Table of Contents

PART ONE: CAMPAIGNS AND SOCIAL STRUCTURE
Campaigns for Social Improvement - Charles T Salmon
An Overview of Values, Rationales, and Impacts
Community Power and Leadership Analysis in Lifestyle Campaigns - John R Finnegan Jr, Neil Bracht and K Viswanath
Family Planning, Abortion and AIDS - Jane D Brown, Cynthia S Waszak and Kim Walsh Childers
Sexuality and Communication Campaigns
The Knowledge-Behavior Gap in Public Information Campaigns - Robert Hornik
A Development Communication View
Media Coverage and Social Movements - Clarice N Olien, Phillip J Tichenor and George A Donohue
Information and Power - Lana F Rakow
Toward a Critical Theory of Information Campaigns
Campaigns, Change and Culture - Richard W Pollay
On the Polluting Potential of Persuasion
PART TWO: THE CAMPAIGN PROCESS
Publics, Audiences and Market Segments - James E Grunig
Segmentation Principles for Campaigns
Message Strategies for Information Campaigns - Patricia G Devine and Edward R Hirt
A Social Psychological Analysis
Strategies and Tactics in Political Campaigns - Garrett J O′Keefe
Estimating the Magnitude of Threats to Validity of Information Campaign Effects - Steven H Chaffee, Connie Roser and June Flora