Public communication campaigns / edited by Ronald E. Rice, Charles K. Atkin.
1989
659.3 R489
Available at ITU Library&Archives
Items
Details
Call Number
659.3 R489
Title
Public communication campaigns / edited by Ronald E. Rice, Charles K. Atkin.
Language
English
Author
Rice, Ronald E.
Added Author
Atkin, Charles K.
Edition
2nd ed.
Imprint
Newbury Park : Sage Publications, 1989.
Description
416 p. : ill. ; 23 cm.
Summary
[Publisher description] In 1981 the first edition of Public Communication Campaigns effectively presented the state of the art in public communication campaigns. Program managers, policymakers, administrators, and evaluators brought together valuable perspectives on influencing public knowledge, attitudes, and behavior. The second edition of Public Communication Campaigns continues this tradition, bringing to bear the continual advances--and challenges --in campaign theorizing and research over the past decade. Original chapters from the first edition are significantly revised, providing a fuller body of research and experience. Relevant case studies such as the Stanford Heart Disease Prevention Project and studies of cancer and antismoking campaigns serve to broaden and enrich these discussions. New chapters include a highly innovative campaign sampler that sketches 11 notable campaigns and their implications, and provides historical context for more recent studies. Here is a tutorial on formative evaluation, a discussion of community campaigns, a systems-based evaluation planning methodology, an evaluation of television soap operas as campaign tools, and timely analyses of the conduct of political campaigns and the use of persuasion in adolescent AIDS prevention campaigns. An insightful closing chapter by Larry Wallack challenges some of the basic campaign assumptions about the role of mass media. Like its enlightening predecessor, this volume will play an important role in communication efforts to improve the lives of individuals and society by scholars, policy makers, researchers, practitioners, planners, and evaluators.
Note
Includes index.
Bibliography, etc. Note
Bibliography: p. 369-404.
ISBN
0803932626
0803932634 (pbk.)
0803932634 (pbk.)
Location
Library Reading Room 659.3 R489
Record Appears in
General Collection