AIDS Communication Campaigns in Uganda: Organizational Factors and Campaign Planning as Predictors of Successful Campaign Execution

Kiwanuka‐Tondo, James; Hamilton, Mark A.; Jameson, Jessica Katz

doi:10.1080/15531180902984190

Cited by 12 publications

(11 citation statements)

References 7 publications

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“…Very few studies have examined advertising or campaigns promoting nation-building (e.g., Taylor, 2000;Taylor & Kent, 2009;Wan Husin, 2011), and none have yet studied the construction of 'national unity' from the lens of strategic communication and multiculturalism within the Malaysian context. Previous studies also reveal that the use of strategic communications through persuasion has successfully created a strong sense of national identity, addressed health issues, and revitalised national brand products in the global market (See, for examples, García, 2013;Kiwanuka-Tondo, Hamilton, & Katz Jameson, 2009;Molleda & Roberts, 2010). Those studies, however, only looked at one 18 It is understood as cultural-political process because it is usually enshrined in the multicultural policy that erodes shared foundations of national citizenships and shared values over cultural diversity (Rietveld, 2013).…”

Section: Resultsmentioning

confidence: 99%

“…These types of devices are also known also framing devices which are discussed in the next chapter. In addition, the study also discovered that clarity of message (clear and concise information) was an important factor in determining a stronger reception among intended audiences (Kiwanuka-Tondo et al, 2009). Most of the times, however, strategic decisions for certain communication activities are made without considering how various audiences will receive them (Halloran, 2007), especially among different ethnic groups.…”

Section: Strategic Influencesmentioning

confidence: 92%

“…In this way, contemporary strategic communication campaigns or activities are seen as strategic and influential to persuade intended audiences (Paul, 2011). For example, a study conducted by Kiwanuka-Tondo, Hamilton, & Katz Jameson (2009) found that well-planned strategic communication campaigns were essential to successfully addressing health issues through the strategies applied in designing and communicating the campaign messages. The finding revealed that a greater number of the target audience is interested in the campaign messages because they were supported by attentiongetting devices such as background music, specific voices, axioms, themes, colour design, and choice of words (Kiwanuka-Tondo et al, 2009).…”

Section: Strategic Influencesmentioning

confidence: 99%

“…Previous research also suggests that a few other techniques are capable of engaging audience attention, such as the use of visual images, sound, and colour (Kiwanuka-Tondo et al, 2009), as well as graphic messages (Hallahan, 2001). The use of visuals with their capacity to resemble a real-life experience tend to have a stronger effect on audiences' emotional and cognitive information processing (Geise & Baden, 2015).…”

Section: Strategic Communication Techniquesmentioning

confidence: 99%

“…Other researchers use the term 'prosocial advertising' when referring to PSAs (Harakeh et al, 2010). Regardless of the different terms used, many researchers agree that advertising has become one of the most important platforms of strategic communication in promoting messages on products, services or consumer causes (Kiwanuka-Tondo et al, 2009;Molleda & Roberts, 2010) Although PSAs have been argued to differ from advertising in terms of definition and purposes (as mentioned in Chapter 1), many researchers refer to PSAs as one of the genres in advertising (Harakeh et al, 2010;Lundgren & McMakin, 2009;Lynn, 1974).…”

Section: What Is a Public Service Announcements (Psa)?mentioning

confidence: 99%

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Framing in strategic communications: The construction of ‘National Unity’ through Public Service Announcements (PSAs) in Malaysia

Tajuddin¹,

Amalina²

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This thesis investigates the construction of 'national unity' within the culturally diverse society of Malaysia. Specifically, it aims not only to understand how 'national unity' is constructed by the ruling elites but also how these dominant frames are contested and negotiated by people of different ethnic groups. Indeed, the issue of 'national unity' in Malaysia is controversial and complex. The country faces ongoing challenges, many related to the divisive legacies of the British colonial system; its recent history has been marked by struggles around questions of ethnicity, nationalism, elite power, and the status accorded to ethnic Malays -the Bumiputera, or 'People of the Soil' -post-independence. On the other hand, the country is well-known for its cultural heterogeneity and Drawing on framing as the theoretical and methodological framework for this research, the objectives of this study are firstly, to examine how 'national unity' is constructed through these PSAs, and secondly, to explore the intended audiences' perceptions of those PSAs and the frames underpinning these perceptions. To achieve these outcomes, the research develops a framing analysis of a 102-item sample of PSAs in the form of print, broadcast, and online media promoting 'national unity' and social cohesion, published by the Malaysian government between 2009 and 2014. The results of a series of six focus groups representing the three major ethnic groups in Malaysia -Malays, Chinese, and Indian -are also analysed, using a framing approach. The findings suggest that multiple, often conflicting frames are involved in making sense of 'national unity'; contested narratives of nationhood and ethnic identity are identified as central themes in the analysis. In specific, the Government's construction of 'national unity' discovered two dominate: nationalism frame and multiculturalism frames, while audience's construction of 'national contested ii these frames at times and added a different, oppositional frame: political frame. These findings reinforce the importance of understanding processes of strategic communication in complex, multicultural contexts, involving multiple actors with competing ways of framing the issue. Indeed, the possibility of genuine social cohesion relies on understanding and addressing this very complexity.iii

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