Public Communication Campaigns

by Ronald E. Rice

• ISBN13: 9780761922056
• ISBN10: 0761922059
• Edition: 3rd
• Format: Hardcover
• Copyright: 2000-11-17
• Publisher: Sage Publications, Inc

Summary

In this 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.

Table of Contents

Preface	ix
PART I: HISTORICAL AND THEORETICAL FOUNDATIONS
Public Communication Campaigns: The American Experience	3	(19)
William J. Paisley
Input and Output Variables Currently Promising for Constructing Persuasive Communications	22	(27)
William J. McGuire
Theory and Principles of Media Health Campaigns	49	(20)
Charles K. Atkin
Sense-Making Methodology: Communicating Communicatively With Campaign Audiences	69	(19)
Brenda Dervin
Micheline Frenette
Creating Fear in a Risky World: Generating Effective Health Risk Messages	88	(17)
Michael T. Stephenson
Kim Witte
PART II: CAMPAIGN DESIGN AND EVALUATION
Evaluating Communication Campaigns	105	(20)
Thomas W. Valente
Formative Evaluation Research in Campaign Design	125	(21)
Charles K. Atkin
Vicki S. Freimuth
A Systems-Based Evaluation Planning Model for Health Communication Campaigns in Developing Countries	146	(22)
Ronald E. Rice
Dennis R. Foote
Communication Campaign Effectiveness: Critical Distinctions	168	(13)
Charles T. Salmon
Lisa Murray-Johnson
How Effective Are Mediated Health Campaigns?	181	(12)
Leslie B. Snyder
PART III: LESSONS FROM THE FIELD
The Stanford Community Studies: Campaigns to Reduce Cardiovascular Disease	193	(21)
June A. Flora
Using Theory to Select Messages in Antidrug Media Campaigns: Reasoned Action and Media Priming	214	(17)
Joseph N. Cappella
Martin Fishbein
Robert Hornik
R. Kirkland Ahern
Sarah Sayeed
Public Relations as Communication Campaign	231	(18)
David M. Dozier
Larissa A. Grunig
James E. Grunig
Strategic Communication for International Health Programs	249	(20)
Phyllis Tilson Piotrow
D. Lawrence Kincaid
PART IV: A CAMPAIGN SAMPLER
Singing the (VD) Blues	269	(4)
Bradley S. Greenberg
Walter Gantz
The McGruff Crime Prevention Campaign	273	(3)
Garrett J. O' Keefe
Kathaleen Reid-Martinez
Smokey Bear	276	(4)
Ronald E. Rice
Littering: When Every Litter Bit Hurts	280	(3)
Robert B. Cialdini
The Strategic Extension Campaigns on Rat Control in Bangladesh	283	(3)
Ronny Adhikarya
Mass Campaigns in the People's Republic of China During the Mao Era	286	(4)
Alan P. L. Liu
The Designated Driver Campaign	290	(5)
Jay A. Winsten
William DeJong
RU SURE? Using Communication Theory to Reduce Dangerous Drinking on a College Campus	295	(5)
Linda C. Lederman
Lea P. Stewart
Sherry L. Barr
Richard L. Powell
Lisa Laitman
Fern Walter Goodhart
Sensation Seeking in Antidrug Campaign and Message Design	300	(5)
Philip Palmgreen
Lewis Donohew
Nancy Grant Harrington
The Cumulative Community Response to AIDS in San Francisco	305	(4)
James W. Dearing
America's Sacred Cow	309	(6)
Matilda Butler
The Nazi Antitobacco Campaign	315	(8)
Robert Proctor
PART V: NEW APPROACHES AND CURRENT CHALLENGES
Community Partnership Strategies in Health Campaigns	323	(20)
Neil Bracht
The Entertainment-Education Strategy in Communication Campaigns	343	(14)
Arvind Singhal
Everett M. Rogers
A Web-Based Smoking Cessation and Prevention Program for Children Aged 12 to 15	357	(16)
David B. Buller
W. Gill Woodall
John R. Hall
Ron Borland
Bryan Ax
Melissa Brown
Joan Marquardt Hines
Using Interactive Media in Communication Campaigns for Children and Adolescents	373	(16)
Debra A. Lieberman
Putting Policy Into Health Communication: The Role of Media Advocacy	389	(14)
Lawrence Wallack
Lori Dorfman
Related References	403	(4)
Index	407	(12)
About the Authors	419