mass-communication-theory

286 Section 4 Contemporary Mass Communication Theory
hierarchyof-effects
model
Practical theory
calling for the
differentiation of
persuasion effects
relative to the
time and effort
necessary for their
accomplishment
prioritization or positioning. Media messages can be transmitted through a
variety of channels and used to highlight the value of choosing a specific
option or prioritizing one product, service, or candidate relative to others.
Change agents and opinion leaders can also be used, though these are more
expensive. This is a critical stage in any communication campaign because it
prepares people to take an action desired by campaign planners.
7. Methods for activating audience segments, especially those who have been
targeted by the campaign. Ideally, these audiences will include people who
are properly positioned and have decided to act but have not yet found an
opportunity. In other cases, people will have prioritized a product, service, or
candidate but must be confronted with a situation in which they are compelled
to make a choice. Many communication campaigns fail because they lack a
mechanism for stimulating action. People seem to be influenced by campaigns,
but that influence isn’t effectively translated into action. A variety of techniques
can be used to activate people, including change agents, free merchandise,
free and convenient transportation, free services, moderate fear appeals, and
broadcast or telephone appeals from high-status sources.
One of the simplest yet most comprehensive social marketing theories is the
hierarchy-of-effects model (Rice and Atkin, 1989), which states that it is important
to differentiate a large number of persuasion effects—some easily induced and
others taking more time and effort. This model permits development of a stepby-step
persuasion strategy in which the effort begins with easily induced effects,
such as awareness, and monitors them using survey research. Feedback from that
research is used to decide when to transmit messages designed to produce more difficult
effects, such as decision making or activation. Thus the effort begins by creating
audience awareness, then cultivates images or induces interest and information
seeking, reinforces learning of information or images, aids people in making the
“right” decisions, and then activates those people. At each step, the effectiveness
of the campaign to that point is monitored, and the messages are changed when
the proper results aren’t obtained.
INSTANT ACCESS
Social Marketing Theory
Strengths Weaknesses
1. Provides practical guide for information campaigns
in United States and abroad
2. Can be applied to serve good ends
3. Builds on attitude change and diffusion
theories
4. Is gaining acceptance among media campaign
planners and researchers
1. Is source-dominated
2. Doesn’t consider ends of campaigns
3. Underestimates intellect of average people
4. Ignores constraints to reciprocal flow of
information
5. Can be costly to implement
6. Has difficulty assessing cultural barriers to
influence
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