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.

Mass Campaigns in the People's Republic of China during the Mao Era1

Mass Campaigns in the People's Republic of China during the Mao Era1

Mass campaigns in the people's republic of China during the Mao era
Alan P. L.Liu

From the consolidation of political power in the early 1950s by the Chinese Communists under Mao Zedong, until his death in 1976, the People's Republic of China (PRC) conducted more than 74 national mass campaigns (Cell, 1977). Late in this revolutionary and formative period, word began spreading about both the massiveness and the apparent success of such campaigns. The mobilization of an entire nation toward some social conditions, mixed with minimal information about them, lent an air of mystique to the PRC campaigns.

These campaigns typically served one of several purposes: (a) class struggle campaigns designed to introduce a new institution ...

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