Summary
Contents
Subject index
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.
Strategic Communication for International Health Programs
Strategic Communication for International Health Programs
During the past half century, international health communication programs have gradually moved from a primarily individual educational effort to a more market-oriented approach, more responsive to communities and to individuals as participants and as consumers. In the process, health communication programs have adopted and adapted many strategic concepts from the expanding fields of commercial enterprise, political campaigning, and mass media. During the past two decades, family planning and population programs have replaced agriculture-based extension programs as leaders in development communication. They have been followed by increasing emphasis on nutrition (Hornik, 1998), child health through immunization and oral rehydration (Graeff, Elder, & Booth, 1993; Seidel, 1992), maternal health (Griffiths, Moore, & Favin, ...
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