C56. Rice, R. E. & Atkin, C. K. (2009). Public communication campaigns: Theoretical principles and practical applications. In J. Bryant & M. B. Oliver (Eds.), Media effects: Advances in theory and research, 3rd ed. (pp. 436-468). Hillsdale, NJ: Lawrence Erlbaum.
campaigns can be broadly defined as (1) purposive attempts (2) to
persuade, or motivate behavior changes (3) in a relatively well-defined
large audience, (4) generally for noncommercial benefits to the
and/or society at large, (5) typically within a given time period, (6)
of organized communication activities involving mass media, and
complemented by interpersonal support (adapted and expanded from Rogers
Storey, 1987). The use of
digital media in
campaigns extends the traditional definition a bit. The chapter
summarizes general campaign components according to a framework derived
both Atkin (2001) and McGuire (2001), with increased attention to
of online/digital media for campaigns.
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