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Working from the premises that information campaigns and social marketing efforts represent attempts at planned social change and that it is insufficient to examine inherently social phenomena in a social vacuum, the contributors to this volume provide a social context for examining these domains. Interdisciplinary in approach, this volume represents a merging of the traditions of marketing and strategic communication.
The first section, Campaigns and Social Structure, pays particular attention to the social context in which campaigns are designed, implemented and analyzed. Each chapter addresses a set of concerns campaign organizers face and, as a whole, illustrate the broad range of social concerns which campaigns address. The second section, The Campaign Process, addresses more tactical concerns pertaining to the underlying components of campaigns, namely audience research, planning, organization and implementation and evaluation. The eclectic treatment of campaigns serves to enhance the development of both the theory for and the theory of campaigns and imparts a broad understanding of the field for students and professionals in communication, political science and areas of related interest.
List of contents
PART ONE: CAMPAIGNS AND SOCIAL STRUCTURE
Campaigns for Social Improvement - Charles T Salmon
An Overview of Values, Rationales, and Impacts
Community Power and Leadership Analysis in Lifestyle Campaigns - John R Finnegan Jr, Neil Bracht and K Viswanath
Family Planning, Abortion and AIDS - Jane D Brown, Cynthia S Waszak and Kim Walsh Childers
Sexuality and Communication Campaigns
The Knowledge-Behavior Gap in Public Information Campaigns - Robert Hornik
A Development Communication View
Media Coverage and Social Movements - Clarice N Olien, Phillip J Tichenor and George A Donohue
Information and Power - Lana F Rakow
Toward a Critical Theory of Information Campaigns
Campaigns, Change and Culture - Richard W Pollay
On the Polluting Potential of Persuasion
PART TWO: THE CAMPAIGN PROCESS
Publics, Audiences and Market Segments - James E Grunig
Segmentation Principles for Campaigns
Message Strategies for Information Campaigns - Patricia G Devine and Edward R Hirt
A Social Psychological Analysis
Strategies and Tactics in Political Campaigns - Garrett J O¿Keefe
Estimating the Magnitude of Threats to Validity of Information Campaign Effects - Steven H Chaffee, Connie Roser and June Flora
Summary
Working from the premises that information campaigns and social marketing efforts represent attempts at planned social change and that it is insufficient to examine inherently social phenomena in a social vacuum, the contributors to this volume provide a social context for examining these domains.
