Suchergebnisse

Combining theory with practical application, this collection of real-life, provocative case studies on social issues in sports provides students with the opportunity to make the call on ethical and professional dilemmas faced by a variety of sport and communication professionals.

In 2004, the French government sponsored an AIDS/HIV prevention campaign; AIDES.ORG using photos of AIDS infected Superman and Wonder Woman to persuade adolescents to adopt preventative behaviors. This article asserts campaign organizers cancelled the campaign because it failed to provide audience efficacy and incorrectly manipulated fear in its campaign messages. Moreover, this article compares the AIDES.ORG campaign to other AIDS/HIV campaigns and argues effective health communication campaigns must provide efficacy to facilitate adoption of desired preventative behaviors. The Social Norms Approach is offered as an alternative method for developing effective health communication campaigns.