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.

Singing the (VD) Blues1

Singing the (VD) Blues1

Singing the (VD) blues
Bradley S.Greenberg, WalterGantz

For the past few years, media throughout the world have been discussing and reporting the AIDS problem on news programs, talk shows, telethon fundraisers, PSAs and dramas, newspaper and magazine stories, even novels, often advocating the use of condoms and clean needles, both graphically displayed. What effect is this coverage having on its audiences? Are we more informed or more compassionate? Are we more willing to talk openly with friends, lovers, and other loved ones about the disease and its impact on our own behaviors? Our study on the classic TV show VD Blues gives us a good sense of the answers to such questions.

VD Blues achieved notoriety in the early 1970s because it was the ...

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