Campaigns American use becomes viable in the 1970s; used by government from early 20 th Century

Campaigns A campaign is an organized strategy using communication to affect change. Social advertising—the use of advertising media for a social purpose. PSAs Induce behavioral change of a more profound nature than the choice of a specific brand of a packaged good that the advertiser seeks.

Characteristics of Campaigns Often coordinate effects across different media and interpersonal channels. Often result from conflicts between competing groups or organizations. Salmon—campaigns occur when an organization perceives a threat to interests or values to which it is committed. Goals range from incremental changes to dramatic steps that appear revolutionary.

More Characteristics Paisley—reform—actions to make society or the lives of people better—is a unifying principle of public communication campaigns. US—goes through specific steps to solve social problems –first, engineering and new technologies –second, persuasion –finally, coercion (laws/i.e. seat belts)

Media Role Coverage of one aspect prompts discovery of other issues Response to the stories create a cycle of coverage which elevates public concern Media perform accelerating/decelerating role in social movement; rarely seen as initiators Media coverage of social movements is part of a process of social control and conflict management

Campaign Structures Paisley –5 key concepts –objectives(what) –strategies of change (how) –benefits (who) –entitlements (who is asking for change) –stakeholders (what groups/subcultures)

Other Structures Rice and Atkin (p.69) Devine and Hirt add interpersonal dimension –message-based model w/out interpersonal –behaviorally-based model w/interpersonal

Hierarchy of Effects Theory McGuire—a particular step in one’s processing of a message relies on outcomes of prior steps. Three sequences: –low involvement—occurs when consumer not concerned/buying products –high involvement—occurs when consumer is concerned/must learn and then adapt behavior –third sequence—action first, then awareness and attitude

Other Persuasion Theories Social Learning Theory –modeling behavior Theory of Reasoned Action one’s beliefs, attitudes about influential others Exchange Theory –fair and useful activity to engage in

Campaign Topics in U.S. Health and risky behaviors –smoking/condoms Public safety/law and order –designated driver/seat belts economic and national development –developing countries/diffusion of innovation

Targets The explicit goals of all these topics are: 1)to change people’s cognitions 2)as well as their feelings 3)and to encourage certain behaviors Sometimes it works; other cases it has opposite effect—designated driver/seat belts

Hornik Offers five explanations why campaigns make not result in overt behavioral change: –1)community characteristics (economics; development)—KY cigarettes –2)individual characteristics (busy lifestyle) –3)community social influences (again, KY) –4)learned individual characteristics (no problem solving skills) –5)enduring individual characteristics (personality, aggressiveness)

Channel Effectiveness In general, many campaigns use only one medium; those campaigns that use a variety of channels/media are usually more successful. Those that add interpersonal channels are even more successful and those who add interpersonal channels with organized messages are the most successful.—Rice and Atkin

Entertainment Channels Television—especially commercial Music videos Soap Operas Rock music/popular music