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.

Putting Policy into Health Communication1: The Role of Media Advocacy

Putting Policy into Health Communication1: The Role of Media Advocacy

Putting policy into health communication: The role of media advocacy
LawrenceWallack, LoriDorfman

Public communication campaigns are very seductive. They provide the promise of knowledge as ultimate power. Those at risk for a wide range of health problems simply need to get the right information. Once the targets of the campaign have acquired this information, whether it be about how many fruits and vegetables they should eat to avoid cancer or that it is necessary to ‘think when you drink,’ they should be able to act appropriately and avoid health problems. The strategy systematically ignores the wide range of social forces that influence health and focuses on personal choice. Thus, flaws are defined and remedied at the individual ...

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