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.

RU SURE? Using Communication Theory to Reduce Dangerous Drinking on a College Campus

RU SURE? Using Communication Theory to Reduce Dangerous Drinking on a College Campus

RU SURE? Using communication theory to reduce dangerous drinking on a college campus
Linda C.Lederman, Lea P.Stewart, Sherry L.Barr, Richard L.Powell, LisaLaitman, Fern WalterGoodhart

Dangerous drinking is a serious social issue on college campuses today. For example, Wechsler, Davenport, Dowdall, Mooykens, and Castillo's (1994) national study of drinking among college students found that 44% of the respondents reported a recent episode of dangerous drinking (defined as five or more drinks in one sitting for males and four or more drinks for females). This problem is exacerbated because students consistently overestimate the percentage of their peers who engage in dangerous drinking. Thus, one of the most successful approaches to reducing dangerous drinking has been ...

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