The Pros And Cons Of Public Communication Campaigns

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Public communication campaigns can be defined as purposive attempts to inform or influence behaviors in large audiences within a specified time period using an organized set of communication activities and featuring an array of mediated messages in multiple channels generally to produce noncommercial benefits to individuals and society (Rice & Atkin, 2009; Rogers & Storey, 1987). Such Campaigns across the spectrum of health, prosocial, and environmental domains share some similarities to commercial advertising campaigns.
In McGuire’s classic Communication-Persuasion Matrix, or input–output model, the communication input variables include source, message, channel, and audience. The output process posits audience responses to campaign stimuli as proceeding through the basic stages of exposure and processing before effects can be achieved at the learning, yielding, and
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PSA usually attempts to increase public awareness of social problems and their potential solutions. And in many occasions it tries to influence the public beliefs, attitudes, and behaviour concerning them (O’Keefe, 1990). Persuasive messages in public communication campaigns frequently utilize a basic expectancy- value mechanism by designing messages to influence beliefs regarding the subjective likelihood of various outcomes occurring; attitudinal and behavioral effects are contingent upon each individual’s valuation of these outcomes. In seeking to influence behavior, campaigners may decide to promote positive behaviors or to prevent problematic behaviors. Traditionally, prevention campaigns present fear appeals to focus attention on negative consequences of a detrimental practice rather than promoting the desirability of a positive alternative. This approach is most potent in cases where harmful outcomes are genuinely threatening or positive products are insufficiently

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