In this new, 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.
Chapter 12: Using Theory to Select Messages in Antidrug Media Campaigns: Reasoned Action and Media Priming
Using Theory to Select Messages in Antidrug Media Campaigns: Reasoned Action and Media Priming
This chapter takes on two closely related tasks. First, it describes the large National Youth Anti-Drug Media Campaign (NYADMC) and the efforts to evaluate this program. Then, it focuses on theoretical issues associated with the selection of messages for antidrug campaigns.
The National Youth Anti-Drug Media Campaign
In 1997, the Office of National Drug Control Policy (ONDCP) received initial 5-year funding from the U.S. Congress to create ‘a large-scale paid media campaign [Page 215]to educate and enable America's youth to reject illegal drugs’ (NYADMC, 1998, p. 3)—the National Youth Anti-Drug Media Campaign.
AUTHORS' NOTE: This ...