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 9: McGuire's Classic Input–Output Framework for Constructing Persuasive Messages
McGuire's Classic Input–Output Framework for Constructing Persuasive Messages
Editors’ Note: The late William J. McGuire was a leading social psychologist who developed an interest in media effects, including public campaigns. His chapter in earlier editions of this book is more frequently cited than any other. Thus, we have adapted and updated the present version primarily based on McGuire (1989d), which provides much more elaboration, additional topics, and extensive references.
This chapter identifies promising input and output variables for use in persuasion campaigns based upon the input communication and output persuasion matrix (see Table 9.1). The first column reviews the input variables from which persuasive communications can be constructed, while the second discusses the mediational output behaviors ...