Article

Communication Campaigns

Ronald Rice and Charles K. Atkin

in Communication

ISBN: 9780199756841
Published online February 2011 | | DOI: http://dx.doi.org/10.1093/obo/9780199756841-0055
Communication Campaigns

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Public communication campaigns encompass strategies for producing effects on the knowledge, attitudes, and behavior of large populations across a variety of domains, including political, pro-social, environmental, and health outcomes. Public communication campaigns can be broadly defined as purposive attempts to inform, persuade, or motivate behavior changes in a relatively well-defined and large audience, generally for noncommercial benefits to the individuals and/or society at large, typically within a given time period, by means of organized communication activities involving mass and online/interactive media, and often complemented by interpersonal support. The following sections provide selected annotated citations (books, book chapters, articles, and websites) in the general order of the stages involved in developing and implementing communication campaigns: General Overviews (texts, reviews, and guides), Journals, Theory, Social Marketing, Design (messages, media, and audiences), New Media, Formative Evaluation, Implementation (planning and managing), Campaign Issues (Community, Media Advocacy), Health (health issues), HIV/AIDS, Nutrition (including obesity), Drugs (drugs and alcohol), Smoking, Human Rights, Environment, and Evaluation.

Article.  10605 words. 

Subjects: Communication Studies

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