Public Communication Campaigns
Public Communication Campaigns by Ronald E. Rice, published by SAGE Publications in June 1989, is a comprehensive exploration of campaign research within the field of communication studies. This second edition features significant revisions to original chapters, reflecting a decade of research and experience. It presents new insights into various notable campaigns and their implications, offering a detailed examination of formative evaluation and community campaigns.
Readers will find an in-depth analysis of political campaigns and the use of persuasion in adolescent AIDS prevention efforts. The book also critically examines alternative channel effectiveness hypotheses and includes a study of a pro-social soap opera in India. By challenging fundamental assumptions about the role of mass media in campaigns, this edition serves as a valuable resource for those interested in language arts and disciplines related to communication studies. With 416 pages, this edition is presented in English and measures 8.5 by 5.5 inches.
Official synopsis Publisher
This second edition of Public Communication Campaigns represents a major revision and establishes new parameters in campaign research. Original chapters are significantly revised in the light of a decade’s research and experience. New chapters sketch eleven notable campaigns and their implications; provide a tutorial on formative evaluation; discuss community campaigns; analyse the conduct of political campaigns; suggest uses of persuasion in adolescent AIDS prevention campaigns; analyze critically alternative channel effectiveness hypotheses; study a remarkable pro-social soap opera in India; and challenge some of the basic assumptions about the role of mass media in campaigns.
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