T414 Public Communication Campaigns
Class number: 11235
Instructor: Traci Hong

Course Description:  This class is designed to examine how mass
media campaigns are planned and executed in order to stimulate
social change via influences on attitudes, behavior, and formation
of opinions.  These course objectives will be achieved by reviewing
the history of public communication campaigns, selected case studies
of campaigns, the theoretical foundation for the design and
implementation of campaigns, and campaign evaluation strategies.  We
will examine the practice of several communication theories, which
include but are not limited to, persuasion theories, social learning
theory, compliance techniques, and information processing theories.
Campaign topics will be related to health issues as well as other
social actions such as education and politics.  By the end of the
course, students will be able to evaluate and design effective
public communication campaigns.  This class accommodates
approximately 35 students and is taught in a combination of lecture
and seminar format.  There is no separate discussion section, so
students are expected to participate during class time. This course
is part of the “Media and Society” emphasis of the major.  The
prerequisite for the course is T205 or consent of the instructor.
Readings are from Rice, R. E. & Atkin, C. K. (2001).Public
Communication Campaigns (3rd. ed.).Thousand Oaks:Sage.  Additional
readings will also be posted on the library’s electronic reserve.
Class meets TR 2:30 -3:45.