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.

Creating Fear in a Risky World: Generating Effective Health Risk Messages

Creating Fear in a Risky World: Generating Effective Health Risk Messages

Creating fear in a risky world: Generating effective health risk messages
Michael T.Stephenson, KimWitte

It is often considered a quirk of human nature that we are unrealistically optimistic about our likelihood of experiencing negative events (Weinstein, 1980). Most people—in one way or another—engage in behaviors that are considered health risks. There is almost always an excuse, however: We have one more drink because our friends insist, or we fail to get a flu shot because we were just really busy this year. We believe that others might experience harmful effects of their behaviors, but not us (Weinstein, 1984).

In response, some health educators and practitioners have adopted the use of scare tactics, or fear appeal messages, to ...

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