T414, Sec. 4513, Public Communication Campaigns
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 knowledge and awareness, attitudes
and beliefs, and behavior.  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 practical applications of several
communication theories, including 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 curriculum for the “Media and Society” area of
study.  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. Class meets TR 11:15 -
12:30.