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Public Communication Campaigns [Paperback]

Ronald E. Rice , Charles K. Atkin
2.0 out of 5 stars  See all reviews (2 customer reviews)


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Paperback, November 17, 2000 --  
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Public Communication Campaigns Public Communication Campaigns 3.4 out of 5 stars (5)
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Book Description

November 17, 2000 0761922067 978-0761922063 3rd

In this new, fully revised and expanded Third Edition, Rice and Katz provide readers with a comprehensive, up-to-date look into the field of public communication campaigns. Largely rewritten to reflect the latest theories and research, this text continues in the tradition of ongoing improvement and expansion into new areas. This Third Edition contains several new features. First, an expanded "sampler" section including more recent, intriguing and controversial campaigns has been added. Second, more attention is given to specific practical implications and evaluation of campaigns, using examples from both AIDS and anti-drug campaigns. Third, the book's final section introduces a variety of recent campaign dimensions including community-oriented campaigns, entertainment-education campaigns, and Internet/Web-based campaigns.

This volume will be a valuable resource for both students and researchers in the fields of communication, journalism, public relations, mass media, advertising, and public health programs.



Editorial Reviews

About the Author

Ronald E. Rice (Ph.D. & M.A., Stanford University; B.A., Columbia University) is both the Arthur N. Rupe Chair in the Social Effects of Mass Communication in the Department of Communication and Co-Director of the Carsey-Wolf Center at UC, Santa Barbara. He has been elected divisional officer in the International Communication Association and the Academy of Management, elected President and Fellow of the ICA, awarded a Fulbright Award to Finland, appointed as Wee Kim Wee Professor and then University Professor of the School of Communication and Information at Nanyang Technological University in Singapore, and awarded an Honorary Doctorate from the University of Montreal. He has co-authored or co-edited ten books, including The New Media: Communication, Research and Technology (1984), and The Internet and Health Communication (2001), both also with SAGE. He is widely published in communication science, public communication campaigns, computer-mediated communication systems, methodology, organizational and management theory, information systems, information science and bibliometrics, and social networks.

Charles K. Atkin (Ph.D., University of Wisconsin; B.A., Michigan State University) is University Distinguished Professor in the Department of Communication at Michigan State, where he has served as Chair for 15 years. He teaches and conducts research on mass communication campaigns, particularly in the health domain. Based on sustained accomplishments in applied research on health campaigns, he received the 2006 Decade of Behavior Award from the American Psychological Association and a consortium of 54 social science organizations as well as the 2008 career award as “Outstanding Health Communication Scholar” from National Communication Association and the International Communication Association Health Communication Divisions. In 2010, he was selected for the Phillips Award for Distinguished Applied Communication Research by the National Communication Association. He has been a Fellow of the International Communication Association since 1999. He has published almost 100 journal articles and ten books, including Mass Communication and Public Health (1990, SAGE) and Public Communication Campaigns (1989, 2001, SAGE). His federal grant research has been extensive, with recent major projects on breast cancer and binge drinking.

Product Details

  • Paperback: 440 pages
  • Publisher: Sage Publications, Inc; 3rd edition (November 17, 2000)
  • Language: English
  • ISBN-10: 0761922067
  • ISBN-13: 978-0761922063
  • Product Dimensions: 8.8 x 6.8 x 0.9 inches
  • Shipping Weight: 1 pounds
  • Average Customer Review: 2.0 out of 5 stars  See all reviews (2 customer reviews)
  • Amazon Best Sellers Rank: #1,287,946 in Books (See Top 100 in Books)

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1.0 out of 5 stars Public Communication Campaigns Book April 24, 2013
Format:Paperback|Verified Purchase
The Text was in great shape, but the material was horrible it serve no purpose in relation to educational material and learning. The book was poorly written for a teaching aid.
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4 of 7 people found the following review helpful
3.0 out of 5 stars Public communication campaigns May 21, 2000
By Mare
Format:Paperback
I really would like to see the third edition of this book. I would have given four stars but the material is not as current as I would like. Still, it offers a good foundation for health communication campaigns. My favorite chapter was the last by Wallack: a critique of the field and the future of health communications. I would recommend this book to anyone interested in health communications but would suggest they also find more recent research and scholarly articles.
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