Summary
Contents
Subject index
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.
Sense-Making Methodology: Communicating Communicatively with Campaign Audiences
Sense-Making Methodology: Communicating Communicatively with Campaign Audiences
The purpose of this chapter is to describe an approach to researching, designing, and implementing public communication campaigns based on a theoretically defined methodology called Sense-Making. We intentionally refer to members of our audiences as listeners and learners and as teachers and confidantes because the approach we describe rests on philosophic assumptions that mandate that communication (between researcher and researched, policy setter and citizen, and professional expert and intended recipient) be conceptualized, designed, and practiced dialogically. Treating communication as dialogue (i.e., communicatively) requires fundamental redefinitions of the terms audiences and campaigns. In one sense, both terms are no longer applicable—audiences become peers and collaborators—and if there are “campaigns” involved, they are ...
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