B13.  Rice, R. E. & Atkin, C. K. (Eds.) (2012).  Public communication campaigns (4th ed).  Thousand Oaks, CA: Sage. ISBN 9781412987707[Translated and published in Korean by CommunicationBooks, Inc. Mapo-go, Seoul, Korea, 2013; ISBN 979-11-304-3583-1 93300.]

Public Communication Campaigns book coverIn this fully revised and expanded Fourth Edition, Ronald E. Rice and Charles K. Atkin provide readers with a comprehensive, up-to-date look into the field of public communication campaigns. Updated to reflect the latest theories and research, this text extends coverage to new areas, including sun protection, organ donation, human rights, social norms, corporate social responsibility, condom use, ocean sustainability, fear messages, and digital games. Classic chapters include updates on topics such as campaign history, theoretical foundations, formative evaluation, systems approaches, input-output persuasion matrix, design and evaluation, meta-analysis, and sense-making methodology.


Table of Contents

Preface and Acknowledgements
Mission, Market, Major Features and Benefits, Changes from the 3rd Edition, Acknowledgments

Section 1. Overview and History

1. Theory and Principles of Public Communication Campaigns
Charles K. Atkin, Ronald E. Rice
Theoretical Foundations of Campaigns; Audience Segmentation and Campaign Design; Campaign Messages and Media; Campaign Evaluation Methods; Future Challenges; Conclusion; Additional Resources for Campaign Design and Research Information; References
2. Public Communication Campaigns: The American Experience
William Paisley, Charles K. Atkin
Campaign Stakeholders; Defining Characteristics of Public Communication Campaigns; The Essential Concepts of Agenda and Entitlement; Three Centuries of American Public Communication Campaigns; A New Century of Public Communication Campaigns; Conclusion; References
3. Why Can't We Sell Human Rights Like We Sell Soap?
Robert C. Hornik
Three Traditions of Communication and Social Change Scholarship; How Do Scholars of Purposive Communication and Social Change Think about Behavior?; What Issues Will "Human Rights Communication" Need to Address?; Conclusions; References

Section 2. Design and Evaluation

4. Guidelines for Formative Evaluation in Campaign Design
Charles K. Atkin, Vicki Freimuth
Conceptual Framework for Campaign Persuasion; Preproduction Research; Pretesting Research; Types of Pretesting; Conclusion; References
5. A Systems-Based Evaluation Planning Model for Health Communication Campaigns in Developing Countries
Ronald E. Rice, Dennis Foote
Specifying the Goals, Assumptions, and Related Projects; Specifying the System and the Process Model; Specifying Prior States and System Phases; Specifying System Constraints and Intervention Inputs; Specifying Immediate and Long-term Goals; Specifying the Process Model at the Individual Level; Choosing among Research Approaches; Implications for Design; Conclusion; References
6. Evaluating Communication Campaigns
Tom Valente, Patchareeya P. Kwan
The Nature of Evaluation; Evaluation Frameworks; Summative Evaluation Research; Dissemination of Findings; Conclusion; References
7. Communication Campaign Effectiveness and Effects: Some Critical Distinctions
Charles T. Salmon, Lisa Murray-Johnson
What Constitutes an Effective Campaign?; Explicating Campaign Effectiveness; Distinguishing Between Campaign Effects and Effectiveness; Conclusion; References
8. How Effective are Mediated Health Campaigns? A Synthesis of Meta-Analyses
Leslie B. Snyder, Jessica M. LaCroix
Method; Media Campaign Effects by Health Topic; Additional Moderators of Media Campaign Effects; Comparing Media Campaigns to Other Approaches; Conclusions; References

Section 3. Theory Foundations

9. McGuire's Classic Input-Output Framework for Constructing Persuasive Messages
William McGuire
Promising Input Topics on How Communications Can Be Made More Persuasive; Promising Output Topics on How Persuasion Works; Some Basic Implications; References
10. Sense-Making Methodology as an Approach to Understanding and Designing for Campaign Audiences: A Turn to Communicating Communicatively
Brenda Dervin, Lois Foreman-Wernet
Historical Background; The Communicative Premises of the Public Communication Campaign; The Communication Theories Driving Public Communication Campaigns; Critiques of Dominant Approaches; What Is Different about Sense-Making Methodology (SMM): Fundamental Assumptions; Sense-Making Methodology: The Central Metaphor that Drives Practice; SMM Applications; Sense-Making Methodology: Between the Cracks and Against the Grain; Notes; References
11. Inducing Fear as a Public Communication Campaign Strategy
Marco C. Yzer, Brian G. Southwell, Michael T. Stephenson
The Function of Fear; Perceived Risk and Fear; Fear Appeal Theories; Research Evidence for Fear Appeal Effects; Fear Appeals in a Public Communication Context; Conclusion; References
12. Truth in Advertising: Social Norms Marketing Campaigns to Reduce College Student Drinking
William DeJong, Sandi W. Smith
Overview of Social Norms and College Drinking; University of Virginia Case Study; Michigan State University Case Study; Lessons Learned from Recent Research; Conclusion; References

Section 4. Applying Theory and Evaluation

13. The Go Sun Smart Campaign: Achieving Individual and Organizational Change for Occupational Sun Protection
David B. Buller, Barbara J. Walkosz, Peter A. Andersen, Michael D. Scott, Mark B. Dignan, Gary R. Cutter
Conceptual Basis of Go Sun Smart; The Go Sun Smart Program; The Go Sun Smart Effectiveness Trial; The Industry-wide Dissemination Trial on Go Sun Smart; General Conclusions and Next Steps; References
14. A Mass Media Campaign to Increase Condom Use among High Sensation-Seeking and Impulsive Decision-Making Young Adults
Philip C. Palmgreen, Seth M. Noar, Rick S. Zimmerman
Safer Sex Campaign Study; Study Design; Results; Discussion; References
15. Public Communication Campaigns to Promote Organ Donation: Theory, Design, and Implementation
Susan E. Morgan
Theoretical Foundations of Organ Donation Campaigns; Worksite Campaigns; Campaigns for Targeted Populations; Drivers License Bureau Campaigns; Conclusion; References
16. Transdisciplinary Approaches for Twenty-First Century Ocean Sustainability Communication
Ronald E. Rice, Julie A. Robinson
Revealing and Dealing with Blind Spots in Ocean Communication through Transdisciplinary Approaches; Examining the Case of Sustainable Seafood Using the Ocean Communication Model; Conclusion: The Holistic View; References
17. Sociocognitive Approaches for AIDS Prevention: Explicating the Role of Risk Perceptions and Efficacy Beliefs in Malawi
Rajiv N. Rimal, Rupali Limaye
Role of Behavior Change; Theoretical Background; The Risk Perception Attitude (RPA) Framework; The Malawi BRIDGE Project: A Multilevel Approach; A Finer Focus on Behaviors: A Case Study of Condom Use; Conclusions and Future Research; References
18. Corporate Social Responsibility Campaigns: What Do They Tell Us about Organization-Public Relationships?
Maureen Taylor
CSR Campaigns; Perspectives on CSR as a Business Function; CSR as a Relationship Building and Social Capital Formation Function; Case Studies of CSR; Corporate Social Responsibility Campaigns Contribute to a Fully Functioning Society; Conclusion; References
19. Designing Digital Games, Social Media, and Mobile Technologies to Motivate and Support Health Behavior Change
Debra A. Lieberman
Advantages of Games for Health Promotion and Behavior Change; Wide Range of Digital Game Formats; Theory and Research - Obesity Prevention Example; 3D Body Model:  Your Game Character or Game World Could Be.You; Conclusion; References
20. Community Partnership Strategies in Health Campaigns
Neil Bracht, Ronald E. Rice
Community Collaboration: Perspectives on Partnership Approaches; Community Change Theory: Multiple Approaches; Basic Strategies in Organizing Community Campaigns: A Five-Stage Model; Conclusion; References
21. Closing the Gap in Practice and in Theory: Evaluation of the Scrutinize HIV campaign in South Africa
D. Lawrence Kincaid, Richard Delate, Douglas Storey, Maria Elena Figueroa
Theory-Based Communication Cycle of Effective Health Communication Programs; The Scrutinize HIV Prevention Campaign of South Africa; Impact Evaluation; Conclusion; References
22. The Rising Tide of Entertainment-Education in Communication Campaigns
Arvind Singhal, Hua Wang, Everett M. Rogers
The Entertainment-Education Strategy; Soul City: An Entertainment-Education Exemplar; Emerging Trends in Entertainment-Education; Looking Back and Looking Forward; References
23. Putting Policy into Health Communication: The Role of Media Advocacy
Lori Dorfman, Lawrence Wallack
Health Communication Campaigns; Media Advocacy; Conclusion; References

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