Situational Theory of Problem Solving (From Kim & Krishna 2014)
This is the term for the paradigm that views audiences as active individuals who communicate to cope with life's problems.
What is the "Audience Autonomy" paradigm
This was the key mediating variable studied by the researchers, which they found had strong direct effects on campaign outcomes.
What is Interpersonal Communication?
Hornik's chapter asks why we can't "sell" these like soap, applying commercial marketing to social issues.
What are human rights?
This editorial provides 10 guidelines for this type of activism, emphasizing nonviolent and evidence-based approaches.
What is strategic social action?
This key perceptual variable in STOPS is defined as "I see obstacles that limit my ability to act."
What is Constraint Recognition
The researchers analyzed the effects of campaigns using these three specific media channels.
What are TV, Radio, and Online Banners?
This is a key challenge: Unlike products, human rights face these barriers like lack of funding or political resistance.
What are institutional barriers?
In activism guidelines, these "programs" build healthy societies through positive actions, like Gandhi's noncooperation.
What are constructive programs?
The CAPS model expanded communicative behaviors beyond just acquisition to include these other two types of actions.
What are Information Selection and Information Transmission?
This type of effect, where media exposure influences outcomes by sparking conversations, is what the study found to be most powerful.
What is an Indirect Effect?
Hornik draws parallels to this field, using tactics like branding and ads to promote behaviors like vaccination or anti-discrimination.
What is social marketing?
The ocean sustainability chapter calls for this approach, integrating fields like biology, policy, and media for effective communication.
What is transdisciplinary?
This is the term for the pre-existing knowledge or "mental manual" a person uses to approach a problem.
What is the Referent Criterion?
The number of Dutch public information campaigns that were analyzed in the study.
What is five?
A limitation noted: "Selling" human rights risks this, treating complex ethical issues like commodities.
What is commodification?
Activism should avoid these unintended harms, per the guidelines, such as damaging side effects from well-intended efforts.
What are negative externalities?
This proactive dimension of "Information Transmission" in the CAPS model involves disseminating information without being asked.
What is Information Forwarding?
According to the study's implications, campaign developers should consciously design messages to be this, in order to stimulate interpersonal communication.
What is "talkable"?
The chapter critiques why traditional marketing succeeds for consumer goods but struggles here, due to differences in audience motivation and resources.
(What is social change or behavioral adoption?)
The name of the campaign in Rice and Atkins (2008) chapter 16.
What is the Monterey Bay Aquarium Seafood Watch Campaign?