Public Communication Campaigns / Edition 3

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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: 9780761922063
  • Publisher: SAGE Publications
  • Publication date: 11/17/2000
  • Edition description: Third Edition
  • Edition number: 3
  • Pages: 440
  • Product dimensions: 5.90 (w) x 8.90 (h) x 1.10 (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

Preface
1 Public Communication Campaigns: The American Experience 3
2 Input and Output Variables Currently Promising for Constructing Persuasive Communications 22
3 Theory and Principles of Media Health Campaigns 49
4 Sense-Making Methodology: Communicating Comunicatively With Campaign Audiences 69
5 Creating Fear in a Risky World: Generating Effective Health Risk Messages 88
6 Evaluating Communication Campaigns 105
7 Formative Evaluation Research in Campaign Design 125
8 A Systems-Based Evaluation Planning Models for Health Communication Campaigns in Developing Countries 146
9 Communication Campaign Effectiveness: Critical Distinctions 168
10 How Effective Are Mediated Health Campaigns? 181
11 The Stanford Community Studies: Campaigns to Reduce Cardiovascular Disease 193
12 Using Theory to Select Messages in Antidrug Media Campaigns: Reasoned Action and Media Priming 214
13 Public Relations as Communication Campaign 231
14 Strategic Communication for International Health Programs 249
15 Singing the (VD) Blues 269
16 The McGruff Crime Prevention Campaign 273
17 Smokey Bear 276
18 Littering: When Every Litter Bit Hurts 280
19 The Strategic Extension Campaigns on Rat Control in Bangladesh 283
20 Mass Campaigns in the People's Republic of China During the Mao Era 286
21 The Designated Driver Campaign 290
22 RU SURE? Using Communication Theory to Reduce Dangerous Drinking on a College Campus 295
23 Sensation Seeking in Antidrug Campaign and Message Design 300
24 The Cumulative Community Response to AIDS in San Francisco 305
25 America's Sacred Cow 309
26 The Nazi Antitobacco Campaign 315
27 Community Partnership Strategies in Health Campaigns 323
28 The Entertainment-Education Strategy in Communication Campaigns 343
29 A Web-Based Smoking Cessation and Prevention Program for Children Aged 12 to 15 357
30 Using Interactive Media in Communication Campaigns for Children and Adolescents 373
31 Putting Policy Into Health Communication: The Role of Media Advocacy 389
Related References 403
Index 407
About the Authors 419
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