This section will focus on the role of the mass media in contemporary public health campaigns, with a focus on the application of theory and research to campaign design. Through readings and discussions, we will review various theories/approaches concerning social marketing, targeting, social modeling, persuasion, message design, and campaign message exposure. We will also conduct an overview of studies of campaign effects, and engage in a detailed examination of specific techniques for modern campaigns. We will also examine the evolving use of new digital communication technologies in health communication interventions and consider the implications of these new technologies for the design of future health communication campaigns.
