R.S. ZAHARNA Home Classes Weekend Program Research Student Projects
Comm.539
International Public Relations
Spring 2005
Dr. R. S.
Zaharna
Phone: (202) 885-3995
Office: Mary Graydon
301
E-mail: zaharna@american.edu
Office hours: Mondays 10-12noon, Tuesday 2-4:30pm
Wednesday 4:00-5:30pm
My new web address is: http://www.academic3.american.edu/~zaharna
Course
Overview
Assignments
Background
References
Required Text
Work plan - Spring 2005 *
January 12 Introduction
January 19 Global
Orientation
January 26 Cultural
Values & Worldviews /
American &
International Public Communication
February 2 International CORPORATE Public Communication
February
9
Case Studies / Media Relations / Web Analysis
February 16 International SOCIAL Public Communication /
Social
Marketing & Participatory Communication
February
23
Non-governmental
Organizations (NGOs) & International Organizations
March
2
Tsunami 2004
March 16
International POLITICAL Public Communication /
Public
Diplomacy
March
23
Propaganda
& Information Warfare
March 30 Case Study Proposal Due
April 6 Article Reviews Due
April 13
Forms of Cultural Expression: Music
& Proverbs
Forms of National Persuasion: Flags & Anthems
April 20 Final Papers Due
PLEASE email me with your email address. zaharna@american.edu
For the Final Project, you have the option of writing a final
paper
(pdf.file) or creating a web page, both would be published on the
Internet,
linked from my webpage "International Public Communication Case Studies
--
SOC Student Projects".
http://academic3.american.edu/~zaharna/student-work.html
Guidelines for specific sections to include in your paper/web page are
posted
in Blackboard.
Overview : International Public
Communication
(Relations)
Advances in technology have made communication with and travel to places outside one’s own national borders easier than ever. As a result, people, ideas, products and services are circling around the globe and coming into contact with each other in ways that would have been unimaginable a decade ago. While making contact is a critical first step in international communication, being understood is the next. That understanding requires a new level of communicating. Advances in technology can take us wherever we want to go, but without advanced communication skills to match, our vision and abilities are limited.
In order to take advantage of the wealth of knowledge on how to reach culturally and politically diverse publics, we will use an interdisciplinary, case-study approach. We examine the various types of international public communication that are used to reach an audience.
This interdisciplinary approach will draw case studies from a range of study, including, international public relations, integrated marketing communication (international advertising), international social marketing, development and participatory communication, public diplomacy and propaganda, international non-governmental organizations (NGOs), and international crisis / humanitarian response.
While these various approaches appear very different, they all share the common goal of communicating with a targeted audience with the intent to inform, educate or persuade in an international context.
I have selected this wide variety of approaches because each approach has grown out of a different academic discipline. As a result, each approach has strengths that are missing in the other approaches. International public relations, for example, is very strong in the communication and management area of campaign design and implementation -- but it is weak in cultural adaptation. The approach that has the strongest cultural component is Participatory communication; however, it has a very loose campaign design structure. Social Marketing balances communication and cultural. Public Diplomacy and propaganda are interesting in that they are idealogically-based in the cultural myths of one culture and yet they are intended to pursuade people of another culture. This is why some "power propaganda" can seem pretty ridiculous to non-native audiences.
You will be encouraged from the first class to focus on a specific geographical region. As the class develops, you will want to focus on a particular public communication approach (i.e., public relations, social marketing, participatory communication or public diplomacy). For the final project, you will be asked to prepare a profile and analysis of an international public communication case study.
A last note: the Internet. I know all of academia and the world is talking about the explosion of information on the Internet. With all that information and all that technology, let's take advantage of it and . . . explore!
1. The course uses the resources of the Internet that are available to researchers and scholars worldwide. Wherever possible I have tried to provide links so you can move to the information quickly. I have put the web location addresses in case you get stuck or my limited computer skills didn't quite make it. I encourage you to browse the web sites and consider how the site is a form of international pr in and of itself. The information and links provided were collected /compiled from a variety of public domain sources. Where possible, these texts were sourced from original or unabridged editions of the work.
1. Interactive Assignments
The assignments are designed to help you integrate the reading materials with the lecture notes as well as explore additional resources on the Internet. The assignments are spread throughout the semester. Assignments submitted on the due date (Wednesday) can receive full credit. Assignments submitted by Friday can receive up to 80% credit.
UNDERGRADUATES - need to complete a total of 5 assignments
GRADUATES - need to complete a total of 7 assignments
** If you do more than the total assignments -- you can drop your lowest grade(s).
Concentration areas- pick ONE from each of the FIVE areas:
Global Orientation
(due: Jan 19)
1.1 Country Profile (required)
Cross-Cultural Profiles (due:
Jan 26)
2.1 Kluckhohn Model cultural profile
2.2 Cultural Continuum
cultural profile
Corporate communication (due: Feb
9)
3.1
International
PR case study
3.2 Corporate
web site analysis
3.3 Cross-cultural
Media Analysis
Social communication
(due: Feb 23 ) 4.1 Social
marketing case study
4.2 Participatory communication case study
4.3 Profile of international campaign
Political communication (due:
March 23)
5.1 Public
diplomacy - Comparative Analysis
5.2 Public
Affairs - International Cases
5.3
Information Warfare &
Propaganda
GRADING -- For the
assignments, I will be
looking for
(a) Implications -- have you highlighted the potential implications that the cultural variables could have for designing and implementing an effective campaign in your country, including specifics such as designing messages, selecting appropriate media channels, or gaining audience trust;
(b) Information -- have you provided examples or data from your research to explain your points and included a reference bibliography;
(c) Insights -- have you offered fresh observations and thought deeply about the connections, implications, complications involved; and
(d) Cultural sensitivity -- are you sensitive to the audience,
respectful of
their perspective, dignity, and differences.
2. Journal Article Review
The article review is designed to let you explore the field and gather research material that you will need for your final project. You want to choose an article related to your research project and include in your review: (1) summary of the article, (2) main findings, and (3) your assessment of the content of the article. You can read more about how to write the review by looking at the article review guidelines.
UNDERGRADUATE: 1 Article review
GRADUATES: 2 Articles reviews
** All articles must be from a scholarly journal, please check first to approve journal.
*** BE Sure to attach a copy of the journal article with your
critique.
3. Case Study Proposal and Working Bibliography
Provide a 1 1/2 page brief summary of the Case Study you propose to
analyze
for your final project. (1) Briefly describe the case, (2) state
category
of international public communication; and (3) provide a list of
information
sources for your case study.
4. Final Project - International Public Communication - Case Profile
Select an organization, government project, or company campaign to serve as a case profile. Sections of paper are: (1) Introduction; (2) Country Profile; (3) Case Profile; (4) Analysis and (5) Conclusion. You can read more about the specific guidelines in the International Public Communication - Case Profile
ACADEMIC INTEGRITY
** "Standards of academic conduct are set forth in the
University's
Academic Integrity Code. By
registering, you have acknowledged your awareness of the Academic
Integrity
Code, and you are obliged to become familiar with your rights and
responsibilities as defined by the Code. Violations of the Academic
Integrity Code
will not be treated lightly, and disciplinary action will be taken
should such
violations occur. Please see me if you have any questions about the
academic
violations described in the Code in general or as they relate to
particular
requirements for this course."
Please read and adhere to the AU academic code of integrity. If you are unsure about being able to personally complete ANY assignment, TALK TO ME. No assignment is worth risking suspension from the university.
International
Public Relations
Working Calendar -- Spring 2005
January 12 -- Introduction
Assignment 1.1
Country
Profile
Due: January 19
Select one COUNTRY that will be your focus for the semester. When you prepare your profile of your country, focus on the public communication aspects. You need to think about what all the statistics and raw data about the country means. Give some of the raw data, but be sure to highlight the public communication implications. Use the categories listed in the readings of the In-Awareness Model as subheadings and write a one-paragraph narrative for each category. Please add the following categories that you think are important to your country profile: natural resources, geography profile, historical notes. Please attach a regional map highlighting your selected country as well as a country-specific map.
Use
the categories listed in the In-Awareness
Approach as subheadings and write a one-paragraph
narrative for
each category. (This reading available
on
Zaharna homepage, under category "Research")
Important note: Try to
highlight the possible public communication implications. For
example, if
the government is non-democratic, or has multiple political parties --
what
might this point mean for an American practitioner who wants to
communicate
with the public? Another example, if the economy need foreign
investment, what
might this point mean in terms of the country's communication
priorities? Would
it be more important for the government to conduct an external or
internal
communication campaign?
You may wish to make special note of your country's natural resources,
geography, or history. Often these features have important
implications
that shape how one communicates with the public.
Zaharna, R.S. (2001) "An
In-awareness Approach to International Public Relations,"
Public Relations Review, (Winter), 27, pp. 135-148.
Strategic International PR Programs." Public Relations Quarterly, (Winter).
available on Blackboard or PROquest
Resources - global
World Bank -http://www.worldbank.org/html/extdr/regions.htm
United
Nations -http://www.un.org/Depts/cartographic/english/index.htm
U.S. State
Department (country background notes - includes history,
agriculture)
http://www.state.gov/countries/
American CIA
Facts on File - http://www.cia.gov./cia/publications/factbook/index.html
U.S. Agency
for International Development (USAID) - http://www.info.usaid.gov/regions/
U.S. Library of
Congress, Country
Studies - http://lcweb2.loc.gov/frd/cs
Due: January 26
This section focuses on how culture shapes the way people perceive and
act in
their world. We will look at how anthropologist have talked about
how
different cultures define and perceive the world differently. We
will
also look at how different cultures have their own rules for
communicating and
how unshared rules can cause communication problems.
Assignment #2: Cultural Profile-- select one:
Assignment 2.1: Comparative
Cross-Cultural
Analysis using Kluckhohn
Assignment 2.2: Comparative Cross-Cultural
Analysis using Cultural Continuum
For the assignments, I will be looking for (a) Implications -- have
you
highlighted the potential implications that the cultural variables
could have
for designing and implementing an effective campaign in your country,
including
specifics such as designing messages, selecting appropriate media
channels, or
gaining audience trust; (b) Information -- have you provided examples
or data
from your research to explain your points and included a reference
bibliography; (c) Insights -- have you offered fresh observations
and
thought deeply about the connections, implications, complications
involved; and
(d) Cultural sensitivity -- are you sensitive to the audience,
respectful of
their perspective, dignity, and differences.
Miner, Horace. (1956). "Body Ritual among the Nacirema," American
Anthropologist 58 (3), pp. 503-507.
[available on PROQUEST]
Zaharna, R.S. (working draft 1/28/2000). "Overview:
http://academic3.american.edu/~zaharna/kluckhohn.htm
Zaharna, R.S. (working draft 1/29/2000). "Overview: Cultural
Continuum."
http://academic3.american.edu/~zaharna/continuums1.html
Dahl, Stephan. An Overview
of Intercultural Research. (Middlesex University Business
School, UK).
http://stephan.dahl.at/intercultural/about_culture.html
* In-class Lectures
-- Understanding Cultural Differences -- verbal and nonverbal
communication /
cultural continuums
* In-class Exercises
possible -
* Feedback exercise / "My house" exercise
* Rules of My Culture exercise
* Curious George
* Proverbs of the San people
* Religious symbols
http://altreligion.about.com/library/glossary/blsymbols.htm
__________________________
Assignment 2.1: Comparative Cross-Cultural
Analysis using Kluckhohn -- Select two major ethnic or religious
groupings
in your region //or compare a dominant socio-cultural group within your
country
and the dominant American culture. Prepare a comparative analysis of
the two
ethnic or religious groups within your country or with the dominant
American
culture using the Kluckhohn value-orientations. [pls keep
your
write up to no more than 5 pages double space, or 3 pages single]
see RESOURCES below
Assignment 2.2: Comparative Cross-Cultural
Analysis using Cultural Continuum -- Select two major ethnic
or
religious groupings in your region or compare your country's culture
and the
dominant American culture. Prepare a comparative analysis of the two
ethnic or
religious groups within your country or with the dominant American
culture
using any two cultural-continuums. [pls keep your write
up to no
more than 5 pages double space, or 3 pages single] See RESOURCES below
Note:
Remember to highlight the public communication aspects when doing your
assignments. For example, when doing your Cultural Profile, think about
what
you
might stress in a message appeal, or which public(s) might be the most
influential, or
what medium you would rely on to deliver your message, or what creative
approach
you might use to reinforce your message. One sentence here and
there on
public
communication aspects shows me that you are thinking about the
information you
are
gathering and how you might communicate with the people whom your are
profiling.
If it helps you, you may present your analysis
in a
chart form or by using subheadings.
It is important to use the concepts,
define them, and provide a specific example or
explanation about how the concept fits with
the
culture.
RESOURCES for Assignment 2.1 and
2.2
Culture - theory
Comparative Religions - GENERAL
Cultural Profile Project -[University of Toronto, originally, now part
of
Canadian Citizenship & Immigration/ each country has its own left
side menu
once you click to the country]
http://www.settlement.org/cp/english/
Academic Info Gateway -- see links for your region
http://www.academicinfo.net/religindex.html
Virtual Library, CHECK -- Regional Studies -http://vlib.org/
Champlain College - Resources on Religion
http://campus.champlain.edu/library/relig.htm
Business / Culture guides - database:
globalEDGE http://globaledge.msu.edu/ibrd/ibrd.asp
AFRICA
An e-community for Africa
clickafrique.com http://www.clickafrique.com/directory.asp
Africa- (prepared by African Studies Center, University of Penn.
by Prof.
Zuberi -- see individual country pages for links to country-specific
resources
- gives brief pre- and post-colonial history summary)
http://www.sas.upenn.edu/African_Studies/Home_Page/Country.html
Excellent - AFRICAN TRADITIONAL RELIGION - Webpage maintained by
CHIDI
DENIS ISIZOH
http://www.afrikaworld.net/afrel/
VG - Front Porch e-zine
http://members.aol.com/porchfour/religion/african.htm
Art & Life in Africa Online -- has data base on 107 African
cultures
http://www.uiowa.edu/~africart/toc/people.html
African cultural resource page -- prepared by the honors class of Prof.
Gloria
Harper Dickenson, Department of African American Studies at College of
New
Jersey
http://dickinsg.intrasun.tcnj.edu/diaspora/topics.html
Baobab - Studies And Sources in African Visual Culture
http://web-dubois.fas.harvard.edu/DuBois/baobab/baobab.html
LATIN AMERICA & CARRIBEAN
Vodun - Call of the Drums - Afro-Caribbean traditional beliefs
http://www.religioustolerance.org/voodoo.htm
Consortium of Latin American studies
http://www.duke.edu/web/las/other.html
Latin America Network Information Center (very extensive)
http://lanic.utexas.edu/las.html
For individual country resources on religion see - http://lanic.utexas.edu/la/region/religion/
The Latin World (search engine)
http://www.latinworld.com/
NORTH AMERICA & EUROPE
Native American (also has links for native cultures in South &
Central
American)
http://members.aol.com/porchfour/religion/nativeam.htm
ASIA -- EAST
Asia net - http://www.asianetnews.net/
Virtual library -- Asian studies - (edited by Dr. T. M. Ciolek) --
need
to click on your country
-http://coombs.anu.edu.au/WWWVL-AsianStudies.html
Buddhism -- http://www.ciolek.com/WWWVL-Buddhism.html
Confucius - described through meaning of Chinese characters (article
prepared
by The Proceedings of the Friesian School, Fourth Series is a
non-periodic
journal and archive of philosophy)
http://www.friesian.com/confuci.htm
Japan - Institute of Japanese Culture and Classics -- a
research
center attached to Kokugakuin University
http://www.kokugakuin.ac.jp/ijcc/
Tioism Information Resource Page --
http://www.clas.ufl.edu/users/gthursby/taoism/
ASIA -- SOUTH & CENTRAL
Hindu -- Developed by and for Hindu community
http://www.hinduwebsite.com/
http://www.hindunet.org/
Sikhism - by and for community
http://www.srigurugranthsahib.org/
Islam (prepared by Prof. Alan Godlas, U of Georgia --) - http://www.arches.uga.edu/~godlas/home.html
MIDDLE EAST
The Shamash Jewish Internet Consortium, a project of Hebrew College,
Internet
links to Judaism and Jewish studies
http://www.shamash.org/trb/judaism.html
Middle East - (prepared by the Center for Middle Eastern Studies,
University of
Texas) - http://menic.utexas.edu/menic.html
Islam (prepared by Prof. Alan Godlas, U of Georgia --) - http://www.arches.uga.edu/~godlas/home.html
In this session, we will look at how business enterprises and the
media
adapt their communication for a global audience. Corporations depend on
effective communication to increase their bottom line. Reputation
translates
into profits. The primary strength of corporations, particularly
American based
ones, is their systematic approach and incorporation of research into
the
design and implementation of campaigns.
Assignment #3: Corporate - please prepare and bring to class
ONE
assignment
3.1 International
PR case study
3.2 Corporate
web site analysis
3.3 Cross-cultural
Media Analysis
Kristiane Hansted & M.G. Hemanth, "Integrated Marketing
Communications: A Valuable Tool in Emerging Markets," Journal of
Integrated Communications, 1999-2000, p. 21.
http://jimc.medill.northwestern.edu/pdfs/integrated_ma_keting_commun.pdf
Lerner, Michael (1999). "Building worldwide Web sites" (IBM)
http://web.archive.org/web/20040217200746/http://www-106.ibm.com/developerworks/library/web-localization.html
Edelman 2004 International Survey -- "Trust Barometer" [please
browse findings, press release and any additional presentations that
interest
you]
http://www.edelman.com/events/Trust/startwm.html
Business Week -- Global Brand Score
Card
-- top 100 global brands
http://bwnt.businessweek.com/brand/2003/index.asp
<>Tools -- please browse or
review
summary notes (additional concepts for writing your analysis)
Nonprofit Case Study: Cancer Institute
detailed analysis of how web design used to organize and present
information
http://usability.gov/lessons/learned.html
SUMMARY Notes: M. Lombard & T. Ditton. (1997) At the heart of it
all:
The concept of Presence. Journal of Computer Mediated Communication
3
(2), pp. 1-45.
http://www.ascusc.org/jcmc/vol3/issue2/lombard.html
presents 6 concepts that promote the
"presence" for websites.
1- presence as social richness -- site provides sense of intimacy,
immediacy,
feeling of contact
2 - presence as realism -- just like the real thing
3 - presence as transportation -- you feel that you are there in the
site, and
we are there together
4 - presence as immersion -- feel surrounded by experience, eg, video
game or
Disney world, Pepsi
5 - presence as a social actor within medium -- you get caught by
someone on
the screen, an anchor talking to you "the audience"
6 - presence as medium social actor -- giving an inanimate object human
qualities, eg, Data on Star Trek
SUMMARY Notes: M. Kent and Maureen Taylor (1998) Building
dialogic
relationships through the World Wide Web. Public Relations Review.
24
(3), pp. 321.
Authors suggest that the goal of web designers is to create and foster
dialogical relationship based on exchange and interaction with publics.
Suggest
five principles for creating dialogical relationships:
1 - dialogic loop: allow and encourage feedback from the viewer
2 - usefulness of information: make an effort to include information of
general
value to all publics
3 - generation of return visits: include features that make sites
attractive
for repeat visitations, update information, change issues, add special
forums
or commentaries, on-line question and answer sessions
4 - intuitive/ease of interface: visitors should find the sites easy to
figure
out and navigate
5 - rule of conservation of visitors: be careful about links that can
lead the
visitors astray
* In-class Lectures
-- Corporate notes
Steenkamp, Jan-Benedict; Batra, Rajeev; Alden, Dana. (2003) How
perceived brand
globalness creates brand value," Journal of International Business
Studies
* In-class Exercises
possible -
* Body shop
* videos - Cleo awards, South African commercials, Coca Cola
__________________________
Assignment 3.1: International PR Case
Study
Pick an international corporation or
case study
from a major international PR firm (please see RESOURCES
3.1 for firms) and write a profile of how the firm localized the
campaign to fit
the country and culture of the product or service. Highlight the
steps
discussed by Hansted & Hemanth. Discuss whether the consumer needs,
culture
and lifestyle has been addressed. Provide a brief background on the
product/service. Highlight any special tactics within the pr
strategy.
Try to select a campaign that was conducted in your country or region.
Assignment 3.2:
Corporate
Website Critique
Select a Multinational Corporation that operates in your region and
critique
its web site. You may use the seven criteria that c/net-builder.com
uses to
evaluate web sites or develop additional criteria of your own -- but
make sure
to explain the concepts you use. Comment on how the site has adapted
its
website to the culture of the audience. [you may wish to view its home
website
or
See RESOURCES 3.2 on international website
design and critique for additional links and tips.
Please attach a hard copy of the site's homepage.
Notes: Remember to discuss the public communication aspect. The trend
in
corporate public relations is to create a corporate image or identity.
Identity
is created through an overall impression of the page layout and design.
Look at
the font style. The logo is very important. Horizontal lines tend to
promote an
image of stability, vertical and especially diagonal lines suggest
dynamic
energy. Color is critical in setting a mood; think about what emotion
the color
scheme creates. Look also at what site includes -- does it stress
people?
company reputation? company achievements? particular product? business
philosophy? In doing your critique think about the overall message and
identity
that the corporation is trying to communicate to an international
through its web site. Touch on any of these public communication
aspects in
your review. Does the website have any of the elements of presence?
What
elements in the website contribute to building a dialogic
relationship? Also CHECK statistic links to see how
many people in your country actually use the Internet.
Assignment 3.3: Cross-cultural Media
Analysis
Select one news medium from your region to compare and contrast to a
similar
news medium found in the
RESOURCES -
Assignment 3.1 -- PR Case Studies
International Public Relations Association - see "Golden World
Awards for Excellence - 2004 Winners" [have to enlarge, only gives
names
-- http://www.ipra.org/services/2004%20Winners%20list%20for%20press%20release.pdf
]
http://www.ipra.org/
Public Relations Association of America -- seen "Silver Anvil Awards"
- international
[for 2004 awards -- http://www.prsa.org/_Awards/silver/winners2004.asp?ident=sil6.6
]
http://www.prsa.org/_Awards/silver/index.asp
RESOURCES for case studies:
Hill & Knowlton -- Global - links to regional websites around the
world
http://www.hillandknowlton.com/global/company/case_studies
Fleischman Hillard International -- has several sites in political,
corporate
and public awareness campaigns
http://www.fleishman.com/global_network/home.html
Porter Novelli International -- also specializes in social marketing
http://www.porternovelli.com/PNWebSite/PNWebsite.nsf/WWD_Index
Burson-Marsteller
(didn't see international section, but does have special pr areas with
case studies
and profiles)
http://www.bm.com/pages/home
Edelman - check their "Global Network"
http://www.edelman.com/
Ketchum -
has global section, also special "case studies" section, several in
Germany
http://www.ketchum.com/
Ogilvy PR
another global leader, recent case in Australia, check under
"practices" and "news"
http://www.ogilvypr.com
IPREX - partnership of leading public relations firms world wide -
check
"News" section and "Expertise" for possible leads.
http://www.iprex.com/
RESOURCES Assignment 3.2
Corporate Web Site Critique
Resources - picking a corporate web site
Web 100 -- has compiled a list with direct site access to largest U.S.
and
International corporations on the web (if the link doesn't work, try
putting
the company's name in Google)
http://metamoney.com/usListIndex.html
- The 100 largest US corporations on the web
(check this site for international corporations based in the US. See if
you can
find the company website for your country. Example -- if you pick Coca
Cola as
your company, and
http://metamoney.com/globalListIndex.html
- The 100 largest non-US corporations on the web
(This is an interesting site for finding corporations based outside the
Resource -- How many internet users are there in your country?
NUA (
Number of people on line -- by regions and individual countries
http://www.nua.ie/surveys/how_many_online/index.html
International Telecommunication Union -- country
profiles/case studies -- see RIGHT side country list
http://www.itu.int/ITU-D/ict/cs/
Resources for analyzing web sites -- may wish to include some of the
following
concepts or features in your analysis.
U.S. Government - Health & Human Services - (for basic analysis) http://usability.gov/
Lerner,
Michael (1999). "Building worldwide Web sites"
(Lerner's piece is hosted on IBM, he is president of Learn the Net.com
This
brief paper highlights concerns in creating websites for international
audiences.
speak visitor's language; localize to culture; be alert to translation
problems
(machine tranlations; literal translations; humor mistranslations); be
sensitive to cultural concerns; account for technical issues (language
display;
unicode; multilingual maintenance)
http://web.archive.org/web/20040217200746/http://www-106.ibm.com/developerworks/library/web-localization.html
RESOURCES
- Assignment 3.3
Cross-cultural Media Analysis
http://www.allnewspapers.com/
- All
Newspapers - international media directory by country
papers by region & country
http://www.etown.edu/vl/radio.html - WWW.Virtual Library - Live International Radio &
Television Broadcasts
International media link:
http://www.cosmopolis.ch/medialinks.htm
http://comminit.com/- Communication Initiative contains 65 country communication
status summaries
http://allafrica.com/ - Africa media links online
Search Engines -- by country or region
http://www.searchengineguide.org-Search
Engine Guide - international directory
of search engines
SOCIAL COMMUNICATION
Due: March 3
This section focuses on international public communication campaigns
that
are concerned with social issues and practices. Whereas corporate
communication
has the goal of getting the audience to buy a product or service,
social
communication's aim is to get audiences change attitudes and behavior.
Social
marketing tends to use a top-down, vertical communication and
commercial
marketing techniques to "sell" the attitude or behavior.
Participatory communication and social-change models tend to use
horizontal
communication to activity engage the "stakeholders" to own the
communication initiative from the designing a campaign to sustaining
its
results. The strength of social communication is their high degree of
"cultural sensitivity." Because attitudes and behaviors tend to be
rooted in culture, communication that is not keenly attuned to the
culture
fail. In this section, please pay particular attention to the subtle,
yet
powerful cultural tools that define successful initiatives.
Assignment #4: Social - please prepare and bring to
class ONE
assignment
4.1
Social
marketing case study
4.2 Participatory
communication case study
4.3 Profile
of International campaign
4.4 Humanitarian Crisis
.Kline-Weinreich, N. (1998). "What is Social
Marketing"
available online -- http://www.social-marketing.com/whatis.html
MacFadyen, L, Stead, M. and Hastings, G. (1999) Social Marketing: A
Synopsis
Centre for Social Marketing
http://www.csm.strath.ac.uk/smchapter.html
Mintz, J. (1988) "Social marketing: New weapon in an old
struggle."
(design for comprehensive strategy)
http://www.hc-sc.gc.ca/english/socialmarketing/social_marketing/somarhpe/
Chin Saik Yoon -- “Participation for Development”
http://www.southbound.com.my/communication/parcom.htm
Rockefeller Brothers Fund Report -- Making Waves - Stories of
Participatory
Communication for Social Change (with 50 case studies) please
read --
"Introduction"
http://www.comminit.com/pdsMakingWaves/sld-5089.html
Waisbrod, Silvio -- Family Tree of Theories, Methodologies and
Strategies in Development Communication: Convergence & Differences
http://www.comminit.com/socialchange/stsilviocomm/sld-1774.html
Edelman, Richard. "NGOs and Corporate Global Citizenship (3/13/2001)
[transcript on why NGOs have surged ahead of governments and
corporations in
'audience trust and credibility')
http://www.edelman.com/events/ngo/ngo_3-12-01/transcript_full.htm
[ also see Edelman annual "Trust & Credibility Rating"]
Surfings -- please browse
The Communication Initiative
http://www.comminit.com
* In-class Lectures
-- NGOs & conference diplomacy
--NGO - publicity
* In-class Exercises
-- hand washing, exercise
-- video (IADB) "Don't Call Me Street Kid" /
--
__________________________
Assignment 4.1: Social Marketing
case
study
Prepare a profile a case study. Highlight the '4 Ps' of social
marketing along
with the 3 additional ones we talked about. Think about the
4 p's
of social marketing: Product -- what was the product? was product
physical, service, practice, or idea? Price -- what was the cost
of
obtaining the product? was the cost tangible or intangible? think
about
any social costs not in terms of what you may think of in
See RESOURCES for finding a case study.
Assignment 4.2: Participatory
Communication case study
Find and profile a case study that appears to have adopted the
participatory
communication approach. Highlight elements of the approach such as
bottom-up
communication, horizontal communication, networking, stakeholders,
indigenous
knowledge, sustainability, cultural sensitivity.
Assignment 4.3: Profile of An
International Initiative
International organizations routinely publish the findings of
major
research studies conducted on health, social, or educational
issues.
Select an international organization and critique its web
site promotion
of a current initiative. Please identify primary and
secondary
audiences, cultural premise of message appeal, appropriateness of
graphic
presentation and content focus. Contrast international/global aspect of
website
with those we looked at for Multinational Corporations. Please
print a
hardcopy of the site's homepage.
Alternatively, -- find a health/education/social case study conducted
by an NGO
of your choice and profile the case as using a “social marketing”
or “participatory” approach. Highlight elements associated
with the approach that you found in the case study.
Assignment 4.4 Humanitarian
Crisis
Unfortunately, man-made and natural disasters occur. Analyze the
case
study (to be announced) using the elements of crisis
communication.
Assess the message appeal in terms of an American viewer.
Technically,
were the critical elements followed? Was any extra creative
components
added to enhance the appeal? Were there any circumstances (i.e.,
political context, geographical proximity, cultural affinity, etc.)
that need
to be factored into the appeal? Were these addressed?
RESOURCES
You can chose ANY case study related to your country
best place to start: http://comminit.com/search.html
RESOURCES for finding case studies
BEST -- Communication Initiative - wealth of resources on development
communication, can check by region or interest
http://www.comminit.com/programmes.html
Canada Health -- Social Marketing Network -- has case studies and
resources
http://www.hc-sc.gc.ca/hppb/socialmarketing/index.html
Population Services International (PSI) a nonprofit organization
dedicated to
improving the health of low-income people worldwide (click "Where
We
Work" for project in different countries)
http://www.psiwash.org/
Commercial Marketing Strategies – case studies on reproductive health
http://www.cmsproject.com/resources/publications.cfm?view=normal
Porter Novelli – has case studies world wide – may have to do
additional research to get details
http://www.porternovelli.com/pnwebsite/pnwebsite.nsf/WhereWAIndex?OpenPage
International Development Network - Information Resources for
Sustainable
Development
http://www.idn.org/
Johns Hopkins University, Program in Health Communication – case
studies
with link to more detailed information on cases
http://www.jhuccp.org/programs/
Tools of Change (Canada) -- case studies and methodology
http://www.toolsofchange.com/English/firstsplit.asp
Social Change (Australia) -- focuses on the role of media in social
change
http://media.socialchange.net.au/
id2 Development Research reporting service, a selection of the
latest and
best UK-based development research -- international case studies on
wide range
of areas.
http://www.id21.org/index.html
IRIN News org. UN office for the Coordination of Humanitarian
Affairs --
case studies from around globe, presented as short news items --
extensive on
Central Asia
http://www.irinnews.org/homepage.asp
Fostering Sustainable Development (environmental - US, Europe,
Australia)
maintained by Prof. Doug McKenzie resources on case studies, vg
chapters on
aspects of social marketing - commitment, communication, etc.
http://www.cbsm.com/
Health Systems Research, Inc -- primarily social marketing research,
including
case studies, in the U.S. http://www.hsrnet.com/sitemap.htm
Center for Development Communication (possible links for European-based
partnerships) http://www.cendevcom.org/partners.html
Inter-Development Bank (Central and South American projects, all
fields)
http://www.iadb.org/
Italy -- Marketing Sociale -- web site for social marketing in
Italy (in
Italian)
http://www.marketing-sociale.com/
International Agencies
United Nations - list of agencies - http://www.unsystem.org/
European Union http://www.europa.eu.int/
Food and Agriculture Organization of the U.N. http://www.fao.org/
International Court of Justice http://www.icj-cij.org/
International Labor Organization
North Atlantic Treaty Organizations http://www.nato.int/
Organization for Economic Development http://www.oecd.org/
U.N. Children's Fund - http://www.unicef.org/
U.N. Development Program - http://www.undp.org/
U.N. Educational, Scientific & Cultural Organization - http://www.unesco.org/
U.N. Population Fund - http://www.unfpa.org/
World Bank - http://www.worldbank.org/
World Trade Organization - http://www.wto.org/
Sample Case Studies
Learning What You Don't Know: Training Journalists in Armenia
by Leah Kohlenberg
http://www.comminit.com/Commentary/sld-7273.html
Germany (University of Kiel/Germany -- Nordlicht Campaign to reduce
traffic
congestion)
available online
http://www.nordlicht.uni-kiel.de/pube.htm
Latin America - "Don't Call Me Street Kid" - campaign to foster
awareness
of street kids developed by Inter-America Development Bank, (IADB)
available online http://www.iadb.org/exr/spe/kidscampaign/
POLITICAL PUBLIC
COMMUNICATION
This section focuses on international public communication that have
a
political agenda or that seek to promote a particular political
ideology.
To keep the process orderly, we will focus on
government-sponsored
communication to foreign and domestic publics. Since the 9/11
attacks in
Assignment #5: Political - please prepare and
bring to
class ONE assignment MARCH 23
5.1 Public
diplomacy - Comparative Analysis
5.2 Public
Affairs - International Cases
5.3 Information Warfare &
Propaganda
Smith, Pamela (2000) "What is public diplomacy," Address before the
Mediterranean Academy of Diplomacy, Malta.
http://diplo.diplomacy.edu/Books/mdiplomacy_book/smith/p.h.%20smith.htm
Ross, Christopher (2003) Pillars of Public Diplomacy, Harvard Review,
August 2003.
http://www.iwar.org.uk/news-archive/2003/08-21-3.htm
van Ham, Peter. (2001). The rise of the brand state: The
postmodern
politics of image and reputation. Foreign Affairs 80(5), p.2
[AU library
data base: JSTOR, CIAS, PROquest]
Zaharna, RS (2004) ”From Propaganda to Public Diplomacy in an
Information Age,” in Nancy Snow and Yahya Kamalipour (eds.) War,
Media, and Propaganda: A Global Perspective (
Surfings -- please browse these
sites
http://www.ukc.ac.uk/history/centres/proplinks.htm
USIA Alumni Association & The
Public
Diplomacy Foundation - Public Diplomacy Web Site --
http://www.publicdiplomacy.org/
Mediterranean Academy of Diplomacy - Diplo Foundation
http://www.diplomacy.edu
* In-class Lectures
- public diplomacy or propaganda: analyzing communication
techniques
- net diplomacy -- US Institute of Peace
* In-class Exercises
-- video: Keen "Faces of the Enemy"
-- video: US Army (1940) "Know Your Enemy"
__________________________
Assignment 5.1: Public Diplomacy --
Comparative Analysis of Websites
Please do two separate web site critiques. The first web site
should be
the American government's web site of the American embassy in your
particular
country. You can find the link for all
****Please attach a hard copy of homepage – with URL address – we
will view them together in class.
For links to American embassies and consulates: see U.S.
Department of
State - Public Diplomacy
http://www.usembassy.state.gov
For links to foreign embassies and consulates in the
For global directory of embassies: see http://www.embassyworld.com
Assignment 5.2: Public Affairs or
Propaganda
Select one the online exhibits featured by the
1. "The Chairman Smiles: Posters from
2. "The Chairman Smiles: Posters from
3. "The Chairman Smiles: Posters from the former Soviet
Union,"
4. "Chinese Propaganda Posters." Prepared by Stephan
Landsberger,
5. U.S. National Archives and Records Administration has an
online
exhibit of WWII posters that were designed to mobilize the American
public. Please visit their exhibit, "Powers of Persuasion"
http://www.archives.gov/exhibit_hall/powers_of_persuasion/powers_of_persuasion_home.html
Assignment
5.3:
Information Warfare and Propaganda
Please analyze
The Propaganda War and the War Against Terrorism -- slide
presentation: "The Role of Propaganda"
Prof. Philip M. Taylor (
http://www.leeds.ac.uk/ics/terrorism.htm
The Information Warfare Site /
Leaflets- HEADQUARTERS UNITED STATES CENTRAL COMMAND
http://www.iwar.org.uk/psyops/resources/iraq/index.htm
US Leaflets dropped in
(Prof. Taylor, site above has sample leaflets, below are some links
with
clearer copies.)
US Defense Dept - Leaflet on food package & cluster bombs
Arabic version - http://www.defenselink.mil/photos/Oct2001/0110025-D-9085M-002.html
http://www.iwar.org.uk/psyops/resources/afghanistan/index.htm
US DoD - Farsi
http://www.farsinet.com/america/day36.html
Resources --
Information
Warfare
Warfare Leaflets
http://www.psywarrior.com/leaflet2.html
Interview Maj. Ed Rouse (Psychological Operations Group) by
freeserve.com [gives overview of US successes with Psyops)
http://www.freeserve.com/news/specialreport/00006946-559A-1BCD-967B80AC13220000.htm
Brief History of Psychological Operations (Psyops)
http://www.psywarrior.com/psyhist.html
http://www.ukc.ac.uk/history/centres/proplinks.htm
Aukland - "An Appraisal of Gulf War Propaganda"
The Psywar Society
http://www.btinternet.com/~rrnotes/psywarsoc/fleaf/gulfapp.htm
Articles
Hiebert, R. E. (1991). "Public Relations a Weapon of Modern
Warfare," Public Relations Review 17 (2), pp. 107-116.
Manheim, Jarol. (1994). "Image Management: The Real
'Smart
Weapon' of the Gulf War," in Strategic Public Diplomacy and
American
Foreign Policy.
Reese, S. & Buckalew, B. (1995)."The militarism of local
television: The routine framing of the Persian Gulf War," Critical
Studies in Mass Communication 12, pp. 40-59.
Keen, S. (1994) Faces of the Enemy, in G. Weaver (ed.) Culture,
Communication & Conflict:
Due: April 6 please see Article Review Guidelines
Choose an article related to (a) your case study; (b) communication aspect of your region; OR (c) your selected approach.
The critique should be approximately 2 1/2 pages and include (a) an brief overview of what the article was about; (b) a detailed summary of major findings or points; and (c) your assessment of the content of the article.
*** BE Sure to attach a copy of the journal article with your critique.
** Undergraduates - 1 Article review
** Graduates - 2 Article reviews
MUSIC & PROVERBS: FORMS OF
EXPRESSION
Assignment: Music
Show & tell feature presentation. Collect a sampling of
music from
your country to share with the class. Class presentation limited to 5
minutes. Discuss how the music reflects the life style of the
particular
audience. (Check Internet or Library non-print section).
Assignment: Proverbs & Religion
Use Search Strategies to find proverbs from your country of study. Collect at least 10 proverbs. Discuss how proverbs relate to prominent features in the culture or life style of the people. Hypothesize on you might adapt campaign strategy around a particular proverb. Prepare handout of proverbs to share with class.
RESOURCES
African music archives - http://ntama.uni-mainz.de/~ama/
Example of African proverbs - http://www.namesite.com/
NATIONAL SYMBOLS: FORMS OF PERSUASION
National Symbols
Secure an English-language translation of the National Anthem and
full-colored
flag of the country you are studying. Prepare two page write
up on
the history of the national anthem and flag.
Please see Case Study Guidelines.
International Public Relations - Global Overview
Banks, S.P. (1995). "Culture, Diversity, and Public Relations," in
Multicultural Public Relations: A Social-Interpretive Approach.
Botan, C. (1992). "International Public Relations: Critique and Reformulation," Public Relations Review, 18 (2), pp. 149-159.
Grunig, J., Grunig, L., Sriramesh, K., Huang, Y., & Lyra, A. (1995). "Models of Public Relations in an International Setting," Journal of Public Relations Research 7 (3), pp. 163-186.
Reed, J. (1989). "International Media Relations: Avoid Self-Blinding," Public Relations Quarterly (Summer), pp. 12-15.
Anderson, G. (1990). "A Global Look at Public Relations," in
Aydin, N., Terpstra, V. & Yaprak, A. (1984)."The American challenge in international advertising," Journal of Advertising (13), pp. 49-59.
Crespy, C. (1986). "Global marketing is the new public relations challenge," Public Relations Quarterly (Summer), pp.5-8.
Farinelli, J. (1990). "Needed: A New U.S. Perspective on Global Public Relations," Public Relations Journal (November), pp.18-19, 42.
Fitzpatrick, K & Whillock, R. (1993). "Assessing the impact of
globalization on
Howard, C. & Mathews, W. (1986). "Global Marketing: Stop, Look, and Listen," Public Relations Quarterly, (Summer), pp.10-11.
Sharpe, M. L. (1992). "The Impact of Social and Cultural Conditioning on Global Public Relations," Public Relations Review 18 (2), pp. 103-107.
Stanton, E. (1991) "PR's Future is Here: Worldwide, Integrated
Communications,"
Public Relations Quarterly, (Spring), pp. 46-47.
Political Structure
Culbertson, H. M., Jeffers, D.W., Stone, D. B., and Terrel, M.
(1993).
"The Political Context in Public Relations: Getting Things Done," in Social,
Political and Economic Contexts in Public Relations: Theory & Cases.
(
Elder, C. D. & Cobb, R.W. (1983). "Social Functions of Political
Symbols (American)" in The Political Uses of Symbols. (
Hiebert, R. E. (1991). "Public Relations a Weapon of Modern
Warfare," Public Relations
Review 17 (2), pp. 107-116.
Cutlip, S. (1987). "Pioneering public relations for foreign governments," Public Relations Review, (Spring), pp. 13-34.
Kunczik, M. Images of Nations and International Public Relations.New York: Erlbaum, 1996.
Mac Arthur, J. (1992). Second front: Censorship and propaganda
in the
Gulf war.
Manheim, J. (1994). Strategic public diplomacy & American
foreign policy.
Art & Visual Component
Bower, R. & Sharp, L. (1956). "The use of art in international communication: A case study," Public Opinion Quarterly, (Spring), pp. 221-229.
Tinic,
Social Issues," Journal of Communication 47 (3), pp. 3-25.
Wallis, B. (1991). "Selling Nations," Art in
Balfe, J. (1987). "Artworks as symbols in international politics," International Journal of Politics, Culture and Society, (Winter), pp. 195-217.
Ethics
Roth, N.L., Hunt, T., Stavropoulos, M. & Babik, K. (1996). "Can't We all Just Get Along: Cultural Variables in Codes of Ethics," Public Relations Review 22(2), pp. 151-161.
Dyck, E. J. & Coldevin, G. (1992). "Using Positive vs. Negative Photographs for Third-World Fund Raising," Journalism Quarterly 69 (3), pp. 572-579.
Kruckeberg, D. (1996). "A Global Perspective on Public Relations
Ethics: The
Pinsdorf, M. K. (1991). "Flying the Different Skies: How Cultures
Respond to Airline
Disasters," Public Relations Review 17 (1), pp. 37-56.
Tinic,
Social Issues," Journal of Communication 47 (3), pp. 3-25.
O'Brien, A. (1980). "Public Relations of Anti-Stereotype Television
Spots," Public Relations Review 6 (3), pp. 14-21.
Values
Hall, E. T. & Hall, M.R. (1990). "Key Concepts: Underlying
Structures of Culture," in Understanding Cultural Differences. (
Stewart, E. C. (1972). "American Assumptions and Values," in American
Cultural Patterns. (
Triandis, H.C., Brislin, R., & Hui, C. H. (1988). "Cross-Cultural Training Across the Individualism-Collectivism Divide," International Journal of Intercultural Relations, 12, pp. 269-288.
Kluckhohn, F. & Strodtbeck, R. (1961).Variations in Value
Orientations.
Pratt, C. & Ugboajah, F. (1985)."Social Responsibility: A Comparison of Nigerian Public Relations with Canadian and U.S. Public Relations," International Public Relations Review (9), pp.22-29.
Pratt, C. (1985). "Public Relations in the
Albritton, R. & Manheim, J. (1983)."News of
Journalism Quarterly 60 (1983), pp. 622-628.
Sullivan, P. A. (1993). "Significantion and African American
Rhetoric:
A Case Study of Jesse Jackson's 'Common Ground and Common Sense'
Speech," Communication
Quarterly, 41 (1), pp. 1-15.
Chen, G. & Chung, J. (1994). "The Impact of Confuciansim on Organizational Communication," Communication Quarterly, 42 (2), pp. 93-103.
Bhimani, R. (1986). "Status of PR in
Carr, S. (1989, January). "How to Deal with the Japanese Media," Public
Relations Journal,
(January), pp. 27-28.
Choate, P. (1990). Agents of influence.
Culbertson, H. (1987). "Public relations -- A big part of the 1986
Filipino story," Public
Relations Quarterly (Summer), pp. 14-16.
DiBenedetto, A., Tamate, M. & Chandran, R. (1992). "Developing creative advertising strategy for the Japanese marketplace," Journal of Advertising Research 32 (1), pp. 39-48.
Hong, J., Muderisoglu, A. & Zinkhan, G. (1987)."Cultural
differences and advertising expression: A comparative content analysis
of
Japanese and
Madden, C., Caballero, M. & Matsukubo, S. (1986). "Analysis of
information content in
Mueller, B. (1992). "Standardization vs. Specialization: An Examination of Westernization in Japanese Advertising," Journal of Advertising Research (January/February), pp. 15-23.
Rice, M. & Lu, Z. (1988)."A content analysis of Chinese magazine
advertisements," Journal of Advertising (17), pp. 43-48.
Abhhijit Biswas, Janeen Olsen, and Valerie Carrrlet, "A comparison
of
print advertisements from the
Heibert, R. (1992). "Global Public Relations in a Post-Communist World: A New Model," Public Relations Review, 18 (2), pp. 117-126.
Haung, M. & Koppang, H. (1997). "Lobbying and Public Relations
in a
European Context,"
Public Relations Review 23 (3), pp. 233-247.
Weinberger, M. & Spotts, H. (1989)."Humor in
Ferber, R. (1986). "The Practice of Public Relations in Latin
America," in
Experts in Action. NY: Longman.
*
Tansey, R., Hyman, M. & Zinkhan, G. (1990). "Cultural themes in
Brazilian and
Al-Enad, A. (1992). "Values of public relations conduct in
Al-Enad, A. (1990, Summer).Public Relations Role in Developing Countries. Public Relations Quarterly, 35(2), pp. 24-26.
Zaharna, R. (1996). "Managing Cross-Cultural Challenges: A Pre-K Lesson for Training in the Gaza Strip," Journal of Management Development 15 (5), pp.80-92.
Reference Sources
Univ of
http://www.lib.berkeley.edu/Help/search.html
The Internet Library, sponored by the
(online texts, search tutorials, and references)
http://www.ipl.org/
BUBL Link (
http://www.bubl.ac.uk/link/
Academic Info - scholarly, university level research information
http://www.academicinfo.net/
Infomine - scholarly , university level
http://www.academicinfo.net/
Foreign Affairs Online
http://www.people.virginia.edu/~rjb3v/rjb.html
Public Relations Winners of 2001 - by Fraiser Seitel (O'Dweyer's PR
Daily,
Jan. 7, 2002)
http://www.odwyerpr.com/0107seitel_comm.htm
http://www.fiu.edu/~escotet/index0.html-
Escotet (International education development)
ADDITIONAL REFERENCES
Ferber, R. (1986). "The Practice of Public Relations in
Latin America," in
Chen, N. (1998) "Public Relations in
Heibert, R. (1992). "Global Public Relations in a Post-Communist World: A New Model," Public Relations Review, 18 (2), pp. 117-126.
Heibert, R. E. (1992). "Public Relations and Mass
Communication
in
Nessmann, K. (1995) "Public Relations in Europe: A Comparison with
the
Sharpe, M. & Simoes, R. (1996). "Public Relations Performance in
South & Central America" (
Sriramish, K. (1992) "Societal Culture and Public Relations:
Ethnographic Evidence from
van Reil, C.B. (1992). "Corporate Communication in European
Financial Institutions," Public Relations Review 18 (2), pp.
161-175.
International Advertising
Dilenschneider, R. L. (1991). "Marketing Communciations in a Post-Advertising Era," Public Relations Review, 17 (3), pp. 227-236.
Mueller, B. (1992). "Standardization vs. Specialization: An
Examination
of Westernization in Japanese Advertising," Journal of Advertising
Research (January/February), pp. 15-23.
Klewes, Joachin. (1998) "The Future of PR is Starting
Today."
(Klewes is with Edelman Public Relations Worldwide. He discusses
new pr
trends that are emerging because of the communication technology.)
available on Orbicom -- UNESCO Chairs in Communication
http://www.orbicom.uqam.ca/en/papers/klewes.html
Additional Resources -- Cultural Aspects of Web Design
Africa.com -- African internet design company --http://africa.com/
Hispanic
El Sitio (cultural must see) http://www.elsitio.com/elsitio/global/home_gl.html
Starmedia (enter "Pais" or "country" then go - vamos!) http://cgi.starmedia.com/
Terra Networks http://www.terra.es/
Zona Finaciera (etrade for stock in the
http://www.zonafinanciera.com/
Additional References -- Web Design (Scholarly analysis)
**
Dreze, X. & Zufryden, F. (1997). "Testing web site design and promotional content," Journal of Advertising Research (April/March), pp. 77-91.
Berthon, B., Pitt, L. & Watson, R. (1996)."The World Wide Web as an Advertising Medium: Toward an understanding of conversion effeciency" Journal of Advertising Research (January/February), pp. 43-53.
Rajani, R. & Rosenberg, D. (1999). "Usable? . . . Or not? Factors Affecting the USability of Web Sites," Computer Mediated Communication, pp. 1-6
Donovan, R. & Paterson, D. (1999) "Targeting Male
Perpetrators of Intimate Partner Violence: Western Australia's
Freedom
From Fear Campaign," Paper presented at the 5th Annual Innovations in
Social Marketing Conference, Montreal, Canada, July 18-20, 1999.
available online -- http://www.commerce.ubc.ca/ism/ism-prog.htm#Donovan
McKee, Neill. (1998) "Lessons for communicators," in Social
Mobilization and Social Marketing in Developing Communities.Southbound
Publishers.
http://www.southbound.com.my/souths/sbsb/title/smsm-ch.htm
ADDITIONAL
Health
available online:
http://www.hc-sc.gc.ca/hppb/socialmarketing/tutorial/
Waring, Ross. (1995). "Marketing Cultural Change." Recovery
6 (1).
available online: http://www.icbc.bc.ca/oldrecover/Volume6/Number1/MarketingCulturalChange/
Braus, Patricia. (November 1995). "Selling Good Behavior."American
Demographics.
available online: http://www.demographics.com/publications/AD/95_ad/9511_ad/ad831.htm
Center for Substance Abuse Prevention (June 1997)
"Communicating
Appropriately with Asian and Pacific Islander Audiences." National
Clearinghouse for Alcohol and Drug Information.
available online -- www.health.org/pubs/makepub/tab16.htm
http://www.idrc.ca/books/reports/
- the Canadian International Development Research Centre
case studies sorted by region,
Resources
Canadian Bureau for International Education, CIDA Project Summaries -- http://www.cbie.ca/oldcida/cida-ps.html
Participatory Communication Research Section, Jan Servaes, Catholic
University of Brussels --
http://www.kubrussel.ac.be/psw/pcr/
http://www.kubrussel.ac.be/psw/pcr/websites/pcrweb.html
Latin America -- focuses on environmental issues and sustainable
development
in the
Yoon, Chin (1996) "Participatory Communication for Development," in Guy Bessette & C.V. Rajasunderam (eds.), Participatory Development Communication: A West African Agenda.IDRC.available online -- http://www.idrc.ca/books/focus/802/chin.html
Bessette, G. (1996) "Development communication in West and
available online --
http://www.idrc.ca/books/focus/802/bessette.html
(IADB>Sustainable Development>Publications>Social Development)
Guide: A Toolkit for Early Childhood Care and Development
(website
developed by the Inter-Development Bank) http://www.iadb.org/sds/soc/eccd/1START.html
Dyck, E. J. & Coldevin, G. (1992). "Using Positive vs. Negative Photographs for Third-World Fund Raising," Journalism Quarterly 69 (3), pp. 572-579.
African perspective of information campaigns (cultural studies)
http://www.africa2000.com/
Nicholas Burns, State Department Spokesman. "The Importance of
Public
Diplomacy." Speech delivered on Foreign Service Day,
last know location: http://www.state.gov/www/policy_remarks/970509.burns.html
anheim, J. (1994). "Coming to
From: Kelsang D. Aukatsang, International Campaign for
http://www.afn.org/~afn20372/pol/bp.html
K. McCauley, PR Missing in Action (Dec. 19, 2001, O'Dweyer) --
graphics from
http://www.odwyerpr.com/1219comm_mccaul_beers.htm