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基本説明
Explores issues such as sun protection, organ donation, human rights, social norms, corporate social responsibility, use of condoms, ocean sustainability, fear messages and digital games.
Full Description
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.
Contents
SECTION I. OVERVIEW AND HISTORY
Theory and Principles of Public Communication Campaigns - Charles K. Atkin, Ronald E. Rice
Public Communication Campaigns--The American Experience - William Paisley, Charles K. Atkin
Why Can't We Sell Human Rights Like We Sell Soap? - Robert Hornik
SECTION II. DESIGN AND EVALUATION
Guidelines for Formative Evaluation Research in Campaign Design - Charles K. Atkin, Vicki Freimuth
A Systems-Based Evaluation Planning Model for Health Communication Campaigns in Developing Countries - Ronald E. Rice, Dennis Foote
Evaluating Communication Campaigns - Thomas W. Valente, Patchareeya P. Kwan
Communication Campaign Effectiveness and Effects: Some Critical Distinctions - Charles T. Salmon, Lisa Murray-Johnson
How Effective Are Mediated Health Campaigns? A Synthesis of Meta-Analyses - Leslie B. Snyder, Jessica M. LaCroix
SECTION III. THEORY FOUNDATIONS
McGuire's Classic Input-Output Framework for Constructing Persuasive Messages - William J. McGuire
Sense-Making Methodology as an Approach to Understanding and Designing for Campaign Audiences: A Turn to Communicating Communicatively - Brenda Dervin, Lois Foreman-Wernet
Inducing Fear as a Public Communication Campaign Strategy - Marco C. Yzer, Brian G. Southwell, Michael T. Stephenson
Truth in Advertising: Social Norms Marketing Campaigns to Reduce College Student Drinking - William DeJong, Sandi W. Smith
SECTION IV. APPLYING THEORY AND EVALUATION
The Go Sun Smart Campaign: Achieving Individual and Organizational Change for Occupational Sun Protection - David B. Buller, Barbara J. Walkosz, Peter A. Andersen, Michael D. Scott, Mark B. Dignan, Gary R. Cutter
A Mass Media Campaign to Increase Condom Use Among High Sensation-Seeking and Impulsive Decision-Making Young Adults - Philip C. Palmgreen, Seth M. Noar, Rick S. Zimmerman
Public Communication Campaigns to Promote Organ Donation: Theory, Design, and Implementation - Susan E. Morgan
Transdisciplinary Approaches for Twenty-First Century Ocean Sustainability Communication - Ronald E. Rice, Julie A. Robinson
Sociocognitive Approaches for AIDS Prevention: Explicating the Role of Risk Perceptions and Efficacy Beliefs in Malawi - Rajiv N. Rimal, Rupali Limaye
Corporate Social Responsibility Campaigns: What Do They Tell Us About Organization-Public Relationships? - Maureen Taylor
Designing Digital Games, Social Media, and Mobile Technologies to Motivate and Support Health Behavior Change - Debra A. Lieberman
Community Partnership Strategies in Health Campaigns - Neil Bracht, Ronald E. Rice
Closing the Gaps in Practice and in Theory: Evaluation of the Scrutinize HIV Campaign in South Africa - D. Lawrence Kincaid, Richard Delate, Douglas Storey, Maria Elena Figueroa
The Rising Tide of Entertainment-Education in Communication Campaigns - Arvind Singhal, Hua Wang, Everett M. Rogers
Putting Policy into Health Communication: The Role of Media Advocacy - Lori Dorfman, Lawrence Wallack
