Lecture 1: Information Communication Campaign Class

Here are the things we have discussed for the past 2 weeks. Everything is included in the Final Exam.  So you may start reading adn reviewing. Please research on these topics and understand the processes. DO NOT RELY ON THIS POST ALONE. DO FURTHER READING.

A. Model of Communication Campaign (Nowak and Waynard, 1985)

The intended effect: A major problem in many communication campaigns is that goals (and related target groups) are not properly defined. A common mistake in less sophisticated campaigns is vastly to overestimate the potential effects of a campaign.    

Competing communication: The campaigner has to be aware of possible counter messages in order to address the properly   

The communication object: A campaign is usually centered on a theme or an object, such as healthier life-styles or drunken driving.   

The targeted population and the receiving group: The target population is here defined as all those whom the campaign is intended to affect.   

The channel: As noted, there may be multiple channels for different target groups.

The message: Typically, a central message can be shaped differently for different audiences. 

 The communicator / sender: The communicator (spokesperson) can be chosen on several grounds: for instance as trusted expert or because of potential attractiveness to the audience. The term sender may be use to denote the person(s) or institution(s) that stand behind a message without being a spokesperson.  

 Obtained effect: The effects of a campaign can be bothintended or unintended, negative as well as positive.

B. Campaign Model Influence Process

The model draws attention to key feature process.    

Firstly, the originator of campaign is almost always a collectivity and not an individual – a political party, government, church, charity, pressure group business firm, etc.  

 Secondly, the campaign usually consists of many messages distributed through several media and the chances of reach and effect will vary according to established nature of channels and the message content.  

 Thirdly, there is a set of filter conditions or potential barriers which facilitate or hider the flow of messages to the whole or chosen public.

a. Attention – without it there can be no effect

b. Perception – since messages are open to alternative interpretation and the success of campaign depends to some extent on its message bein interpreted in the same way as intended

c. Group situations – has strong consequences for whether messages ar noticed and accepted or rejected    Effects – a successful or effective campaign will depend on some match between planned effects and those achieved.

C. Dimensions of Campaign Objectives and Effects (Rogers and Storey, 1987)

Level of objectives: The different purposes of a campaign can often be ordered hierarchically or sequentially, for instance as follows: to gain attention, to influence attitudes; knowledge, persuasion, decision, confirmation etc.   

Locus of change: Usually communication campaign effects can be found on several levels: individual, group and societal at the same time.  

 Locus of benefit: Most campaigns are potentially beneficial to more than one parties involved (senders and receivers a third party).