Purposive attempts to inform, persuade, or motivate behavior change in a well defined and large audience for non-commercial benefits to society within a given time period by organized communication via mass media with interpersonal support.
What are the 5 concepts of communication campaigns?
1. The objectives of the campaign or the media methods employed 2. The strategy used to facilitate change. 3. The potential benefits resulting from proposed change. 4. Public perceptions about the campaign stakeholder. 5. The stakeholders themselves.
Campaign objectives & methods
-Objectives: one group's attempts to influence the attitude/behavior of another
-Methods: genre of communication, type of communications media, and strategies that the campaign employs
Strategy to facilitate change
Campaign uses one of the 3 e's: -Education -Engineering -Enforcement
Potential benefits from proposed change
Campaigns talk about benefits and disadvantages of complying with campaign or not.
Individuals & associations, media, government, and social scientists who initiate the campaign.
Public perceptions about stakeholder
People must see the stakeholder as someone who is entitled to/has the right to offer the messages, place them on the public's issues agenda, and attempt to change the behaviors of the audiences.
What is formative research in health campaigns?
-Before campaign, to figure out how to do campaign -Identifies target audiences & behaviors, figure out channel exposure patterns, develop concept, message execution
What is the theoretical component (theory) in health campaigns?
-Uses theories to explain communication campaigns
What is summative research in health campaigns?
-After campaign, to see how well campaign worked -Measures behavior (how many ppl engaging in behavior) and behavioral intention (how many intend to engage in behavior after campaign)
What are the 4 reasons why campaigns fail?
-Audience attend to messages selectively, based on existing attitudes -Campaign doesn't clearly define criteria for success -Wrong medium is selected to reach audience -Unrealistic goals are set
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