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
|Series:||SAGE Series in Communication Research Series , #18|
|Product dimensions:||5.50(w) x 8.50(h) x (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