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

1 Strategy Toolbox: Mass Media

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

3 Public Communication Campaigns

4 Media Effects

5 Two Step Flow

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

7 Cultivation Theory (Gerbner & Gross, 1976)

8 Edutainment

9

10 Snyder & LaCroix (2013)

11 Message Design? Image from: genius.comgenius.com

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

13 Media influence on behavior change is modest. Conclusion

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