We will examine case studies reporting on various mass media or public communication campaigns in the U.S. as well as in other countries. A key objective is to understand the application of communication strategies, principles and models relevant to selected topic areas and target audiences for the social marketing of contemporary social issues. You will learn to conceptualize, plan, design and prepare an evaluation plan for a mass media campaign for development. Keeping up with class lectures, developments and in-class activities are your responsibility as a member of the class. If you have to be away, please inform me in advance via telephone, note, email, or leave a message with Ms. Arlayne Searle, TRF secretary at the dept.
Participation is required.
Please come to class prepared to discuss readings, assignments, and application and also participate in in-class assignments. There will be two theory-related assignments. The first requires a search for and explication of a theory which best explains a communication phenomenon. The second focuses on applying a theory to predict audience responses to a message. Early reports will be accepted.