Public communication campaigns

著者

書誌事項

Public communication campaigns

edited by Ronald E. Rice, Charles K. Atkin

Sage Publications, 1989

2nd ed

  • : hdc
  • : pbk

大学図書館所蔵 件 / 全6件

この図書・雑誌をさがす

注記

Bibliography: p. 369-404

Includes index

内容説明・目次

内容説明

In 1981 the first edition of Public Communication Campaigns effectively presented the state of the art in public communication campaigns. Program managers, policymakers, administrators, and evaluators brought together valuable perspectives on influencing public knowledge, attitudes, and behavior. The second edition of Public Communication Campaigns continues this tradition, bringing to bear the continual advances--and challenges --in campaign theorizing and research over the past decade. Original chapters from the first edition are significantly revised, providing a fuller body of research and experience. Relevant case studies such as the Stanford Heart Disease Prevention Project and studies of cancer and antismoking campaigns serve to broaden and enrich these discussions. New chapters include a highly innovative campaign sampler that sketches 11 notable campaigns and their implications, and provides historical context for more recent studies. Here is a tutorial on formative evaluation, a discussion of community campaigns, a systems-based evaluation planning methodology, an evaluation of television soap operas as campaign tools, and timely analyses of the conduct of political campaigns and the use of persuasion in adolescent AIDS prevention campaigns. An insightful closing chapter by Larry Wallack challenges some of the basic campaign assumptions about the role of mass media. Like its enlightening predecessor, this volume will play an important role in communication efforts to improve the lives of individuals and society by scholars, policy makers, researchers, practitioners, planners, and evaluators. "Most readers will find the book valuable. . . . The book's scope guarantees some sustenance for all. . . . It packages some impressive pieces by researchers of theoretical and methodological sophistication who have applied their expertise to specific problems. . . . For those interested in the present state of thinking about public communication campaigns, this volume is most useful." --Canadian Journal of Communication

目次

Public Communication Campaigns - William Paisley The American Experience Theory and Design Theoretical Foundations of Campaigns - William McGuire 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 LaRose The McGruff 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 - McNamara, 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 McAlister 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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