1. 1 Chapter 15 Communication Campaign Effects

2. 2 Parts of Communication Campaigns The objectives of the campaign or the media methods employed The strategy used to facilitate change The potential benefits resulting from proposed change Public perceptions about the campaign stakeholder The stakeholders themselves

3. 3 Campaign Objectives and Methods Objectives –Refer to the essence of communication appeals Methods –The genre of communication, the type of communications media, and the strategies that the campaign employs

4. 4 Strategy to Facilitate Change The “three E’s” –Education –Engineering –Enforcement Effectiveness depends on: –Audience’s cultural heritage, form of government, and level of technological development

5. 5 Potential Benefits From Proposed Change Potential benefits that individuals or society will gain may motivate audiences to change. Also, highlighting the negative aspects of particular behaviors may also have an impact.

6. 6 Campaign Stakeholders Stakeholders- the individuals, groups, associations, or organizations that initiate the campaign in order to promote reform. –Individuals and associations –Media –Government –Social scientists

7. 7 Public Perceptions of the Stakeholder Source of campaign messages must appear to be entitled to offer the messages, place them on the public’s agenda and attempt to change the audience’s behavior. Two classes of public issues: –Obligations –Opportunities

8. 8 Two Classes of Stakeholders First-party entitlement –When an aggrieved group of stakeholders is seen by the public to be directly affected by an issue Second-party entitlement –Circumstances in which stakeholders are not directly impacted by a particular issue

9. 9 McGuire’s Model Emphasizes a number of steps in the persuasive process Inputs include the source, message, recipient, channel, and the context of the message. Outputs include exposure and attention to the information, interest, comprehension, acquisition of new knowledge, etc.

10. 10 Elaboration Likelihood Model (ELM) Describes central and peripheral routes to persuasion Persuasion process is influenced by the likelihood of the audience member to think carefully or elaborate cognitively about a persuasive appeal

11. 11 Reasoned Action and Planned Behavior People decide to change their behavior because of: 1.Their attitudes about the behavior 2.Their perceptions of how others will view the behavior 3.Their perceptions of how much control they have over the behavior

12. 12 Automatic Activation Model When a specific attitude comes to mind, a specific behavior follows spontaneously under two conditions: 1.The object of the attitude is present. 2.The object is perceived according to the attitude.

13. 13 Social Cognitive and Social Learning Theories Human thought and actions are determined by three different factors: –Behavior factors –Personal characteristics –Environmental factors or events

14. 14 Self-efficacy The belief in oneself that the behavioral change can occur Ways to increase self-efficacy: –Use of role models –Counterattitudinal advocacy –Offering reasons to change whenever others encourage the old behavior –Presenting mild fear appeals, –Encouraging “deeply held but possibly unrealistic illusions” that will promote the desired behavior

15. 15 Why Campaigns Fail Barriers related to audience’s perceptions of messages block the way for campaign success Audience members attend to messages selectively The lack of clearly defined criteria for success Unsophisticated audience-targeting techniques Unrealistic goals

16. 16 Successful Campaign Principles 1.Understand historical and conceptual dimensions 2.Apply and extend relevant theory 3.Understand theoretical implications and interactions of campaign components 4.Plan the campaign: match objectives to individual cost-benefits 5.Apply formative evaluation

17. 17 Successful Campaign Principles (Cont’d) 6.Analyze and understand the audience 7.Analyze and understand media choices 8.Mix multiple media and interpersonal channels when cost-effective 9.Understand uses and contradictions of mass media 10.Identify reasonable criteria for campaign success and use summative evaluation to assess both theory and program success

18. 18 Understand Historical and Conceptual Dimensions Concepts are keys to understanding communication campaign components: –Objectives, methods, strategies of change, individual or collective benefits, first-party and second-party entitlement, and stakeholders Study the successful campaigns of the past –Women’s suffage, the muckraking efforts, the New Deal, and the power of propaganda campaigns

19. 19 Apply and Extend Relevant Theory Theoretical principles help design the most effective campaigns possible –McGuire’s Communication/ Persuasion model –Elaboration Likelihood model –Social learning theory

20. 20 Other Theoretical Models Extended Parallel Process model –Two separate responses to fear appeals, either cognitive or emotional; encourages a balance between the two Diffusion model –The spread of ideas or practices via interpersonal networks Transtheoretical model –5 stages in the process of behavior change: precontemplation, contemplation, preparation, action, or maintenance

21. 21 Understand Theoretical Implications and Interactions of Campaign Components Campaign goals should not be set too high. Careful decisions should be made regarding the measure of success. The power of particular campaign components may undermine the campaign’s overall message. Different components may affect each other in a positive way.

22. 22 Plan the Campaign Set realistic goals. Define media objectives clearly. Campaign timing is essential. Choose media carefully. Use the four P’s of marketing: –Product, price, place and promotion. Position campaign products cautiously.

23. 23 Apply Formative Evaluation Evaluations are necessary for: –Planning, making, and implementing improvements –Administering and scheduling various components –Other aspects of the campaign

24. 24 Preproduction Research Obtain relevant information about the sociocultural climate that may impact the campaign. Four stages: 1.Identify audience-related factors 2.Specify behavior-related factors 3.Identify the intermediate steps 4.Identify media use factors

25. 25 Analyze and Understand the Audience Identify subaudiences and recognize the three major types of audiences: –Focal segments –Interpersonal influencers –Societal policy makers Sense-making approach: –Tries to “ensure as far as possible that dialogue is encouraged in every aspect of communication campaign research, design, and implementation”

26. 26 Analyze and Understand Media Choices Includes strategies of media use –Public service announcements Use broadcast rating services and media books to determine which channels are most watched by target audiences

27. 27 Mix Multiple Media and Interpersonal Channels Interpersonal communications should be used as support for the overall media campaign when cost-effective. Mass media campaign messages are usually more effective.

28. 28 Understand Uses and Contradictions of Mass Media Commercials, television programs, and motion pictures sometimes deliver messages that conflict with campaign messages.

29. 29 Criteria for Campaign Success Identify reasonable criteria A successful campaign can be one that raises public awareness and results in a significant reduction in the behavior that is trying to be changed.

30. 30 Summative Evaluation The identification and measurement of several aspects of the campaign: –The audience –Implementation of the campaign components –The effects of the campaign on individuals and society –The cost effectiveness of the project –Identification of the steps in the causal process

31. 31 Summative Evaluation (Cont’d) Three types of models that may be used to assess the campaign’s success: –The advertising model focuses on the early stages of the communication hierarchy of effects –The impact-monitoring model focuses on the more distal stages and social impacts –The experimental model focuses on testing hypothesized causal chains through controlled manipulation of treatments

32. 32 Systems-Theoretical Approach for Campaign Evaluation Seven stages: 1.Specify the goals and underlying assumptions 2.Specify the process model 3.Specify prior states, system phases, and system constraints 4.Specify immediate and long-term intended poststates 5.Specify the process model at individual level 6.Choose appropriate research approach 7.Assess implications for design

33. 33 Recent Research and Future Trends Examine a variety of different types of campaigns Make various theories to guide communication campaigns Evaluate the effectiveness of a motivational campaign Studies have found that political communication campaigns produce significant effects