Public Communication Campaigns - Couverture souple

Ronald Rice; Charles Atkin

Couverture souple

ISBN 10 : 0803932634 ISBN 13 : 9780803932630

Editeur : SAGE Publications Inc, 1989

Synopsis

Book by None

A propos du livre

Présentation de l'éditeur :

Public communication campaigns are deliberate attempts to inform, persuade or motivate behaviour changes in a large relatively well-defined audience. Emphasizing the continual advances and challenges in campaign theorizing and research over the past decade, this second edition of Public Communication Campaigns represents a major revision and establishes new directions in campaign research. Original chapters are significantly revised, bringing to bear a fuller body of research and experience. New chapters include a campaign sampler which sketches 11 notable campaigns and their implications, a tutorial on formative evaluation, a discussion of community campaigns, and a timely analysis of the conduct of political campaigns. Others include suggestions for the use of persuasion in adolescent AIDS prevention campaigns, a critique of alternative channel effectiveness hypotheses, and the study of a remarkable pro-social televison soap opera in India. A critique of the role of mass media closes the book by challenging some of the basic campaigns assumptions about the role of mass media. The volume is intended for those interested in communication efforts to improve the lives of individuals and the fabric of society, including theoreticians, policy makers, planners, implementors, practitioners and evaluators.

À propos de cette édition

• Éditeur: SAGE Publications Inc
• Date d'édition: 1989
• ISBN 10: 0803932634
• ISBN 13: 9780803932630
• Reliure: Broché
• Numéro d'édition: 2
• Nombre de pages: 416
• Éditeur: Rice Ronald E.