C69. Atkin, C. K. & Rice, R. E. (2013).
Advances in public
communication campaigns. In E. Scharrer (Ed.),
The international encyclopedia of media
studies: Vol. 5: Media effects/Media psychology (pp. 526-551). London,
UK:
Wiley-Blackwell.
This
chapter
presents an overview of the recent literature
on the persuasive effects of public communication campaigns. The scope
of the
review is substantial, ranging from traditional media to new
technologies and
from U.S.
settings to developing countries. The campaign topics primarily deal
with
health promotion, along with prosocial behavior and environmental
reforms. The
chapter examines key theoretical concepts, processes, and strategic
guidelines,
including campaign design, evaluation (formative, process and
summative), types
of effects (direct and indirect), messages (prevention vs. promotion
vs.
informational vs. persuasive, and appeals), message sources, mediated
communication, and quantitative dissemination factors. The
chapter then illustrates these guidelines
with three campaign foci: drug use, smoking, and risky drinking.
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