Fundamentals of Public Communication Campaigns

Informationen zum Autor JONATHAN MATUSITZ is Associate Professor in the Nicholson School of Communication and Media at the University of Central Florida. His research focuses on the role of communication in terrorism, symbolism in terrorism, the globalization of culture, and health communication. He is the author of more than 150 academic publications and six academic books on terrorism. Dr. Matusitz has delivered presentations on terrorism to the Florida Department of Law Enforcement, the Department of Homeland Security, the Transportation Security Administration, and other law enforcement agencies. Klappentext Public communication campaigns that promote public health or socio-political causes must alter people's behaviors, attitudes, or beliefs in order to be successful. Understanding the factors that affect intention and behavior is critical for creating and implementing effective public communication campaigns. In recent years, designers of public communication campaigns have grown more sophisticated and strategic, integrating established methods of communication and new internet and social media platforms.Fundamentals of Public Communication Campaigns provides a comprehensive and up-to-date introduction to the theory and practice of public messaging in the twenty-first century. This easily accessible textbook describes more than 700 concepts of public communication illustrated by numerous case studies of actual media campaigns in the United States and 25 other countries--including those promoting COVID-19 vaccinations, LGBTQ+ issues, and social activist initiatives like the #MeToo movement and Black Lives Matter. Throughout the text, readers learn how effective communications campaigns relate to social judgment theory, the Health Belief Model, social cognitive theory, self-determination theory, and many more mainstream and emerging theories.Requiring no prior knowledge, Fundamentals of Public Communication Campaigns is a must-read for undergraduate students across the social sciences and the humanities as well as general readers with interest in the subject. Zusammenfassung The most comprehensive and up-to-date textbook on public communication campaigns currently availableFundamentals of Public Communication Campaigns provides students and practitioners with the theoretical and practical knowledge needed to create and implement effective messaging campaigns for an array of real-world scenarios. Assuming no prior expertise in the subject, this easily accessible textbook clearly describes more than 700 essential concepts of public communication campaigns. Numerous case studies illustrate real-world media campaigns, such as those promoting COVID-19 vaccinations and social distancing, campaigns raising awareness of LGBTQ+ issues, entertainment and Hollywood celebrity campaigns, and social activist initiatives including the #MeToo movement and Black Lives Matter (BLM).Opening with a thorough introduction to the fundamentals of public communication campaigns, the text examines a wide array of different health communication campaigns, social justice and social change campaigns, and counter-radicalization campaigns. Readers learn about the theoretical foundations of public communication campaigns, the roles of persuasion and provocation, how people's attitudes can be changed through fear appeals, the use of ethnographic research in designing campaigns, the ethical principles of public communication campaigns, the potential negative effects of public messaging, and much more. Describes each of the 10 steps of public communication campaigns, from defining the topic and setting objectives to developing optimal message content and updating the campaign with timely and relevant information Covers public communication campaigns from the United States as well as 25 other countries, including Australia, Brazil, Canada, China, Egypt, India, Israel, Singapore, South Korea, and the United Kingdom*...

Auteur
JONATHAN MATUSITZ is Associate Professor in the Nicholson School of Communication and Media at the University of Central Florida. His research focuses on the role of communication in terrorism, symbolism in terrorism, the globalization of culture, and health communication. He is the author of more than 150 academic publications and six academic books on terrorism. Dr. Matusitz has delivered presentations on terrorism to the Florida Department of Law Enforcement, the Department of Homeland Security, the Transportation Security Administration, and other law enforcement agencies.

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The most comprehensive and up-to-date textbook on public communication campaigns currently available Fundamentals of Public Communication Campaigns provides students and practitioners with the theoretical and practical knowledge needed to create and implement effective messaging campaigns for an array of real-world scenarios. Assuming no prior expertise in the subject, this easily accessible textbook clearly describes more than 700 essential concepts of public communication campaigns. Numerous case studies illustrate real-world media campaigns, such as those promoting COVID-19 vaccinations and social distancing, campaigns raising awareness of LGBTQ+ issues, entertainment and Hollywood celebrity campaigns, and social activist initiatives including the #MeToo movement and Black Lives Matter (BLM). Opening with a thorough introduction to the fundamentals of public communication campaigns, the text examines a wide array of different health communication campaigns, social justice and social change campaigns, and counter-radicalization campaigns. Readers learn about the theoretical foundations of public communication campaigns, the roles of persuasion and provocation, how people's attitudes can be changed through fear appeals, the use of ethnographic research in designing campaigns, the ethical principles of public communication campaigns, the potential negative effects of public messaging, and much more. Describes each of the 10 steps of public communication campaigns, from defining the topic and setting objectives to developing optimal message content and updating the campaign with timely and relevant information Covers public communication campaigns from the United States as well as 25 other countries, including Australia, Brazil, Canada, China, Egypt, India, Israel, Singapore, South Korea, and the United Kingdom Offers a template for creating or adapting messages for advertising, public relations, health, safety, entertainment, social justice, animal rights, and many other scenarios Incorporates key theories such as the Diffusion of Innovations (DoI) theory, social judgment theory (SJT), the Health Belief Model (HBM), social cognitive theory (SCT), and self-determination theory (SDT) * Includes in-depth case studies of communication campaigns of Islamophobia, antisemitism, white supremacism, and violent extremism. Fundamentals of Public Communication Campaigns is the perfect textbook for undergraduate students across the social sciences and the humanities, and a valuable resource for general readers with interest in the subject.

Contenu

Part I Introducing Public Communication Campaigns 9 Chapter 1 Definitions, Strategies, and Background Information 11 Chapter 2 The 10 Steps of Public Communication Campaigns 47 Chapter 3 Persuasion in Public Communication Campaigns 80 Chapter 4 Thought-Provoking Public Communication Campaigns 121 Part II Health Communication Campaigns 153 Chapter 5 Health Communication Campaigns: General Perspectives 155 Chapter 6 Differences in Literacy and Culture in Health Campaigns 189 Chapter 7 Public Communication Campaigns during the COVID-19 Pandemic 217 Chapter 8 Entertainment-Education, Digital Games, and Celebrity Campaigns 249 Part III Communication Campaigns For Social Justice and Social Change 285 Chapter 9 Social Justice and Social Change 287 Chapter 10 The #MeToo Campaign 310 Chapter 11 Public…