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T H E O R Y
P R E S E N T A T I 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 PA I G NS P H I S , U N I V E R S I T Y O F L O U I S V I L L E
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OVERVIEW OF PRESENTATION Agend Se!!"ng
Historical overview of theory Contemporary expansion of the theory
Key components of the theory
Example of application within public health
C#$$%n"&!"#n-Pe'(%("#n M!'")
Overview of the theory Key components of the theory
Example of application within public health
Review
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A G E N D A
S E T T I N GPRIMARY THEORISTS:
M&C#$*( + S .1/02
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AGENDA SETTING:
HISTORICAL OVERVIEW
Walter Lippmann in Public Opinion, !""
#$he Worl% Outsi%e an% the &ictures in Our Hea%'
#&ublic opinion respon%s not to the environment but to the penvironment constructe% by the news me%ia' )*cCombs, "+
.ernar% Cohen in The Press and Foreign Policy, !/
#0press1 may not be successful much of the time in tellin2 peto thin3, but it is stunnin2ly successful in tellin2 its rea%ers w
*#%!' )*cCombs, "++4-
Lan2 5 Lan2 in The Mass Media and Voting, !//
#$he mass me%ia force attention to certain issues6 they arepresentin2 ob7ects su22estin2 what in%ivi%uals in the mass sabout, 3now about, have feelin2s about8' )*cCombs 5 9haw
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The Agenda-Setting Functin O!"a## "edia "CCO"$S % SH
#While the mass me%ia mayhave little in;uence on the%irection or intensity ofattitu%es, it is hypothesi
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KEY COM
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AGENDA SETTING:
P+$LIC HEALTH APPLICATION
*any uses aroun% the worl%= e828 anti(smo3in2, shapicare reform8
>ones et al8 )"++/-?
Role of a2en%a(settin2 in mass me%ia role in encoura2ibreast cancer screenin2 behavior
.oth the youn2er an% mi%%le(a2e% women who reportea news ma2a
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C O " " + N I C A T I OP E R S + A S I O N
" A T R I , PRIMARY THEORIS T:
" 3 3 " $ M&G% " 'e
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CO""+NICATION-PERS+ASION "ATRI,:
THEORY OVERVIEW
Anformation &ersuasion *o%el )A&*-? factors in;uence choice External )e828 cost-
Anternal %irective )e828 attitu%es, beliefs-
Anternal %ynamic )e828 %emo2raphic-
*cBuires Communication &ersuasion *atrix )C&*-? focuses on
factors
Communication inputs an% persuasion outputs
Dia2nostic chec3list for campai2n %esi2ners to %etermine persu
capability of campai2n
Recommen%e% for? mass me%ia campai2ns, wi%er au%ience, wi%
health issues
Criticism?
9e@uential output steps
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CO""+NICATION-PERS+ASION "ATRI,:
EY CO"PONENTSAnput Communication ariables
14 S#%'&ecre%ibilityinternali
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O%!9%! Pe'(%("#n P'#&e((S%$$'
Exposure
&rocessin2
Learnin2
Giel%in2
.ehavio
r
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CO""+NICATION-PERS+ASION "ATRI,:
P+$LIC HEALTH APPLICATION
*o%el an% chec3list for
%evelopin2 communication
campai2n
.ator 5 Cial%ini )"+++-? $heapplication of persuasion theory to
the %evelopment of eective
proenvironmental public service
announcements8
Iu%ience li3in2 messa2e vs8bein ersua%e% to chan e
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R E V I E W