Voorlichting en schade. Het gevaar van averechtse campagne-effecten

Samenvatting

Public mass media campaigns aimed at changing attitudes or behavior run the risk of achieving undesired results. It is demonstrated that effects contrary to the aims of the campaign designer are by no means limited in strength or scope. To confront this problem at the theoretical level, a general framework is proposed that explicitly takes such effects into account. The agenda-setting concept & cognitive response analysis constitute its core elements. Formative evaluation procedures are also suggested as a means of shaping campaign messages properly & anticipating undesirable campaign outcomes. Modified HA.