Public Communication CampaignsRonald E. Rice, Charles K. Atkin SAGE, 2001 - 428 pàgines In this new, fully revised and expanded Third Edition, Rice and Katz provide readers with a comprehensive, up-to-date look into the field of public communication campaigns. Largely rewritten to reflect the latest theories and research, this text continues in the tradition of ongoing improvement and expansion into new areas. This Third Edition contains several new features. First, an expanded "sampler" section including more recent, intriguing and controversial campaigns has been added. Second, more attention is given to specific practical implications and evaluation of campaigns, using examples from both AIDS and anti-drug campaigns. Third, the book's final section introduces a variety of recent campaign dimensions including community-oriented campaigns, entertainment-education campaigns, and Internet/Web-based campaigns. This volume will be a valuable resource for both students and researchers in the fields of communication, journalism, public relations, mass media, advertising, and public health programs. |
Continguts
Public Communication Campaigns The American Experience | 3 |
Input and Output Variables Currently Promising for Constructing Persuasive Communications | 22 |
Theory and Principles of Media Health Campaigns | 49 |
SenseMaking Methodology Communicating Communicatively with Campaign Audiences | 69 |
Creating Fear in a Risky World Generating Effective Health Risk Messages | 88 |
Evaluating Communication Campaigns | 105 |
Formative Evaluation Research in Campaign Design | 125 |
A SystemsBased Evaluation Planning Model for Health Communication Campaigns in Developing Countries | 146 |
The Strategic Extension Campaigns on Rat Control in Bangladesh | 283 |
Mass Campaigns in the Peoples Republic of China During the Mao Era | 286 |
The Designated Driver Campaign | 290 |
RU SURE? Using Communication Theory to Reduce Dangerous Drinking on a College Campus | 295 |
Sensation Seeking in Antidrug Campaign and Message Design | 300 |
The Cumulative Community Response to AIDS in San Francisco | 305 |
Americas Sacred Cow | 309 |
The Nazi Antitobacco Campaign | 315 |
Communication Campaign Effectiveness Critical Distinctions | 168 |
How Effective Are Mediated Health Campaigns? | 181 |
The Stanford Community Studies Campaigns to Reduce Cardiovascular Disease | 193 |
Using Theory to Select Messages in Antidrug Media Campaigns Reasoned Action and Media Priming | 214 |
Public Relations as Communication Campaign | 231 |
Strategic Communication for International Health Programs | 249 |
Singing the VD Blues | 269 |
The McGruff Crime Prevention Campaign | 273 |
Smokey Bear | 276 |
Littering When Every Litter Bit Hurts | 280 |
Community Partnership Strategies in Health Campaigns | 323 |
The EntertainmentEducation Strategy in Communication Campaigns | 343 |
A WebBased Smoking Cessation and Prevention Program for Children Aged 12 to 15 | 357 |
Using Interactive Media in Communication Campaigns for Children and Adolescents | 373 |
Putting Policy Into Health Communication The Role of Media Advocacy | 389 |
Related References | 403 |
407 | |
About the Authors | 419 |