Summary
Contents
Subject index
The Circuit of Mass Communication moves beyond the narrow focus of recent work in media and cultural studies to examine the whole process of interaction between the media and the social world. Rejecting approaches that focus only on production, discourse, or audience reception, this new volume examines promotional strategies, government advertising, media production, representation, and audience responses as well as broader impacts on policy, culture, and society. Using a detailed analysis of the struggle over representation during the AIDS crisis, the authors reveal the power of media to influence public opinion and the complex interaction between media coverage audience responses, and contemporary power relations. Based on extensive empirical research, this book offers a range of challenging insights on media power, active audiences, and moral panics that will be of value to media students, sociologists, and social policy and health specialists.
The AIDS Public Education Campaign, 1986–90
The AIDS Public Education Campaign, 1986–90
In December 1986 the British government launched its first television advertising campaign on AIDS. This campaign and others attracted intense debate in the media and elsewhere. Yet much of the debate has been based on analyses of the content of the advertising campaigns rather than knowledge of the process by which the campaigns were produced. This chapter goes behind the icebergs and tombstones of the advertising imagery to report on the struggle to produce AIDS advertising and education materials.
In this chapter we outline the varying perspectives on the campaigns, set out why such generalisations are difficult to sustain, and position the overall approach of the campaign within the liberal/medical orthodoxy. We go ...
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