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.

Using Interactive Media in Communication Campaigns for Children and Adolescents

Using Interactive Media in Communication Campaigns for Children and Adolescents

Using interactive media in communication campaigns for children and adolescents
Debra A.Lieberman

Interactive media offer a sharp contrast to traditional persuasional approaches to campaigns. Whereas mass media direct predominantly one-way messages at audiences, interactive media teach via participation and by individualized responses to each user's input. Campaign designers using interactive media can focus on experiential interventions instead of persuasive message construction. With interactive media, we can conceptualize a campaign and develop goals and methods that have not previously been feasible on a large scale. Although no two people are likely to experience any campaign the same way, with interactive media the choices are theirs, and the system's responses to each person are unique. These experiences are enhanced ...

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