Telecommunications | Public Communication Campaigns
T414 | 21460 | Hong, T.

T414 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 counts toward Social and Historical Studies distribution
requirements in the College of Arts and Sciences. It may, or may
not, also count toward other degree requirements. For more
information about which requirements this course could fulfill see
the College of Arts and Sciences Bulletin at . If you have
questions, or need additional help, see your academic advisor.

This course also meets the course requirement of junior-level seminar
for  Leadership, Ethics, and Social Action.  The prerequisite for
the course is T205.  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.