Action-Oriented Mass Communication

Abstract

The challenges for action-oriented community psychologists include setting an agenda, and in many cases, reversing or reducing gaps in the knowledge and competence of higher and lower social classes. By using existing formats and channels, media campaigns can engage learning processes by providing role models for innovation and maintenance of positive actions and lifestyles. This chapter presents a guide for community psychologists interested in the use of mass media and interpersonal communication to influence behavior in a community setting. First, major theoretical notions to guide communication design are briefly reviewed. Then, essential skills for publicity, production, and coproduction are outlined and illustrated by health promotion projects that reduced cigarette smoking and other risk factors for chronic disease on the Mexican border and in Finland and by urban AIDS prevention campaigns. Illustrative material is also drawn from successful efforts to reduce drunk driving and child abuse, to increase literacy and family planning in Mexico, and to increase citizen lobbying against nuclear weapons. (PsycINFO Database Record (c) 2016 APA, all rights reserved)