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.

The Cumulative Community Response to AIDS in San Francisco

The Cumulative Community Response to AIDS in San Francisco

The cumulative community response to AIDS in San Francisco
James W.Dearing

Practitioners and scholars trying to encourage community-level change are in the midst of a paradigm shift from social psychology to social ecology. The traditional approach of communication campaigns is based in the social psychological idea that success is defined by individual-level behavior change. The social ecology approach to understanding and studying community improvement is based in the idea that social change occurs because of complementary and reinforcing information circulating through social and organized systems that constitute a community. Such community-level campaigns aim multiple positively related interventions at multiple levels of impact within a given geographic area (Goodman, Wandersman, Chinman, Imm, & Morrissey, 1996). Because this approach to ...

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