In this fully revised and updated Fourth Edition, Rice and Atkin provide readers with a comprehensive and contemporary look into the field of public communication campaigns. The volume begins with a theoretical and historical overview of public communication campaigns, which generally aim to promote non-commercial benefits to individuals or society. The contributors then explore methods and models of designing, implementing, and evaluating campaigns in depth. Topics examined include a range of recent, intriguing, and controversial campaigns such as AIDS prevention, skin cancer, organ donation, and ocean sustainability. The contributors also explore a variety of recent campaign dimensions including community-oriented campaigns, entertainment-education campaigns, digital games, mobile technology, and social media. Public Communication Campaigns, Fourth Edition 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.
Chapter 16: Transdisciplinary Approaches for Twenty-First Century Ocean Sustainability Communication
Transdisciplinary Approaches for Twenty-First Century Ocean Sustainability Communication
The ocean, Earth's life support system, is under siege. Human actions threaten ocean health at unprecedented scales. No area of the ocean remains pristine or untouched by human activities, from industrialized fishing and aquaculture, oil and natural gas extraction, mineral mining, coastal development, nutrient and toxic pollution, the introduction of pathogens, invasive species, marine transport, overfishing and species extinction, and military testing to perhaps the most destructive of all, climate change (see Jackson, 2008). The interconnectivity and severity of these impacts threaten the very foundation of the ocean food web and consequently pose profound, negative, and irreversible implications for human health and well-being. The International ...