• Summary
  • Contents
  • Subject index

The discipline of communication has grown in popularity from the time professors of journalism and speech decided, in the mid-1960s, that the term “communication” was an excellent general descriptor for the theory and research that each group aspired to create.  Over time, the two groups grew closer and recognized significant overlap in their theoretical and research interests, but there were also differences in their traditions that kept them apart.  While both groups agreed that communication is a practical discipline, journalism professors focused a great deal of their attention on the education of media professionals.  Speech professors, on the other hand, often were more oriented to the liberal arts and valued the fact that communication could be approached from a variety of traditions, including the arts, ...

Social Marketing Campaigns
Social marketing campaigns

Social marketing is a perspective that is frequently used by people within the communication discipline to guide them on how to influence behavior. Social marketing can be traced to the writings of the sociologist G. D. Weibe, who in the 1950s asked the question “Why can't you sell brotherhood like you sell soap?” (Weibe, 1951–1952, p. 679). Weibe was trying to make the point that marketing professionals over the years had developed very successful techniques for how to market to large-scale audiences in order to sell soap, cars, and other tangible goods. Weibe wondered why similar techniques could not be used to sell people an idea or a cause. In the 1960s and 1970s, other scholars began to follow his ...

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