|
Showing 1 - 3 of
3 matches in All Departments
In this fully revised and expanded Fourth Edition, Ronald E. Rice
and Charles K. Atkin provide readers with a comprehensive, up-to-
date look into the field of public communication campaigns. Updated
to reflect the latest theories and research, this text extends
coverage to new areas, including sun protection, organ donation,
human rights, social norms, corporate social responsibility, condom
use, ocean sustainability, fear messages, and digital games.
Classic chapters include updates on topics such as campaign
history, theoretical foundations, formative evaluation, systems
approaches, input-output persuasion matrix, design and evaluation,
meta-analysis, and sense-making methodology.
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.
The media influence how we live--and die. Tobacco can kill us, yet we continue to smoke. Drinking and driving is a lethal combination, yet we continue to drive when inebriated. Poor diet slowly destroys us, yet we continue to eat unhealthily. Why? Evolving from a national conference, Mass Communication and Public Health examines why public information campaigns have achieved limited success and what can be done to improve their effectiveness. This up-to-date volume has a fourfold focus:
|
|