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Strategy Toolbox: Mass Media Slide 2 Learning Objectives Be able to Describe how the media impacts behavior Apply best practices of mass media to campaigns Slide 3 Public Communication Campaigns Slide 4 Media Effects Slide 5 Two Step Flow Slide 6 Uses and Gratifications Theory (Blumler & Katz, 1974) UsesGratifications Slide 7 Cultivation Theory (Gerbner & Gross, 1976) Slide 8 Edutainment Slide 9 Slide 10 Snyder & LaCroix (2013) Slide 11 Message Design? Image from: genius.comgenius.com Slide 12 Considerations Exposure Audience Characteristics/Preferences Enforcement Quality New v. Stop Commencement v. Prevention Slide 13 Media influence on behavior change is modest. Conclusion