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 2: Public Communication Campaigns—the American Experience
Public Communication Campaigns—the American Experience
Public communication campaigns are a familiar and essential part of American civic culture. Campaign topics range from personal issues, such as health, to social issues, such as equal opportunity, energy conservation, and environmental protection. Campaigns are regarded as public service programs if their goals are widely supported by the public and policy makers. However, if their goals are controversial, then campaigns are regarded as advocacy strategies. As societal values change, some campaign topics (e.g., race and gender equality) move from the second category to the first. Some topics (e.g., the traditional American diet now regarded as unhealthy) move from the first category to the second.
This volume, written by social scientists, ...