Advances In Public Communication Campaigns

Charles K. Atkin · Ronald E. Rice

37 citations0/0 files storedThe International Encyclopedia of Media Studies

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Media Influence and Health Behavioral Health and Interventions Communication and COVID-19 Impact

Abstract

Abstract This chapter presents an overview of the recent literature on the persuasive effects of public communication campaigns. The scope of the review is substantial, ranging from traditional media to new technologies and from US settings to developing countries. The campaign topics primarily deal with health promotion, along with prosocial behavior and environmental reforms. The chapter examines key theoretical concepts, processes, and strategic guidelines, including campaign design, evaluation (formative, process and summative), types of effects (direct and indirect), messages (prevention vs. promotion vs. informational vs. persuasive, and appeals), message sources, mediated communication, and quantitative dissemination factors. The chapter then illustrates these guidelines with three campaign foci: drug use, smoking, and risky drinking.

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References

1997The Transtheoretical Model of Health Behavior Change 2004Health Promotion by Social Cognitive Means 2003Diffusion of innovations 1986Communication and Persuasion 1997Research and Evaluation in Education and Psychology: Integrating Diversity With Quantitative, Qualitative, and Mixed Methods 2010Using the Internet to Promote Health Behavior Change: A Systematic Review and Meta-analysis of the Impact of Theoretical Basis, Use of Behavior Change Techniques, and Mode of Delivery on Efficacy 2010The Role of Behavioral Science Theory in Development and Implementation of Public Health Interventions 1990Persuasion theory and research

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