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 10: Sense-Making Methodology as an Approach to Understanding and Designing for Campaign Audiences: A Turn to Communicating Communicatively
Sense-Making Methodology as an Approach to Understanding and Designing for Campaign Audiences: A Turn to Communicating Communicatively
This chapter introduces Dervin's Sense-Making Methodology (SMM) as an alternative approach to conducting research for, designing, and implementing public communication campaigns. In positioning itself as an alternative approach, SMM starts with the assumption that what is commonly called a public communication campaign is more usefully defined as part of a broad and comprehensive communication approach designed to create lasting and viable intersections between institutions and internal and external constituencies. SMM is based on a theory of the practice and design of dialogue. Inherent to that theory is the ...