Strategy Toolbox: Mass Media. Learning Objectives Be able to –Describe how the media impacts behavior –Apply best practices of mass media to campaigns.

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Presentation transcript:

Strategy Toolbox: Mass Media

Learning Objectives Be able to –Describe how the media impacts behavior –Apply best practices of mass media to campaigns

Public Communication Campaigns

Media Effects

Two Step Flow

Uses and Gratifications Theory (Blumler & Katz, 1974) UsesGratifications

Cultivation Theory (Gerbner & Gross, 1976)

Edutainment

Snyder & LaCroix (2013)

Message Design? Image from: genius.comgenius.com

Considerations Exposure Audience Characteristics/Preferences Enforcement Quality New v. Stop Commencement v. Prevention

Media influence on behavior change is modest. Conclusion

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