten books, including The New Media: Communication, Research and Technology (1984), and The Internet and Health Communication (2001), both also with SAGE. He is widely published in communication science, public communication campaigns, computer-mediated communication systems, methodology, organizational and management theory, information systems, information science and bibliometrics, and social networks.

Charles K. Atkin (Ph.D., University of Wisconsin; B.A., Michigan State University) is University Distinguished Professor in the Department of Communication at Michigan State, where he has served as Chair for 15 years. He teaches and conducts research on mass communication campaigns, particularly in the health domain. Based on sustained accomplishments in applied research on health campaigns, he received the 2006 Decade of Behavior Award from the American Psychological Association and a consortium of 54 social science organizations as well as the 2008 career award as “Outstanding Health Communication Scholar” from National Communication Association and the International Communication Association Health Communication Divisions. In 2010, he was selected for the Phillips Award for Distinguished Applied Communication Research by the National Communication Association. He has been a Fellow of the International Communication Association since 1999. He has published almost 100 journal articles and ten books, including Mass Communication and Public Health (1990, SAGE) and Public Communication Campaigns (1989, 2001, SAGE). His federal grant research has been extensive, with recent major projects on breast cancer and binge drinking.

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Table of Contents

Public Communication Campaigns - William Paisley
The American Experience
Theory and Design
Theoretical Foundations of Campaigns - William Mc Guire
Audience as Listener and Learner, Teacher and Confidante - Brenda Dervin
The Sense-Making Approach
A Social Marketing Perspective on Communication Campaigns - Douglas S Solomon
Community Health Campaigns - Rina Alcalay and Shanaz Taplin
From Theory to Action
Formative Evaluation Research in Campaign Design - Charles Atkin and Vicki Freimuth
A Systems-Based Evaluation Planning Model for Health Communication Campaigns in Developing Countries - Ronald E Rice and Dennis Foote
Three Models for Summative Evaluation of Prevention Campaigns with A Mass Media Component - Brian R Flay and Thomas D Cook
Experiences From the Field
Campaign Sampler Using Television to Promote Safety Belt Use - E Scott Geller
Singing the (VD) Blues - Bradley Greenberg and Walter Gantz
Freestyle, Revisited - Robert La Rose
The Mc Gruff Crime Prevention Campaign - Garrett J O'Keefe and Kathaleen Reid
Family Planning Communication Campaigns in Developing Countries - Charles Atkin and Hendrika W J Mischke summary of chapter from 1st edition by - Ronald E Rice
Mass Campaigns in the People's Republic of China During the Mao Era - Liu summary of chapter from 1st edition by - Ronald E Rice
Smokey Bear - Mc Namara, Kurth and Hansen
The Great American Values Test - Sandra Ball-Rokeach and Milton Rokeach
Littering - Robert B Cialdini
When Every Litter Bit Hurts
Be Smart. Don't Start - Charles Atkin
The Strategic Extension Campaigns on Rat Control in Bangladesh - Ronny Adhikarya
Communication Campaigns to Prevent Cardiovascular Disease - June A Flora, Nathan Maccoby and John W Farquhar
The Stanford Studies
Political Campaigns - Robert G Meadow
The Potential Role of Persuasion in Adolescent Aids Prevention - Kathleen Reardon
Antismoking Campaigns - Alfred Mc Alister et al
Progress in the Application of Social Learning Theory
Channel Effectiveness in Development Communication Programs - Robert Hornik
Pro-Social Television for Development in India - Arvind Singhal and Everett M Rogers
Epilogue
Mass Media and Health Promotion - Lawrence Wallack
A Critical Perspective

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