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THEORY

P R E S E N TATI O N S

R I S H T YA K A K A R
P H P B - 6 1 2 : H E A LT H C O M M U N I C A T I O N C A M P A I G N S
SPHIS, UNIVERSITY OF LOUISVILLE

OVERVIEW OF PRESENTATION • Agenda Setting – Historical overview of theory – Contemporary expansion of the theory – Key components of the theory – Example of application within public health • Communication-Persuasion Matrix – Overview of the theory – Key components of the theory – Example of application within public health • Review .

AGENDA SETTING P R I M A RY T H E O R I S T S : McCombs & Shaw (1972) .

1972) . but it is stunningly successful in telling its readers what to think about” (McCombs. 2013) • Bernard Cohen in The Press and Foreign Policy. 1963 – “[press] may not be successful much of the time in telling people what to think. 2005) • Lang & Lang in The Mass Media and Voting. 1966 – “The mass media force attention to certain issues… they are constantly presenting objects suggesting what individuals in the mass should think about.AGENDA SETTING: HISTORICAL OVERVIEW • Walter Lippmann in Public Opinion. know about. 1922 – “The World Outside and the Pictures in Our Head” – “Public opinion responds not to the environment but to the pseudoenvironment constructed by the news media” (McCombs.” (McCombs & Shaw. have feelings about.

it is hypothesized that the mass media set the agenda for each political campaign. influencing the salience of attitudes toward the political issues.The Agenda-Setting Function Of The Mass Media MCCOMBS & SHAW.” . 1972 “While the mass media may have little influence on the direction or intensity of attitudes.

KEY COMPONENTS .

AGENDA SETTING: PUBLIC HEALTH APPLICATION • Many uses around the world. as compared to those who had not read such an article.g. anti-smoking. . e. (2006): – Role of agenda-setting in mass media role in encouraging positive breast cancer screening behavior – Both the younger and middle-aged women who reported reading a news magazine article about breast cancer also reported more frequent breast screening. • Jones et al. shaping health care reform.

C O M M U N I C ATI O N PERSUASION M ATR I X P R I M A RY T H E O R I S T: William McGuire .

attitudes.g. demographic) • McGuire’s Communication Persuasion Matrix (CPM): focuses on internal factors • Communication inputs and persuasion outputs • Diagnostic checklist for campaign designers to determine persuasive capability of campaign • Recommended for: mass media campaigns.g. wider audience. wider public health issues • Criticism: – Sequential output steps . cost) – Internal directive (e. beliefs) – Internal dynamic (e.COMMUNICATION-PERSUASION MATRIX: THEORY OVERVIEW • Information Persuasion Model (IPM): 3 factors influence choice – External (e.g.

abilities. style. delayed.COMMUNICATION-PERSUASION MATRIX: KEY COMPONENTS Input Communication Variables 1. Source credibility  internalization attractiveness  identification power  compliance source-audience similarity 2. appeal. personalities. context 4. . 5. Audience (Receiver) demographics. repetitiveness. directness. etc. 3. lifestyle. Channel type of media. etc. prevention vs. Destination (Target): immediate vs. Message organization.

Output Persuasion Process Summary Exposur e Processi ng Learning Yielding Behavio r .

– Audience liking message vs. being persuaded to change .COMMUNICATION-PERSUASION MATRIX: PUBLIC HEALTH APPLICATION • Model and checklist for developing communication campaign • Bator & Cialdini (2000): The application of persuasion theory to the development of effective proenvironmental public service announcements.

REVIEW .