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1
Shrensky, Ruth, and n/a. "The ontology of communication: a reconcepualisation of the nature of communication through a critique of mass media public communication campaigns." University of Canberra. Communication, 1997. http://erl.canberra.edu.au./public/adt-AUC20050601.163735.
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Conclusion. It is probably now appropriate to close a chapter in the history of
public communication campaigning. Weaknesses which have
usually been seen as instrumental can now be seen for what they
are: conceptual failures grounded in compromised ontologies and
false epistemologies. As I showed in the last chapter, even when
viewed within their own narrow empiricist frame, public
communication campaigns fail to satisfy a test of empirical efficacy.
But empirical failure reveals a deeper moral failure: the failure of
government to properly engage in a conversation with the citizens
to whom they are ultimately responsible. Whether public
communication campaigns are a symptom or a cause of this failure
lies beyond the scope of this thesis. But there can be little doubt that
the practice of these campaigns has encouraged the persistence of an
inappropriate relation between state and citizens.
The originators and managers of mass media public communication
campaigns conceive of and execute their creations as persuasive
devices aimed at the targets who have been selected to receive their
messages. But we do not see ourselves as targets (and there are
profound ethical reasons why we should not be treated as such),
neither do we engage with the mass media as message receivers. On
the contrary, as social beings, we become actively and creatively
involved with the communicative events which we attend to and
participate in; the mass media, like all other communication
opportunities, provide the means for generating new meanings,
new ways of understanding, new social realities. But people are
constrained from participating fully in public discussion about social
issues; the government's construal of individuals as targets and of
communication as transmitted messages does not provide the
discursive space for mutual interaction.
Governments should aim to encourage the active engagement of
citizens in public discussion by conceiving of and executing public
communication as part of a continuing conversation, not as
packaged commodities to be marketed and consumed, or as messages
to be received. It is time to encourage alternative practices-practices
which open up the possibility of productive conversations which
will help transform the relationship between citizens and state.
However, as I have argued in this thesis, changed practices must be
accompanied by profound changes in thinking, otherwise we
continue to reinvent the past. Communication practice is informed
by the ontology of communication which is itself embedded within
other ontologies and epistemologies. The dominant paradigm of
communication is at present in a state of crisis, caught between two
views of communication power. On the one hand it displays an
obsession with instrumental effectiveness on which it cannot
deliver. On the other hand-in an attempt to discard the
accumulated baggage of dualist philosophy and mechanistic models
of effective communication-it indulges in a humourless critique of
language which, as Robert Hughes astutely observes, is little more
than an enclave of abstract complaint (Hughes 1993:72). This thesis
has been an attempt to open up a space for a new ontology, within
which we might create new possibilities.
2
Jiggins, Stephen, and n/a. "Propaganda and public information campaigns : a case study of the 1991 Australian census communication campaign." University of Canberra. Communication, Media & Tourism, 1994. http://erl.canberra.edu.au./public/adt-AUC20060801.162048.
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Jowett and O'Donnell observe that 'there is a clear revival of interest in
the important role of propaganda in many aspects of modern life, not
necessarily related to international intrigue or military campaigns' (1992, p.
xi). This thesis has examined the 1991 Census communication
campaign (ABS 1991a) for evidence of propaganda intentions and
strategies.
Propaganda is clearly a pejorative term and its application to a particular
campaign could imply a covert attempt at manipulation by the authority
behind the campaign�the Australian Bureau of Statistics (ABS). As the
author was responsible for the development, implementation and
evaluation of the 1991 Census communication campaign and had
privileged access to a range of sources, a reader might expect detailed
references to internal files which reveal conscious decision-making to
mount a propaganda campaign. This is not the case. An analysis of
the 150 working files associated with the campaign revealed no support
for such a hypothesis; there was no evidence of decision-making with the
intent of implementing propaganda strategies. Similarly, during interviews
with senior ABS managers, these managers categorically rejected the
notion that the Bureau conducted a propaganda campaign and pointed
to the fact that all procedures were cleared through both the Federal
Parliament and the Privacy Commissioner.
The hypothesis explored by this thesis is that despite this lack of
conscious direction, propaganda processes are evident in the way the
ABS conducted the communication campaign for the 1991 Census. The
perspective of the thesis is closely aligned to that of Altheide and Johnson
who locate propaganda as the bridge between 'organisational image
and reality' (1980, p. 4). Altheide and Johnson regard propaganda as an
insidious phenomena based on impression-management through the
'rigorous pursuit of scientifically valid procedures and standards' (1980, p.
229). The end result of this impression-management is that certain 'facts'
are presented to the exclusion of all others. This thesis argues that
impression-management strategies are evident in the way the ABS
conducted the communication campaign for the 1991 Census. The
processes of impression-management are subtle and do not reside in
such sources as internal files. The process operates through the
internalised ethos and corporate values inculcated in the minds of senior
staff within the Bureau and is best conceptualised as a mindset, reflected
in outcomes. I have used the term mindset to cover the process of
converting abstract values into specific guides for action�fora discussion
of this process see Hall (1977, pp. 69 - 83).
This mindset is well-illustrated by the issue of compulsion�the obligation
to complete a census form. At one level the ABS procedures are
impeccable: cleared through the federal parliament and the Privacy
Commissioner�and it is this form of discourse that is documented in
internal files. The procedures do not, however, enable respondents to
make an informed decision about whether the census is compulsory and
about the ramifications for non-compliance. The mindset operating here is
based on the value of the census to the ABS�the census is good for the
ABS�it generates revenue and legitimises the role of the organisation.
The thesis presents data which establishes that there is a significant gap
between the organisational image of the census (in the corporate mind of
the ABS) and that perceived by householders. The mindset of the ABS
is clearly evident in the procedures adopted on this issue.
The main finding of this thesis is that many of the processes underlying
the development of the 1991 Census communication campaign were
subtle environmental influences. These reflected the internal dynamics of
the ABS, and its ability as an institution to control the communication
environment through addressing the needs of other major organisations,
such as the media, and the release of selective information to specific
target audiences. In this context, institutional dynamics, more than
decisions by individual managers, influenced the conduct of the campaign.
The process of propaganda, therefore, is implicit in the 1991 Census
rather than explicit�a distinction, in terms of process, drawn by Pearlin
and Rosenberg (1954) in their examination of propaganda techniques in
institutional advertising.
It should also be acknowledged that whilst the author did have privileged
access to information, there is no information contained in this thesis that
would not be publicly available. The majority of primary sources are
reports published by the ABS or papers delivered by Bureau staff at a
range of fora. Permission was sought from the ABS for assistance in
obtaining access to information and this was readily granted.
3
Luo, Jianguo, and n/a. "A communication analysis of China's family planning campaigns." University of Canberra. Communication, 1989. http://erl.canberra.edu.au./public/adt-AUC20060818.162031.
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In China, April 13, 1989 was marked as the "1.1 Billion Population Day."
Though it has become the first "demographic billionaire" in the world, China
has obtained remarkable results in population control. According to the
statement issued by China's National Bureau of Statistics in 1987, the
natural population growth rate dropped from 25.83 per thousand in 1970 to
11.28 per thousand in 1985. This has been viewed as an achievement not
previously seen in any other population.
In the past four decades, the Chinese government has adopted a population
policy to organize the fertility transition in a planned way through
education, motivation and persuasion. Five communication campaigns have been
instituted to implement the policy. The successive family planning campaigns
have played a vital role in educating and persuading individuals to accept
the new fertility norms advocated by the government.
In the communication processes of these campaigns, the strategies used have
changed from the media-oriented strategy of the first campaign, to the
introduction of an interpersonal approach in the second followed by an
integration of media, interpersonal and organisational communication in the
three latest campaigns.
The integration of the media and interpersonal communication approaches was
achieved through group discussion sessions and home visits, in which media
messages were mediated and interpreted as a reinforcement to media impact.
The group dynamics in the interpersonal communication has played an important
role in changing individuals' attitudes towards and behaviour of family
planning.
As a campaign is an organized activity which requires organizational channels
to ensure the conduct of the activity and the flow of information, a
well-established organization hierarchy for family planning work has
facilitated the management of family planning campaigns and also been
regarded as a fundemental element to the success of the later campaigns.
4
Zuercher, Robert J. "Campaigning for Judicial Office, 2012." UKnowledge, 2015. http://uknowledge.uky.edu/comm_etds/32.
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Concerns over the way in which judicial campaigns are conducted have been voiced since the 1970s. Judicial elections are thought to have become rough and tumble contests, featuring increasing campaign expenditures and controversial campaign speech. With the widespread deregulation of judicial candidate campaign speech in the early 2000s, scholars have become increasingly concerned with how judicial candidates campaign. This dissertation examines the role of the media in judicial elections, campaign communication methods used by candidates, how candidates develop campaign messages, controversial campaign speech, the consequences of campaigning, and candidates’ attitudes toward judicial selection reform. Data gathered from a survey of judicial candidates who ran for election in 2012 (n = 490) and follow-up interviews with candidates (n = 35) were used to address the research questions posed by this investigation. Findings reveal a number of areas of concern with judicial elections beyond campaign speech, including lack of media coverage, lack of access to adequate communication channels, and concerns over external group involvement in judicial elections. Controversial speech is rare in judicial campaigns and few candidates favor strong speech regulations, which are viewed as barriers between the office and the public.
5
Folck, Alcinda L. "Case Study of Strategic Communication Campaigns by Certification Programs." The Ohio State University, 2012. http://rave.ohiolink.edu/etdc/view?acc_num=osu1354542044.
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Santesson, Peder. "A Study of Greenpeace Campaigns : Environmental Communication of Video Game Console Developers." Thesis, Södertörns högskola, Institutionen för livsvetenskaper, 2011. http://urn.kb.se/resolve?urn=urn:nbn:se:sh:diva-10887.
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This thesis explores the three campaigns Greenpeace has made towards the video game console producing companies, Sony, Microsoft and Nintendo. Using a qualitative approach I investigate how communication from an environmental organization may affect companies and what challenges Greenpeace face when they develop campaigns in relation to companies. Even though the industry is quickly expanding, almost no one had ever discussed video game consoles in relation to the environment. The situation changed when Greenpeace included Microsoft and Nintendo in their 6th edition of the “Guide to Greener Electronics”. In this guide companies in the consumer electronic industry were ranked based on their environmental communication and Microsoft and Nintendo received a very low score. Greenpeace was critiqued for the way their guide was carried out. The “Clash of the Consoles” campaign was an internet video summarizing the critics towards the game console producing companies from “Guide to Greener Electronics”. The campaign “Playing Dirty” investigated chemicals in the consoles and concluded that the companies followed legislation on regulated chemicals, but on unregulated chemicals high levels was fond in some cases. Greenpeace is usually known for using a direct approach with striking images in their campaigns. But in these cases no striking images have been used which makes it harder for them to gain sympathy for their campaigns. The concept of CSR which is socially constructed has great importance for environmental communication. However CSR has a large number of different interpretations. As shown in the thesis Greenpeace and the three companies focus on different aspects of CSR.
7
Kutufam, Doreen Vivian. "Gendering of health communication campaigns in Ghana cultural relevancy and social identity /." Related electronic resource:, 2007. http://proquest.umi.com/pqdweb?did=1375538411&sid=1&Fmt=2&clientId=3739&RQT=309&VName=PQD.
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King, Tyler N. "That's Disgusting: The Role of Disgust in Nonprofit Marketing Campaigns." BYU ScholarsArchive, 2016. https://scholarsarchive.byu.edu/etd/5990.
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Nonprofit organizations face a unique challenge in communicating their messages in a marketing saturated world. The author of this research studied how nonprofit organizations used fear, disgust and empathy in their marketing campaigns to see if the use of these emotions would have an effect on six different factors. The results of this study showed how the use of distress can be used to amplify the feelings people have when they see images that contain both fear and disgust.
9
Åhrgren, Johan. "Glokala kampanjer mot fattigdom : Kommunikationsstrategier bakom statliga Världens Chans och ideella Utrota Fattigdomen Nu." Thesis, Uppsala University, Media and Communication, 2006. http://urn.kb.se/resolve?urn=urn:nbn:se:uu:diva-7504.
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Purpose/Aim: The purpose is to describe, analyze and compare the two communication campaigns Världens Chans and Utrota Fattigdomen Nu, and discuss how and to what extent communication campaigns in Sweden can be used to reduce global poverty. The theoretical framework is mainly based on communications strategies and other relevant aspects of the planning process of campaigns.
Material/Method: Within the qualitative case study as an overall method, the main material to the two cases is obtained through five qualitative interviews with the premier representatives of the campaigns.
Main results: Världens Chans can be seen as an information campaign by the government which purpose is to contribute to the fulfilment of the millennium goals by drawing the attention of the public to their existence. Utrota Fattigdomen Nu, on the other hand, is an influence campaign by the civil society which purpose is to exterminate poverty by putting a pressure on power holders and to change the attitudes and the behaviours among the public. Both campaigns are based on a network with lots of different actors, functioning as opinion makers. Furthermore, communication campaigns are important tools in the fight against poverty.
10
Stimpert, Kelly. "Smokers' response to corrective statements and implications for media campaigns." restricted, 2008. http://etd.gsu.edu/theses/available/etd-11262008-101358/.
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Thesis (M.P.H.)--Georgia State University, 2008.Title from file title page. Michael Eriksen, committee chair; Francis McCarty, Melissa Taylor, committee members. Description based on contents viewed July 24, 2009. Includes bibliographical references (p. 85-89).
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Dumitrescu, Delia. "Spatial Visual Communications in Election Campaigns: Political Posters Strategies in Two Democracies." The Ohio State University, 2009. http://rave.ohiolink.edu/etdc/view?acc_num=osu1251837832.
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Liu, Yung-I. "The Influence of Communication Context on Political Cognition in Presidential Campaigns: A Geospatial Analysis." Columbus, Ohio : Ohio State University, 2008. http://rave.ohiolink.edu/etdc/view?acc%5Fnum=osu1211994930.
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Takahashi, Michiko. "AIDS-prevention campaigns : sensation seeking, interpersonal communication and condom use in college-age students." Virtual Press, 1996. http://liblink.bsu.edu/uhtbin/catkey/1020177.
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Currently, the prevention and control of the spread of AIDS is one of the foremost international health concerns and one of the biggest social expectations in the United States as well. Until a medical solution to AIDS is found, the only viable means of AIDS prevention is to educate the public about AIDS and persuade those who are sexually active to avoid high-risk sexual behaviors.Because many studies have showed that college students are considered to possess the highest risk toward AIDS, in this study, possible factors that can change college students' behavior were examined.One hundred and ninety seven students who enrolled in two undergraduate general classes (biology and anthropology) at Ball State University were asked to complete a questionnaire concerning their sensation-seeking type and level, frequency of their interpersonal communication with their sexual partners, and quality of their AIDS/HIV education in middle and high schools. One student from this population refused to complete the questionnaire.This study showed that public relations practitioners would need to stimulate the target audience to interpersonal communication with their sexual partners, know each type of risk takers need different information from each other, and educate the target audience how to talk about this issue with their sexual partners, rather than educate them knowledge of AIDS or social norm of safe sex.Department of Journalism
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Sömersalu, Liisa. "The role of media in fostering citizen engagement : A case study on the communication tactics of the Let’s Do It! movement." Thesis, Karlstads universitet, Avdelningen för medie- och kommunikationsvetenskap, 2014. http://urn.kb.se/resolve?urn=urn:nbn:se:kau:diva-34312.
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A wide use of social media and the development of digital communication channels have changed the game in grassroots activism. Embracing those new ways of communication gives a way to new forms of activism and raises questions about media’s shifting role in the sphere of social movements and collective action. The general aim of this study was to map the role of media in the Let’s Do It! (LDI) movement that fights against illegal waste by organizing clean-up campaigns and by building awareness about the problem among the general public. The purpose was to find out what role media plays in the mobilization of clean-up actions; in communicating with the whole LDI movement and in sustaining the global network. The research questions posed were: What communication channels are used, and how are they used by activists to reach general public and to engage the volunteers when organizing the local and the global clean-up campaigns in the LDI network? What is the value of the global Let’s Do It! network and how is global-local communication organized? To find out about the use of communication channels and the purpose of the global network, a web-survey and in-depth interviews with global and local members of Let’s Do It! were conducted. The results show that different communication channels have a different role in the process of coordinating clean-up campaigns and in sustaining the network. Traditional media is important for gaining wider visibility; digital channels of communication, especially social networking platforms, are multifunctional with combining the internal and the external communication; and face-to-face meetings and interpersonal relationships are deemed crucial in forming strong ties and sustaining the network both globally and locally. The actual media use is also strongly influenced by the cultural context and the resources available for the local teams.
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Dahl, Rebecca, Larysa Metanchuk, and Steve Marshall. "Engaging Action : A Systemic Approach to Communication Design of Social Marketing Campaigns for Behaviour Adoption." Thesis, Blekinge Tekniska Högskola, Sektionen för ingenjörsvetenskap, 2010. http://urn.kb.se/resolve?urn=urn:nbn:se:bth-4206.
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Shifting towards sustainability in environmental, social and economic systems is an urgent concern for society today. In order to contribute to this, the thesis focuses on behaviour orientated social marketing campaigns, which can complement the broader changes required. This study adds knowledge to communication design for social marketing campaigns to improve the conversion of information to action helping move society towards a more sustainable future. Results, drawn from the literature, case studies and interviews, demonstrated the need for a shared vision, detailed knowledge of both the audience and behaviour, development of a network to support the campaign and better use of behavioural psychology and social media. Overall it was found that a more strategic approach is needed during the design and implementation of social marketing campaigns. The Framework for Strategic Sustainable Development (FSSD) was used to structure findings and provide context for campaigners. In practice the FSSD would be used to inform The Strategic Planning Process (SPP), proposed for development of social marketing campaigns that move society towards sustainability.
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Davis, Vauna L. "We Need to Talk: Persuasive Communication in Fireproof Ministries' XXXchurch Anti-Pornography Campaign." BYU ScholarsArchive, 2012. https://scholarsarchive.byu.edu/etd/3247.
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The growing evidence of harm caused by pornography calls for interventions to counteract the influence of explicit sexual media. Fireproof Ministries conducts a major Christian anti-pornography campaign called XXXchurch. This case analysis of the campaign evaluated if the messages were appropriately designed in light of what persuasion research has discovered about motivating attitudinal and behavioral change. Theories about agenda setting, attitude accessibility, exemplars, evidence, cognitive dissonance, guilt, reactance, fear appeals, and self-efficacy were the basis of identifying the themes of the campaign, evaluating the credibility of XXXchurch, and assessing the theoretical foundation of the campaign. The study found three dominant objectives of the campaign: awareness, prevention, and recovery. XXXchurch has set the pornography agenda in many Christian churches, and also brings the issue to a wider public through news media; they have been featured in thousands of media publications and broadcasts. XXXchurch measures their own success by the stories and feedback they hear from their audience, the media attention they receive, and their increased acceptance by churches. The three main groups of themes in the messages of the campaign are prevention and recovery, the harm of pornography, and how God's purposes for life are impacted by pornography. These themes are essentially persuasive messages encouraging people to consider the negative consequence of using pornography and the benefits of resisting it. The attitudes influenced through these messages are the precursors to taking action to overcome pornography. The XXXchurch campaign establishes credibility with their audience through six elements: (a) prior experience or perceptions, (b) credentials, competence, and expertise (c) honesty and lack of bias, (d) similarity to the audience, (e) bold, confident delivery, and (f) plausible messages. Examples of self-efficacy, exemplars, and fear appeals were the most frequently found theories in the campaign messages. Persuasion theories functioned as useful tools for analyzing and understanding the campaign. Although the XXXchurch team did not design the campaign with these theories in mind, the theories strongly explain the foundation of the campaign. Taken as a whole, the campaign clearly demonstrates research-based principles, which suggest a prediction of successfully influencing attitudes and behavior.
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Rice, Laurie L. "Campaigns matter : advertising effects on potential voters in the 2000 presidential primary /." Diss., Connect to a 24 p. preview or request complete full text in PDF format. Access restricted to UC IP addresses, 2005. http://wwwlib.umi.com/cr/ucsd/fullcit?p3169317.
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Robinson, Vanessa M. "College students and voter mobilization campaigns : a grounded communication theory for increasing political efficacy and involvement." Scholarly Commons, 2007. https://scholarlycommons.pacific.edu/uop_etds/667.
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This study examined which channels, messages, and sources were most effective in increasing political involvement among college students. Political participation among college students has decreased in every election since eighteen year- olds were given the right to vote. Numerous campaigns targeted to increase political participation among college students have been implemented but there is no evidence that these campaigns have been effective.
This study developed a grounded theory for increasing political participation among college students l;!ased on several focus group interactions. Students were asked to report on which channels, messages and sources they currently received political information from and were then asked to collaborate on which channels, messages, and sources they predicted would increase political participation among college students. The grounded theory indicated that simplicity and convenience in information acquisition and reform in political dialogue regarding message formation, credibility, trustworthiness, and honesty from message sources were necessary in increasing political participation among college students.
Previous research has stopped short of making predications based on prior research and qualitative analysis of what is truly effective in increasing political involvement among college students. This study sheds important insights toward increasing political involvement among college students from a comprehensive communication perspective.
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Alotaibi, Ibrahim Saleem Alzaaydi. "Beyond mobile advertising : an empirical investigation of customer engagement and empowerment with mobile marketing communication campaigns." Thesis, University of Hull, 2014. http://hydra.hull.ac.uk/resources/hull:14363.
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The importance of customer engagement to sustain and foster business growth in an interactive environment has been recognised in the practitioner literature. It has also been observed that engaged customers become empowered in a given marketing communication environment. Yet, there has been very little, if any, academic enquiry examining these concepts within the mobile commutations context. This is surprising given that we are live in an increasingly mobile technology dominated world. Thus, the aim of this research is to examine customer engagement behaviour and its relationship to customer empowerment in the context of mobile communication. A conceptual model is built on the foundations of the technology acceptance model (TAM). This model seeks to explain the level of engagement and empowerment of customers in mobile marketing campaigns with subjective norms, information seeking, perceived ease of use and perceived usefulness as antecedents. The inquiry extends to examining the impact of moderating factors that influence customer engagement and empowerment along with behavioural intention as a consequence. Following Churchill (1979), a scale to measure engagement was developed. Given the positivist foundations of this study, an online questionnaire was used to collect data. Respondents were recruited from several popular electronic forums in Saudi Arabia. Following data collection, covariance based Structural Equation Modelling was employed in the analysis. The study makes a contribution both on a theoretical level and at a practical level. On a theoretical level, a new scale is developed to measure customer engagement. This will provide a basic understanding of customer behaviour in mobile marketing communication. The relationship between customer engagement and customer empowerment was significant. Subjective norms and information seeking were significant to customer empowerment, while only subjective norms were significant to customer engagement. Perceived usefulness was significant to customer engagement and customer empowerment, while perceived ease of use was insignificant to both of them. In addition, behavioural intention was significant to customer empowerment. On a practical level, the developed scale will help to improve customers’ relationships with businesses; as marketers are now able to enhance engagement by providing an outlet for social interaction, for example. Furthermore, a better understanding of customers’ behaviour will help marketing professionals to better segment and target the appropriate customers to enhance their loyalty.
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Zaleski, Adam C. "Using perceived norms to predict heavy alcohol use among college students| Implications for social norms marketing campaigns." Thesis, Colorado State University, 2015. http://pqdtopen.proquest.com/#viewpdf?dispub=3720917.
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The purpose of the present study was to investigate the relationship between perceived norms of heavy peer alcohol use and self-reported heavy alcohol use among college students from a large public university. A total of 865 participants completed a survey in Fall 2008 and 506 of those participants completed the follow-up survey in Spring 2009. As hypothesized, the perceived injunctive norm was found to predict additional unique variance in heavy alcohol use above and beyond gender, year in school, residence hall, retrospective high school alcohol use and the perceived descriptive norm. The interaction between the perceived injunctive norm and perceived descriptive norm was not significant in the prediction of heavy alcohol use, as hypothesized. This suggests that the combined effect of the perceived injunctive norm and perceived descriptive norm in predicting heavy alcohol use is additive and not multiplicative. In a secondary hypothesis, the relationship between the perceived descriptive norm and heavy alcohol use was stronger for males than females. Lastly, as predicted, the results revealed that the relationship between perceived norms of heavy alcohol use and self-reported heavy alcohol use are stronger among more proximal than distal groups. These results suggest that social norms marketing campaigns aimed at reducing heavy alcohol use among college students should include the injunctive norm, target males, and use more proximal reference groups such as the student’s own residence hall rather than more distal reference groups such as the typical university student.
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Walker, Lucy. "High interest, low content : a content analysis of 2004 campaign information found in five leading consumer magazines aimed at young adults /." abstract and full text PDF (free order & download UNR users only), 2005. http://0-gateway.proquest.com.innopac.library.unr.edu/openurl?url_ver=Z39.88-2004&rft_val_fmt=info:ofi/fmt:kev:mtx:dissertation&res_dat=xri:pqdiss&rft_dat=xri:pqdiss:1433112.
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Thesis (M.A.)--University of Nevada, Reno, 2005."August, 2005." Includes bibliographical references (leaves 80-88). Library also has microfilm. Ann Arbor, Mich. : ProQuest Information and Learning Company, [2005]. 1 microfilm reel ; 35 mm. Online version available on the World Wide Web.
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Lee, Bee Eng Adeline Media Film & Theatre UNSW. "Organ donation and anti-littering campaigns: a comparative study of Australia and Singapore." Awarded by:University of New South Wales. Media, Film and Theatre, 2005. http://handle.unsw.edu.au/1959.4/27211.
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Current literature on public communication campaigns suggests that challenges and problems remain, even though generally the effectiveness of campaigns has increased in the past years. Challenges and problems are issue-specific and efforts put into influencing particular social behaviours through public communication campaigns have not been significantly successful. Although public communication campaigns are a popular method employed to influence social behaviours in many societies, campaign strategies inadequately consider the impact of cultural elements on social behaviours. The disappointing results through the use of campaigns are exacerbated by the difficulties faced in translating research observations to appropriate campaign strategies. In view of current challenges, this research examines public communication campaigns. Two main variables shaped this research ??? ???identity??? and ???culture???. The research postulated that a person???s identity influences his or her behaviour. It also argued that culture would impact on behaviour. The theoretical orientation drew on interpretivist perspectives. Using a comparative cross-cultural method, this research nominated the issues of organ donation and waste disposal behaviours in public places and the countries of Australia and Singapore for empirical study. Focus group research was employed. A total of sixteen focus groups were conducted ??? eight groups on organ donation (four in Sydney, Australia and four in Singapore) and eight groups on waste disposal behaviours (four in Sydney, Australia and four in Singapore). In line with the theoretical orientation, ???grounded theory??? was used to analyse the focus group transcripts. It is argued that a person???s decision to organ donation or waste disposal behaviour was intimately related to his or her identity. Cultural elements are critical constituents of identity. This is to say, cultural values, beliefs and attitudes have significant impact on social behaviours. These intricacies were made apparent when each issue was seen in the national contexts of Australia and Singapore. This research concludes that issues of identity can partly explain the type of decision a person makes about organ donation, and the kind of waste disposal behaviour a person enacts. It also argues that the effectiveness of campaign strategies can potentially be enhanced, if the strategies are responsive to people???s identities.
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Jacob, Rafael. "Party, People, or Policy? Uncovering the Impact of Advertisement in Ballot Initiative and Candidate-Centered Campaigns." Diss., Temple University Libraries, 2017. http://cdm16002.contentdm.oclc.org/cdm/ref/collection/p245801coll10/id/433340.
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Political SciencePh.D.
We have acquired, over the last several decades, a fairly rich understanding of the impact on voter behavior of political communication in general and of political advertising specifically. Yet much of this knowledge pertains to “traditional,” candidate-centered elections; comparatively very little is known with regards to ballot initiative races. In principle, these contests pit not people, but proposed policies, against each other. In practice, however, they not only feature ads discussing policy, but also frequently comprise ads highlighting a measure’s supporters and opponents, be they individuals, non-profit groups, media outlets, industries, or political parties. This, in turn, leads to a basic query: what types of advertising message carry the greatest weight with voters in initiative contests – and how do they differ (if at all) from the effects they have in similar ads run in candidate-centered elections? Through an original experiment, this dissertation aims to break new ground in the voter behavior, media effects, and direct democracy literature by tackling this question.
Temple University--Theses
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Filer, Christine R. "Character Counts: Traits in Televised Political Campaign Advertisements." Thesis, The University of Arizona, 2013. http://hdl.handle.net/10150/311298.
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This study examines character traits in United States presidential campaign advertisements. It was predicted that Republican and Democratic trait content would be similar in appeal advertisements but would differ in attack and contrast advertisements. Additionally, it was expected that the traits most frequently conveyed in primary election advertisements would differ from those most frequently employed in general election advertisements. The conveyance of traits in conjunction with issues was examined. The hypotheses and research questions were tested on televised campaign ads from the 2008 and 2012 primary and general elections. Overall, both parties appeal to and attack specific character traits with similar frequencies. The traits used in primary election advertisements were much more positive than the traits used in general election advertisements. Campaigns combine issue content with specific traits in their ads. The findings of this study answer questions about how candidates build and shape their images through televised political advertisements.
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Dahlberg, Anna, and Elsa Forslund. "Tolv år av professionalisering : En kvalitativ studie av Sverigedemokraternas professionalisering av valaffischer." Thesis, Karlstads universitet, Fakulteten för humaniora och samhällsvetenskap (from 2013), 2019. http://urn.kb.se/resolve?urn=urn:nbn:se:kau:diva-71111.
Full textAbstract:
Valaffischer är ett gammalt traditionellt medium för politiska partier att nå ut med sin kommunikation med. Men trots de nya tillvägagångssätten att nå ut med sin kommunikation tack vare digitaliseringen, är valaffischer fortfarande ett aktuellt medium trots att de har använts under så pass lång tid. Sverigedemokraterna är ett relativt “ungt” parti. De blirintressanta att studera då de har sina rötter i nazismen och därifrån har de snabbt vuxit till att bli Sveriges tredje största parti. Studien redovisar en analys av Sverigedemokraternas professionalisering och hur deras utveckling av valaffischer sett ut under valrörelserna 2006, 2010, 2014 och 2018. Totalt har det analyserats femton valaffischer som ingått i Sverigedemokraternas valkampanjer under de fyra senaste valrörelserna. Syftet med denna studie är att undersöka vad professionaliseringen av politiken har haft för betydelse för Sverigedemokraternas visuella politiska kommunikation, i form av deras valaffischer. Därav formades frågeställningar för att svara påsyftet: “Hur har Sverigedemokraternas kommunikation genom valaffischer förändrats från2006 till 2018?” och “Hur har professionaliseringen av visuell politisk kommunikation tagit form i Sverigedemokraternas valaffischer?” Valaffischerna i denna studie utgår från en kvalitativ textanalys och med fokus på ett parti. Den kvalitativa textanalysen utgår från en semiotisk analys, där den analysmodell som använts är en sammansättning av 5 teman, 14 kategorier och 1 underkategori. Valaffischerna i studien har framförallt analyserat med hjälp av tidigare forskning av Nicklas Håkansson, Bengt Johansson och Orla Vigsø (2014), som ofta ses som referenser i samband med studier av valaffischer. Teorierna politisk kommunikation och professionalisering ligger till grunden för denna studie. Resultatet av analysen har applicerats på fyra tidsperioder i valaffischernas utveckling och slutsatsen visar på att Sverigedemokraterna har genomgått en förändring i professionaliseringen av valaffischer mellan åren 2006 och 2018, fast under kortare tid än de fyra tidsperioderna. Det är en förändring som anpassats i takt med utvecklingen i samhället, bland annat i form av den digitala utvecklingen och utvecklingen av specialistyrken inom marknadsföring och visuell kommunikation. Förändringen av Sverigedemokraternas kommunikation i valaffischer har bland att visats i att de har gått från att använda tydliga budskap och starka åsikter, till att deras budskap har blivit mer och mer abstrakt och att de inte längre behöver argumentera för sin sak. Deras åsikter har normaliserats till den grad att de inte längre behöver övertyga väljarna på samma sätt genom sina valaffischer.Election posters are an old traditional medium for political parties to reach out with their communication. Despite the new approaches to reach out with political communication thanks to digitalization, election posters are still a relevant medium despite having been used for a long time. Sverigedemokraterna are a relatively "young" party. They became interesting for this study as they have their roots in nazism and therefrom quickly grew to become Sweden's third largest party. This study presents an analysis of Sverigedemokraterna’s professionalization of electionposters during the electoral campaigns 2006, 2010, 2014 and 2018. A total of fifteen electionposters were analyzed, all of which were included in Sverigedemokraterna’s electioncampaigns during four different electoral movements. The purpose of this study is to investigate the importance of professionalization of politics for Sverigedemokraterna’s visualpolitical communication, in form of their election posters. From this, questions at issue were formulated to answer the purpose: How has the communication through election posters from Sverigdemokraterna changed from 2006 to 2018? and How has the professionalization of visual political communication shown in Sverigedemokraternas election posters? The election posters in this study are processed on the basis of a qualitative textanalysis and with focus on one party. The qualitative textanalysis is based on a semiotic analysis, where a analysis model is used. The analysis model is a composition of 5 themes, 14 categories and 1 subcategory. The results of the study have primarily been analyzed with the help of previous research by Nicklas Håkansson, Bengt Johansson and Orla Vigsø (2014), who are often seen as references in connection with studies of election posters. The theories of political communication and professionalization form the basis of this study. The result of the analysis has been applied to a four time period in the development of the election posters and the conclusion shows that Sverigedemokraterna has gone through a change in the professionalization of election posters between 2006 and 2018, though for shorter periods than the four time periods of election posters. It is a change that has been adapted in line with developments in society, including in the form of digital development and the development of specialist professions in marketing and visual communication. The professionalization has also shown through the normalization of the party. The change inSverigedemokraterna’s communication in election posters has among other things been shown in their use of clear messages and strong opinions in their election posters to that their message has become more and more abstract and that they no longer need to argue for their cause. Their opinions have been normalized to the point that they no longer need to convince voters and other parties with their election posters.
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Ngwenya, Nobukhosi. "Deafhood and exclusion: a study of deaf adolescents perceptions of Love Life's HIV and AIDS communication campaigns." Master's thesis, University of Cape Town, 2012. http://hdl.handle.net/11427/11966.
Full textAbstract:
Includes abstract.Includes bibliographical references.
In particular, the research conducted focused on participants’ perceptions around issues of access to Love Life’s HIV and AIDS campaigns. Data was collected through a questionnaire survey, a focus group, individual interviews and a HIV and AIDS campaign design task. The findings reveal that, firstly, the participants are aware of what Love Life is and what they aim to do, and; secondly, participants have very limited access to Love Life’s print and television campaigns.
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Simon, Jonathan M. "THE CONVERGENCE OF MEDIA, CANDIDATE, AND PUBLIC AGENDAS AS PREDICTORS OF VOTER CHOICE." Cleveland State University / OhioLINK, 2011. http://rave.ohiolink.edu/etdc/view?acc_num=csu1304692471.
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Larrosa, Fuentes Juan S. "Communication and the Body Politic: Hillary Clinton’s 2016 Presidential Campaign in Philadelphia’s Latino Community." Diss., Temple University Libraries, 2018. http://cdm16002.contentdm.oclc.org/cdm/ref/collection/p245801coll10/id/507196.
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Media & CommunicationPh.D.
This dissertation contains a qualitative case study of how Hillary Clinton, the Democratic candidate, and her staff, created communication systems to contact Latinos during the 2016 presidential campaign and how these systems operated in Northeast Philadelphia. Three research questions guided these observations: How was political communication produced, disseminated, and decoded through interpersonal, mass, and digital communication by the Democratic candidate, her Latino communication staff, and Northeast Philadelphia Latino residents during the 2016 presidential campaign? What were the functions, norms, and values that structured the political communication systems among the Democratic candidate, her Latino communication staff, and Northeast Philadelphia Latino residents? What were the power relations that informed the interactions between the Democratic candidate, her Latino communication staff, and Northeast Philadelphia Latino residents in the political communication system? For this dissertation, I devised the Political Communication Systems Model, a toolkit to observe and theorize on political communication. Under the grounded theory umbrella, two methods were used to collect data. First, Clinton’s mediated campaign communication was monitored. Second, I worked as a volunteer in a field operations office that Clinton opened in Philadelphia and performed a participant observation. Clinton built a political communication machine to produce a campaign that used a hybrid media system. She hired a large staff to design and execute an "air war" (i.e., radio and TV ads and journalistic coverage), a digital campaign (i.e., distribution of information through websites, blogs, social media, newsletters and text messages), and a "ground game" (i.e., canvassing, phone banking, and online messaging). The Latino campaign was designed to promote liberal values such as globalism, cosmopolitanism, multiculturalism, and diversity, values that shaped her economic and political proposals. The ground game had three main objectives in Northeast Philadelphia: register new voters, create strategies to persuade undecided voters to support Hillary Clinton, and organize the "Get Out the Vote" (GOTV), which consists of convincing people to get out their houses, go to the polling station, and vote. A substantial part of the dissertation focuses on describing and analyzing the ground game in Northeast Philadelphia and offers two significant findings. First, political communication systems need material infrastructures operate. Clinton built a material infrastructure to communicate with residents. This infrastructure was made, primarily, of human bodies that were able to move around the territory and use other communicative technologies smartphones, tablets, and computers. Second, human bodies were also used as symbolic devices. Clinton recruited staffers and volunteers whose bodies embodied values such as diversity, multiculturalism, cosmopolitanism, and globalism. The biographies and trajectories of these individuals projected these values, because they were persons from different parts of Latin America, with diverse cultural and educational backgrounds, and with different experiences of being a U.S. citizen or resident. Finally, the dissertation offers two main contributions. On the one hand, the dissertation expands the Political Communication Systems Model and suggests that the human body is the primary material unit in political communication infrastructures. On the other, this work illustrates how qualitative research can be employed for researching political communication in general, and presidential campaigns in particular.
Temple University--Theses
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Dahlberg, Anna, and Elsa Forslund. "Tolv år av professionalisering : En kvalitativ studie av Sverigedemokraternas professionalisering av valaffischer." Thesis, Karlstads universitet, Institutionen för geografi, medier och kommunikation (from 2013), 2019. http://urn.kb.se/resolve?urn=urn:nbn:se:kau:diva-71210.
Full textAbstract:
Valaffischer är ett gammalt traditionellt medium för politiska partier att nå ut med sin kommunikation med. Men trots de nya tillvägagångssätten att nå ut med sin kommunikation tack vare digitaliseringen, är valaffischer fortfarande ett aktuellt medium trots att de har använts under så pass lång tid. Sverigedemokraterna är ett relativt “ungt” parti. De blirintressanta att studera då de har sina rötter i nazismen och därifrån har de snabbt vuxit till att bli Sveriges tredje största parti. Studien redovisar en analys av Sverigedemokraternas professionalisering och hur deras utveckling av valaffischer sett ut under valrörelserna 2006, 2010, 2014 och 2018. Totalt har det analyserats femton valaffischer som ingått i Sverigedemokraternas valkampanjer under de fyra senaste valrörelserna. Syftet med denna studie är att undersöka vad professionaliseringen av politiken har haft för betydelse för Sverigedemokraternas visuella politiska kommunikation, i form av deras valaffischer. Därav formades frågeställningar för att svara påsyftet: “Hur har Sverigedemokraternas kommunikation genom valaffischer förändrats från2006 till 2018?” och “Hur har professionaliseringen av visuell politisk kommunikation tagit form i Sverigedemokraternas valaffischer?” Valaffischerna i denna studie utgår från en kvalitativ textanalys och med fokus på ett parti. Den kvalitativa textanalysen utgår från en semiotisk analys, där den analysmodell som använts är en sammansättning av 5 teman, 14 kategorier och 1 underkategori. Valaffischerna i studien har framförallt analyserat med hjälp av tidigare forskning av Nicklas Håkansson, Bengt Johansson och Orla Vigsø (2014), som ofta ses som referenser i samband med studier av valaffischer. Teorierna politisk kommunikation och professionalisering ligger till grunden för denna studie. Resultatet av analysen har applicerats på fyra tidsperioder i valaffischernas utveckling och slutsatsen visar på att Sverigedemokraterna har genomgått en förändring i professionaliseringen av valaffischer mellan åren 2006 och 2018, fast under kortare tid än de fyra tidsperioderna. Det är en förändring som anpassats i takt med utvecklingen i samhället, bland annat i form av den digitala utvecklingen och utvecklingen av specialistyrken inom marknadsföring och visuell kommunikation. Förändringen av Sverigedemokraternas kommunikation i valaffischer har bland att visats i att de har gått från att använda tydliga budskap och starka åsikter, till att deras budskap har blivit mer och mer abstrakt och att de inte längre behöver argumentera för sin sak. Deras åsikter har normaliserats till den grad att de inte längre behöver övertyga väljarna på samma sätt genom sina valaffischer.Election posters are an old traditional medium for political parties to reach out with their communication. Despite the new approaches to reach out with political communication thanks to digitalization, election posters are still a relevant medium despite having been used for a long time. Sverigedemokraterna are a relatively "young" party. They became interesting for this study as they have their roots in nazism and therefrom quickly grew to become Sweden's third largest party. This study presents an analysis of Sverigedemokraterna’s professionalization of electionposters during the electoral campaigns 2006, 2010, 2014 and 2018. A total of fifteen electionposters were analyzed, all of which were included in Sverigedemokraterna’s electioncampaigns during four different electoral movements. The purpose of this study is to investigate the importance of professionalization of politics for Sverigedemokraterna’s visualpolitical communication, in form of their election posters. From this, questions at issue were formulated to answer the purpose: How has the communication through election posters from Sverigdemokraterna changed from 2006 to 2018? and How has the professionalization of visual political communication shown in Sverigedemokraternas election posters? The election posters in this study are processed on the basis of a qualitative textanalysis and with focus on one party. The qualitative textanalysis is based on a semiotic analysis, where a analysis model is used. The analysis model is a composition of 5 themes, 14 categories and 1 subcategory. The results of the study have primarily been analyzed with the help of previous research by Nicklas Håkansson, Bengt Johansson and Orla Vigsø (2014), who are often seen as references in connection with studies of election posters. The theories of political communication and professionalization form the basis of this study. The result of the analysis has been applied to a four time period in the development of the election posters and the conclusion shows that Sverigedemokraterna has gone through a change in the professionalization of election posters between 2006 and 2018, though for shorter periods than the four time periods of election posters. It is a change that has been adapted in line with developments in society, including in the form of digital development and the development of specialist professions in marketing and visual communication. The professionalization has also shown through the normalization of the party. The change inSverigedemokraterna’s communication in election posters has among other things been shown in their use of clear messages and strong opinions in their election posters to that their message has become more and more abstract and that they no longer need to argue for their cause. Their opinions have been normalized to the point that they no longer need to convince voters and other parties with their election posters.
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Lamprinakou, Chrysa. "The party evolution framework : an integrated approach to examining the development of party communications and campaigns." Thesis, Brunel University, 2010. http://bura.brunel.ac.uk/handle/2438/4404.
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Existing theories of party organisation, and political communication and marketing, address the issue of party evolution and electoral behaviour from opposing and largely one-dimensional angles. The purpose of this thesis is to develop a more integrated perspective to party campaigning that goes beyond the traditional approaches of party behaviour and present the relationship between intra-party organisation and campaign evolution in a new light. The party evolution approach is an alternative conceptual framework of party campaigning, which integrates the classic approaches of party organisation with the modern accounts of political communication and marketing while taking into consideration the institutional and ideological constraints of political parties. The main aim is to bridge the worlds of marketing and politics by offering a distinct perspective that integrates elements of a party’s innate political identity and readdressing the notion of party communications professionalisation within the wider context of party evolution process. To this end, the employment of consumer marketing techniques and approaches in party campaigning is not considered a means to the end of electoral success but an integrated element of the party’s evolving identity. The intention is that the Party Evolution Framework be used as a tool for comparative analysis. The holistic and integrated scope of the framework is likely to qualify its application to a cross-section of democracies, regardless of their party and electoral systems, campaign regulations, and historical, socio-economic and political landscape. To this end, the present thesis illustrates the use of the party evolution framework in two largely contrasting contexts; British and Greek politics.
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Tagtmeyer, Sarah K. "Dialogic communication and the Grand Old Party a content analysis of the Republican Party web sites /." Muncie, Ind. : Ball State University, 2008. http://cardinalscholar.bsu.edu/371.
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Glazebrook, Jonathon R. "Advertising to the Hispanic community : an intercultural communication approach." Scholarly Commons, 2005. https://scholarlycommons.pacific.edu/uop_etds/619.
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This study investigates the ways in which advertisers employ acculturation and intercultural communication tactics when targeting advertising campaigns to Hispanic consumers. The study focused on three research questions regarding (1) how advertisers adapt marketing plans to account for the differences in the dominant Hispanic subgroups, (2) the role of the target audience's level of acculturation on the planning of an advertising campaign, and (3) how advertisers employ accommodation strategies when constructing advertising messages for Hispanics. The study utilized personal interviews with eight advertising professionals from various markets across the country to answer the research questions. The results of the study indicated that (1) advertisers frequently rely on similarities among the various Hispanic groups when planning advertising campaigns, (2) a Pan-Hispanic approach is used in the language of many advertising campaigns that target Hispanics, and (3) advertisers seek to formulate messages that resonate with Hispanics based on knowledge of the target audience's values and beliefs.
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Yagnik, Arpan Shailesh. "Knowledge (K), Attitude (A), and Practice (P) of Women and Men about Menstruation and Menstrual Practices in Ahmedabad, India: Implications for Health Communication Campaigns and Interventions." Bowling Green State University / OhioLINK, 2015. http://rave.ohiolink.edu/etdc/view?acc_num=bgsu1430829910.
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Kjell, Mikaela, and Leo Sjökvist. "Föreställningen om reklam : Reklammakarnas syn på reklam år 2013." Thesis, Uppsala universitet, Institutionen för informatik och media, 2013. http://urn.kb.se/resolve?urn=urn:nbn:se:uu:diva-216806.
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Syfte: Syftet med uppsatsen är att skapa förståelse för de idéer, föreställningar och normer som format underlaget för vår empiriska undersökning. Vår ambition ämnar beskriva reklammakarnas syn på reklam idag och vilka val som påverkat kampanjernas utformande. Syftet ska besvaras med hjälp av frågeställningen, vilka strategiska val ligger bakom skapandet av reklam i vårt konvergerande mediesamhälle? Metod/Material: Vår uppsats är baserad på en kvalitativ forskningsmetod där empirin, som utgörs av personliga intervjuer, står i fokus. Studien speglas av tre teman, vilka reflekterar vår frågeställning om vilka strategiska val som ligger bakom skapandet av reklam. Våra respondenter representerar två sidor, dels nyckelpersoner som varit i involverade från de uppdragsgivande företagen eller organisationerna, dels av personer som på något sätt är aktiva inom reklambranschen för att få en så opartisk betraktelse som möjligt. Resultat: Vår empiri påvisar starka tendenser till att de aktiva medieanvändarna/skaparna också speglar företagens strategier och slutligen deras reklam. Ur ett deltagarperspektiv finner vi en återspegling av konsumenternas intressen. Med det menar vi att reklam som fordrar viral spridning måste innehålla något spännande eller intressant för att få effekt.Purpose: The purpose of this paper is to create an understanding of the ideas, beliefs and norms that shapes today’s advertising. Our ambition intends to describe the trends within parts of the advertising industry today and what has influenced the advertisers in the making of our chosen advertising campaigns. What strategic decisions lie behind the creation of advertising in our convergent media society? Method/Material: Our thesis is based on a qualitative research method where our empirical data is based on personal interviews. The study reflected three themes, which replicate our question about the strategic choices that underlie the creation of advertising. Our respondents represent two sides, first the individuals who have been involved from the funding companies or organizations. The other side is represented by people who somehow are active in the advertising industry to help us get an objective reflection. Main results: The study indicates that active media users and creators reflect the corporate strategies and advertising. The interest of the consumers are reflected in the participant perspective. Commercials that require viral spread must include exciting content to become viral.
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Padolsky, Miriam Elana. "Bringing climate change down to earth science and participation in Canadian and Australian climate change campaigns /." Connect to a 24 p. preview or request complete full text in PDF format. Access restricted to UC campuses, 2006. http://wwwlib.umi.com/cr/ucsd/fullcit?p3214881.
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Thesis (Ph. D.)--University of California, San Diego, 2006.Title from first page of PDF file (viewed July 21, 2006). Available via ProQuest Digital Dissertations. Vita. Includes bibliographical references (p. 253-284).
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Chapman, Stellina M. Aubuchon. "Oral Health Beliefs as Predictors of Behavior: Formative Research for Oral Health Campaigns in South Africa." Ohio University / OhioLINK, 2013. http://rave.ohiolink.edu/etdc/view?acc_num=ohiou1385140049.
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Penfold, Elizabeth Lily. "To confine or not to confine? : an analysis of the messaging of the proposition 2 campaigns." Scholarly Commons, 2012. https://scholarlycommons.pacific.edu/uop_etds/818.
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This thesis employed a Historical-Critical method using rhetoric and framing theory to examine the 2008 Proposition 2: Prevention of Farm Animal Cruelty Act campaigns. The Californians for Humane Farms (HSUS) and Californians for SAFE Food (CSF) were the respective proponent and opponent coalitions analyzed in this thesis. The analysis examined sixteen campaign artifacts that were examples of how the proposition was communicated to California's voting populous. In Conjunction with the appeals and frames, the message strategies were analyzed as to how they allowed the HSUS and CSF to effectively communicate with voters. By using rhetoric and framing 4 theory this analysis was able to distinguish which rhetorical appeals effectively supported the campaigns. The analysis showed that the HSUS was successful with their campaign because of well-executed rhetorical appeals that created a concise message about animal confinement and animal cruelty issues.
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Bissdorf, Julia. "Success Factors of the Product Relaunch : The Influence of the Advertising Strategy on the Success of Product Relaunch Campaigns." Thesis, Högskolan i Halmstad, 2016. http://urn.kb.se/resolve?urn=urn:nbn:se:hh:diva-31814.
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Introduction: The product relaunch, in terms of the recycling of an existing product lifecycle, is a common marketing tool within the consumer goods industry. Cases like the reintroductionof Mondelēz Oreo cookie and the promotion of the facelift of the PorscheCayenne are examples how relaunch campaigns can successfully introduce existingproducts in a modified version and increase their sales and brand recall drastically.Advantages like lower flop risks, and lower research and development costs make thisalternative quite attractive when it comes to the decision between the introduction ofinnovations and revitalization of existing products.Method: In order to identify promising advertisement strategies, four potential successfactors has been stated, based on existing marketing communication models: media usage,message credibility, message appeal and scheduling pattern. Related to them, a survey wasconducted which asked the respondents to choose the applied alternatives within the fourdecision areas and indicate to which extent the set success goals were achieved. The surveycould give hints, which strategy alternatives are associated with the achievement of thecampaigns goals by using the correlation analysis. Furthermore, the frequency distributionwas used to identify handling patterns in practice.Results: The results of the survey, which was executed as self-completing questionnaire,revealed that two of the assumed success factors, namely media strategy and credibilitysource, indeed show a correlation to the perceived achievement of success goals. For thethird aspect, the decision about the message appeal, a clear usage pattern could beidentified in the non-durable goods industry. Finally, the two advertisement schedulingpatterns showed no correlation to the perceived success and there was also no preferredalternative identifiable in the durable and non-durable goods industry.Implications: Based on the study results it is to summarize that the usage of TV and onlineadvertisement, as well as POS material appears particularly appropriate for the durablegoods industry, whereas the application of Magazine advertisement showed a positiverelation to the perceived success of relaunch campaigns for non-durable goods. Regardingthe creation of awareness and trustworthiness, the link to the brand and or manufacturername seems more promising than the one to the previous product version, particularly forthe durable goods industry. Finally, the application of an emotional argumentation wasused by 80% of the non-durable goods firms, whereas the relaunch of durable goods wasequally communicated with emotional and informational messages.
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Sekopane, Momo Andrew. "Perceptions of school principals of HIV/AIDS awareness campaigns in public schools." Diss., Pretoria : [s.n.], 2003. http://upetd.up.ac.za/thesis/available/etd-12062004-105038.
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Schwartz, Sarah Ann. "Employing the induced hypocrisy paradigm to encourage nutrition on college campuses." Thesis, Manhattan, Kan. : Kansas State University, 2009. http://hdl.handle.net/2097/1652.
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Belchior, Fábio André Pereira. "Comunicação política nos cartazes das eleições para o parlamento europeu – (análise discursiva de Portugal e Espanha 1987-2009)." Master's thesis, Instituto Superior de Ciências Sociais e Políticas, 2012. http://hdl.handle.net/10400.5/5106.
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Tese de Mestrado em Ciência PolíticaOs cartazes políticos têm presença assídua na comunicação política em ambiente eleitoral, transportando significados para os eleitores, tentando criar impacto e dar uma imagem de referência dos candidatos. O nosso trabalho procura analisar o conteúdo das representações discursivas que se encontram contidas nos slogans utilizados durante as campanhas políticas das eleições para o Parlamento Europeu, em Portugal e Espanha, entre 1987, data das primeiras eleições em ambos os países, e 2009.
The political billboards have a constant presence in political communication in electoral environment, carrying meanings for voters, trying to make an impact and give a reference image of the candidates. The main purpose of our study is to analyze the content of discursive representations that are expressed in the slogans used during the political campaigns of the European Parliament elections in Portugal and Spain, between 1987, when the first elections in both countries, and 2009.
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Alsulaiman, Saud Abdulaziz. "Health Crisis in the Kingdom of Saudi Arabia: A Study of Saudis’ Knowledge of Coronavirus, Attitudes toward the Ministry of Health’s Coronavirus Preventive Campaigns, and Trust in Coronavirus Messages in the Media." Bowling Green State University / OhioLINK, 2018. http://rave.ohiolink.edu/etdc/view?acc_num=bgsu1521673786522563.
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Bosch, Steven. "The communication approach of the loveLife HIV/AIDS prevention programme / S. Bosch." Thesis, North-West University, 2009. http://hdl.handle.net/10394/4150.
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loveLife, the South African national HIV/AIDS prevention programme for youth, is known for its brand-oriented billboards and mass media campaign that ranges over various print-, broadcast- and alternative media.
However, the organisation also implements a national grass-roots peer motivation programme where various activities are co-ordinated by youths (GroundBREAKERS and Mpintshis) from the community.
The organisation has been criticised for its communication approach, with many researchers primarily focusing on the organisation's mass media and billboards.
This study investigates the communicative approach(es) in loveLife's programme implementation in the light of the normative theory of participatory communication. The focus of this study is to identify how loveLife describes its communication approach, what communication approach the organisation employs and how the organisation's communication approach is perceived by a sample of its target audience.
The research was conducted by means of a literature review, qualitative content analysis of loveLife's policy documentation and a selection of the organisation's media. Semi-structured interviews were also conducted at head office, which are contrasted with focus groups with the participants at an implementation site.
Broadly, it was found that loveLife's programme is more participatory than most critics would expect and that the organisation attempts to put its primary focus on face-to-face communication. But, there is also tension in what loveLife communicates on a national level and how it relates to grass-roots activities as the national / media-driven communication is more modernistic in its approach, whereas the grass-roots communication is more participatory.Thesis (M.A. (Communication Studies))--North-West University, Potchefstroom Campus, 2010.
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Bai, Yu. "Tweets Win Votes: A Persuasive Communication Perspective on Donald Trump’s Twitter Use During the 2016 US Presidential Election Campaign." Thesis, Uppsala universitet, Institutionen för informatik och media, 2017. http://urn.kb.se/resolve?urn=urn:nbn:se:uu:diva-325423.
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Twitter, a microblogging platform, has been increasingly used as a tool for political election campaigns. In an attempt to persuade people to vote for them, candidates and political parties worldwide have begun to incorporate Twitter in their campaigns to disseminate campaign information, promote themselves, and mobilize voters. In the 2016 U.S presidential election, Donald Trump had actively utilized Twitter to promote his campaign and convince voters to support him, which helped him earn a strong presence and huge popularity on Twitter. Eventually Trump even successfully got elected as the 45th US president. Although the rise of Twitter in political campaigns has been studied by researches from different disciplines, there have been very few studies focusing on Donald Trump or his communication performance on social media in the 2016 US presidential campaign. Besides, it is found that there is a lack of studying candidates’ social media use from the perspective of persuasive communication. In order to reveal how Donald Trump was making use of Twitter to influence audiences’ attitudes, this paper will present a content analysis of Donald Trump’s Twitter use from the perspective of persuasive communication. Specifically, the study will investigate the characteristics of messages demonstrated from Donald Trump’s tweets, and examine whether his messages placed an emphasis on certain aspects. The aim of this study is to offer insights into Donald Trump’s Twitter use, particularly about his persuasive communication on Twitter during the political election campaign.
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Smith, Shay E. "Limitations on the Media and its Effects on the Political Process." Kent State University Liberal Studies Essays / OhioLINK, 2012. http://rave.ohiolink.edu/etdc/view?acc_num=ksuls1341191773.
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Record, Rachael A. "Increasing Compliance with a Tobacco-Free Policy via a Campus Campaign." UKnowledge, 2014. http://uknowledge.uky.edu/comm_etds/30.
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The implementation of a tobacco-free policy is the leading recommendation among health institutes for reducing the harms associated with tobacco exposure–for both smokers and nonsmokers–on college campuses. Despite the health benefits associated with tobacco-free policies, compliance with these policies remains a serious challenge on college campuses. Interventions aimed at increasing smokers’ willingness to comply with tobacco-free policies are essential for improving public health.
Guided by the theory of planned behavior (TPB), the purpose of this study was to (a) investigate the factors associated with tobacco-free policy compliance among undergraduate students and (b) design and evaluate a theory-based campaign aimed at increasing compliance with a tobacco-free campus policy. To achieve these aims the current study was conducted in two phases. Phase One was a qualitative investigation that analyzed focus group data related to messaging strategies for increasing tobacco-free policy compliance. Phase Two was a quantitative investigation that used survey data to explore variables associated with tobacco-free policy compliance and to test the effectiveness of a campus-wide print-based campaign.
Results from Phase One suggest various ways to target the TPB variables in messages in order to improve tobacco-free policy compliance. Results from Phase Two suggest the psychological variables and the physical variable of nicotine dependence are not related to tobacco-free policy compliance behaviors; however, social variables, quit attempts, and daily cigarette use are predictors of compliance behaviors. Similarly, the TPB variables had mixed results for relating to tobacco-free policy compliance behaviors. In addition, the campaign materials were supported as effectively improving tobacco-free policy compliance behaviors, both through individual level survey reports of compliance and observed compliance behaviors on campus. Although the campaign materials were designed around the TPB variables and were supported for improving compliance behaviors, above average campaign exposure was only found to improve normative beliefs from pre- to post-intervention. In addition to theoretical and practical implications offered from this study regarding tobacco-free policy compliance behaviors, this study also provides critical insight into the current compliance behaviors on the University of Kentucky’s campus.
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Chong, Sandra Pow. "Political communication: a case study of the Democratic Alliance and its use of digital media in the 2014 South African General Elections." Thesis, Nelson Mandela Metropolitan University, 2015. http://hdl.handle.net/10948/11416.
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Political organisations are now using a two-way path of communication thanks to the development of technological platforms that work in-sync with the internet to allow this to happen. Information can now flow across new networks to allow exchanges from the many to the many. This study sets out to explore the use of social media by political organisations as a means of political communication. A case study was conducted which focussed on online communication used by the Democratic Alliance in the 2014 General Elections in South Africa. The social media strategies adopted by the Democratic Alliance was examined. Reference is made to the 2008 Obama Campaign. The study revealed that the DA primarily made use of two-way asymmetrical communication despite the party posting a lot of consistent information and content; however in response to many questions and comments posted on the social media fora by online users, the DA only selectively responded to a handful of these.
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Smidt, Corwin Donald. "The spinning message how news media coverage and voter persuasion shape campaign agenda /." Columbus, Ohio : Ohio State University, 2008. http://rave.ohiolink.edu/etdc/view?acc%5Fnum=osu1217332406.
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Hlaváčková, Lýdia. "Analýza procesov a nástrojov hodnotenia kampaňových reakcií." Master's thesis, Vysoká škola ekonomická v Praze, 2012. http://www.nusl.cz/ntk/nusl-114207.
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This thesis is specialised to analyse clients responds from banking industry to mar-keting campaigns. For purpose of such study are from the view of the information systems essential Customer Relationship Management systems, CRM systems, their operational part, with which are working all the employees and also analytical part, which serve for agregation a usage information of the operational part for desicion making. For the sake of correct understanding of the business logic of these systems is thesis concerning also area of direct marketing, which is object of CRM marketing campaigns. From theoretical point of view is suitable in the name of marketing campaigns evaluation work with Customer Intelligence and its selected topics. As a case study has been used real situation of the bank existing on the czech ban-king market, which is in current time working of implementation of a new CRM system Siebel. Situation in the bank and also on the project has dynamical charakter. Target of the thesis is to find out and provide the way how CRM system supports scoring of campaign succes, which is important for decision making about products offered to clients and about choice of appropriate communication. There are also mentioned other options of develop-ment these analytical tools.
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Denifl, Örtegren Julia. "Ethical Dilemmas in Mediation of International Aid : We Effect's Visual Communication from Kenya to Sweden." Thesis, Södertörns högskola, Medie- och kommunikationsvetenskap, 2019. http://urn.kb.se/resolve?urn=urn:nbn:se:sh:diva-38605.
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The purpose of this thesis is to investigate how international development organizations are working to communicate campaigns and photographs from one cultural context to another. Additionally, will challenges in making campaigns which are both ethical appropriate and engaging be highlighted and discussed in relation to today’s impatient media landscape where globalization and development are dominated by economic interests. This research follows the international development cooperation We Effect and explore their whole media production process while making external communication from the work in Kenya to the target group in Sweden. The researcher has done interviews with decision makers at the head office in Stockholm, regional communicators in Nairobi, independent photographers and farmers in the fields of Kenya, visible in We Effect’s campaigns in Sweden. Additionally, ethnographical observations and diary notes contribute to answer the question how international organizations are planning, creating and distributing ethical and engaging media about development organizations long-term development work. In theoretical discussions, anchored in concepts about global culture, cosmopolitanism and how to mediate distant others, together with previous literature by Lilie Chouliaraki, Roger Silverstone and Stuart Hall, will this research state that there are several challenges in communicating messages from one cultural context to another. The distance, both geographical and mental, makes it challenging for the media producers and spectators to understand the same message; this research states that both the media producers and spectators’ interpretations of photographs and messages are dependent on their cultural background.