Bookcover of Social Communication Campaigns
Booktitle:

Social Communication Campaigns

A Study of the Mass Media Effects Process

LAP LAMBERT Academic Publishing (2010-08-23 )

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ISBN-13:

978-3-8383-9587-6

ISBN-10:
3838395875
EAN:
9783838395876
Book language:
English
Blurb/Shorttext:
The study has examined the influence of five demographic variables viz. locality, gender, education, socioeconomic status, and age in the effects process in the area of health-related information mediated by mass media. The influence was measured on three integrated effects levels— knowledge, attitude, and behavior. Four health- related information campaigns viz. vaccine course against fatal diseases commonly found in children, the use of iodated salt against goiter, orally rehydration salt during diarrhea and the adoption of small family norm were selected to examine the effects on the audiences. TV and radio were selected and married respondents of childbearing age stratified on the basis of gender were interviewed from the urban and rural areas. It was found that effects are discriminated on the basis of education and locality. So urban and high education groups are rich in holding information regarding health and have adopted the innovative methods proposed by the media. The study has also identified different semantic, socio-religious, and structural barriers that adversely affect the success of these campaigns at all three levels.
Publishing house:
LAP LAMBERT Academic Publishing
Website:
https://www.lap-publishing.com/
By (author) :
Farish Ullah Yousafzai
Number of pages:
180
Published on:
2010-08-23
Stock:
Available
Category:
Media sciences
Price:
68.00 €
Keywords:
Communication Campaigns, cognition, Attitudes, behavior, Demographic Variables, exposure, Effects Barriers, KAB Continuum

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