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Article

Ellen A. Wartella, Alexis R. Lauricella, Leanne Beaudoin-Ryan, and Drew P. Cingel

This is an advance summary of a forthcoming article in the Oxford Research Encyclopedia of Communication. Please check back later for the full article. Children are and have been active media users for decades. Historically, the focus on children and media issues have centered on the concerns and consequences of media use, generally around violence. In the last 40 years, we have seen a shift to study children and media from a more holistic approach, to understand both the positive and negative relationships between children and media use. Further, the recognition of the very important developmental differences that exist between children of different ages and the use of grand developmental theories, including those by Piaget and Vygotsky, have supported the field’s understanding of the unique ways in which children use media and the effects it has on their lives. Three important constructs related to a more complete understanding of children’s media use are the ABCs (attention, behavior, and comprehension). The first construct, attention, focuses on the way in which children’s attention to screen media develops, how factors related to parents and children can direct or influence attention to media, and how media may distract attention. The second construct is the behavioral effect of media use, including the relationship between media use and aggressive behavior, but importantly, the positive effect of prosocial media on children’s behavior and moral development. Finally, the third construct is the important and dynamic relationship between media and comprehension and learning. Taken together, these constructs describe a wide range of experiences that occur within children’s media use.

Article

Matthew W. Savage, Sarah E. Jones, Jenna E. Reno, and Shari Veil

University students, faculty, and staff are among those most vulnerable to cybersecurity risks due to their reliance on modern technologies, the nature of their online activities, and the open infrastructure of institutional networks. Furthermore, cyberbullying has emerged as a public health concern by the Centers for Disease Control and Prevention (CDC), which first warned of electronic aggression in 2008, or any type of harassment or bullying that occurs via email, chat, instant messaging, websites, blogs, or text messaging. Roberto and Eden emphasized the communicative nature of cyberbullying, defining it as the “deliberate and repeated misuse of communication technology by an individual or group to threaten or harm others” in 2010 (p. 201). In response to serious cybersecurity concerns and growing evidence of cyberbullying behavior, the national Stop.Think.Connect. (STC) campaign was developed to educate Americans on cybersecurity risks and equip citizens with tools for safe, respectful, and appropriate online behavior; however, it lacks targeted messaging for those on university campuses. Formative research is needed to ascertain the specific cybersecurity risks and challenges identified by those living and working on large university campuses. Research by Noar in 2006 demonstrates that formative evaluation leads to more successful campaigns. The process involves learning about target populations, discovering communicative determinants of behavior change, and testing message concepts. To that end, this case study is a first step in targeting STC campaign messages to university students, faculty, and staff. Specifically, we sought to identify the distinct cybersecurity needs faced by university students and personnel, their perceptions of the saliency of the problem, and potential motives for increasing their cybersecurity-enhancing behaviors. These activities are needed to implement the campaign on college campuses and to increase the likelihood of any future outcome evaluation efforts that yield evidence of campaign effectiveness. Currently, we are unaware of any outcome evaluation. Focus group methodology was conducted to examine the target audiences’ knowledge, interests, needs, and attitudes regarding the management of cybersecurity threats. Additionally, practical recommendations for enhancing STC campaign implementation on university campuses were ascertained. Results emphasized key ways to improve the theoretical underpinnings of the campaign using the Integrated Behavioral Model (IBM). We identified how determinants of behavior change can be utilized to strengthen campaign messaging. Students displayed laissez-faire attitudes toward cybersecurity, while faculty and staff attitudes demonstrated a much higher level of concern. Social norms for personal cybersecurity action taking were notably low among students as well as faculty and staff. Students displayed limited personal agency in regards to enacting cybersecurity measures, while faculty and staff had greater knowledge of steps they could take, but little faith that these actions would be efficacious. Finally, thematic recommendations for implementing an effective cybersecurity campaign on a university campus were identified.

Article

Susanne Fengler

In the past decade, academic and professional debates about media accountability have spread around the globe – but have done so in a fundamentally different framework. In many Western democracies, trust in media – along with trust in politics and trust in institutions – as eroded dramatically. Fundamental shifts regarding the patterns of media use and the structure of media and revenue markets have made media and journalism more exposed to criticism from various stakeholders, and more vulnerable to the strategic influence of national and international actors. While many “Western” media professionals have reacted to these challenges to its credibility by new initiatives to demonstrate accountability and transparency, policy makers in other countries even in the “Global North” have tightened their grip on independent media and gradually weakened the concept of self-control. At the same time, an ongoing democratization in many parts of the world, along with a de-regulation of media markets, has created a growing demand for self-regulation and media accountability in countries formerly characterized by rigid press control. Claude-Jean Bertrand defined the development and current structures of accountability in journalism as “any non-State means of making media responsible towards the public.” Key aims of media accountability are “to improve the services of the media to the public; restore the prestige of media in the eyes of the population; diversely protect freedom of speech and press; obtain, for the profession, the autonomy that it needs to play its part in the expansion of democracy and the betterment of the fate of mankind.” Journalists and news outlets have a wide array of responses to professional, public, and political criticisms via press councils, ombudsmen, media criticism, and digital forms of media accountability, while online and offline media accountability instruments have distinct traditions in different media systems and journalism cultures.

Article

Colin Porlezza

Accuracy is a central norm in journalism and at the heart of the journalistic practice. As a norm, accuracy developed out of objectivity, and has therefore an Anglo-American origin. Nevertheless, the commitment to the rule of getting it right is shared among journalists across different journalistic cultures. The history of accuracy is closely related to other central concepts in journalism like truthfulness, factuality and credibility, because it raises epistemological questions of whether and how journalism is capable of depicting reality accurately, truthfully and based on fact. Accuracy plays a particularly important role with regard to the factuality of the journalistic discourse, as it forces journalists not only to ground their reporting on facts, but to check whether presented facts are true or not—which is reflected both in the description of the journalistic profession as the discipline of verification as well as the central relevance of accuracy for instruments of media self-regulation like press councils and codes of ethics. Accuracy is an important standard to determine the quality of the news reporting. In fact, many studies, most of them carried out Western democracies, have investigated the accuracy of journalistic reporting based on the number of errors that sources mentioned in the articles perceived. As journalism moved online and the immediacy of the news cycle requested a faster pace of publication, news outlets often adopted the strategy to publish first and to verify second, although research has shown that the accuracy of journalistic reporting and trustfulness are related. Especially in the current debate on disinformation, many online fact-checking and verification services have thus seen a global rise of attention and importance.

Article

Jianbin Jin, Xiaoxiao Cheng, Jing Yang, and Hui Wang

This century is marked by a burgeoning information society around the globe; accordingly, the adoption and use of information and communication technologies (ICTs) in general and the Internet in particular have been one of the most fruitful domains in the broader field of communication sciences. The observed persistent academic interest can, to a large extent, be attributed to the polymorphic nature of ICTs of various modalities, functioning as ICTs technology clusters and/or meta operating systems that accommodate numerous technologies, functions and applications. Beyond that, ICTs or Internet adoption is reflective of a social process of development, during which the informational mode of development is interwoven with other social systems and varies across diverse social settings. Most existing empirical research and theoretical approaches have overwhelmingly focused on the Internet adoption in developed economies, but in-depth investigations on the developing economies such as China are scarce, if any. Compared to most developed countries, China’s informatization-urbanization model marks a unique path of modernization, which further provides a huge opportunity to build momentum for the rapid and large-scale Internet adoption in urban China. In order to present a whole-range holistic portrait of China’s Internet development, the intrinsic logics and social outcomes of China’s informatization-urbanization model necessitate in-depth investigations.

Article

Advertising as a field and industry often has a contentious relationship with both health communication and public health due to legitimate concerns about how advertising for certain products, such as alcohol and tobacco, could contribute to less-healthy decisions and behaviors. While acknowledging such concerns, advertisers and their approach to solving communication problems could also provide valuable lessons to those working in health communication. Indeed, advertising agencies are designed to develop creative and effective messages that change consumer behavior—and health communication practitioners and scholars aim to change population-level behavior as well. The perspective and approach of the account planner in the advertising agency—a role whose chief responsibility is to bring the consumer perspective into every step of the advertising development process and inspire effective and creative campaigns—would be particularly valuable to those working in health communication. It was account planning work that shifted traditional milk advertising from promoting it as a healthy drink to the iconic “got milk?” campaign, which positioned milk as a complement that makes other food better—an approach that drove positive sales after years of declining milk consumption. Yet many who work in health communication and public health often know little of how advertising agencies work or their internal processes that might be productively adopted. This lack of understanding can also lead to misperceptions of advertisers’ work and intentions. As an example, one might assume dense medical language in prescription drug advertising is intended to add unnecessary complexity to the advertisements and obscure side effects; instead, advertising professionals who work on prescription drug advertising have often been trained on clear communication—but cannot fully utilize that training because of regulations that require medically accurate terminology that might not be comprehensible to most viewers. Improved understanding of how advertisers can act as agents of change, and increased dialogue between the fields of advertising and health communication, could contribute to improved health communication research, practice, and policy.

Article

Kevin D. Thomas

This is an advance summary of a forthcoming article in the Oxford Research Encyclopedia of Communication. Please check back later for the full article. When discussing the relationship between advertising and persuasion the focus typically centers on the intended effects of advertising, which include increasing brand awareness, piquing brand interest, promoting brand use, and fostering brand loyalty. As such, the impact of advertising and persuasion is generally discussed in terms of market metrics. Did the advertising campaign lead to increased brand awareness, more favorable attitudes toward the brand, or increased consumer trial or retention? Structuring the relationship between advertising and persuasion in such a narrow fashion dismisses the broad array of unintended social effects associated with advertising, such as how race, gender, class, and sexuality are perceived and lived. While the goals of advertising explicitly exist within the realm of marketplace economics, its pervasive use of cultural symbols as a tool of persuasion squarely places it beyond the confines of mere business logic and in the domain of social learning. So while the messages communicated by advertisers are deliberately designed to impact how individuals relate to brands, those same messages also influence how individuals perceive themselves and relate to each other. Given the ways in which advertising serves as a marketing tool and socialization agent, the depth and breadth of its persuasive reach can only be understood when the intended and unintended effects of its output are examined in tandem.

Article

African American queer cinema was born as a reaction to the AIDS/HIV epidemic as well as the blatant homophobia that existed within the Black community in the 1980s. It began with the pioneering works of queer directors Isaac Julien and Marlon Riggs and continued during the new queer cinema movement in the 1990s, particularly including the works of lesbian queer director Cheryl Dunye. However, these works were infinitesimal compared to the queer works featuring primarily White lesbian, gay, bisexual, transgender, and queer (LGBTQ) protagonists during that time. That trend continues today as evidenced by looking at the highest-grossing LGBTQ films of all times: very few included any African American characters in significant roles. However, from the 1980s to the 2020s, there have been a few Black queer films that have penetrated the mainstream market and received critical acclaim, such as The Color Purple (Spielberg, 1982), Set It Off (Gary, 1996), and Moonlight (Jenkins, 2016), which won the 2018 Academy Award for Best Picture. The documentary film genre has been the most influential in exposing audiences to the experiences and voices within the African American queer communities. Since many of these films are not available for viewing at mainstream theaters, Black queer cinema is primarily accessed via various cable, video streaming, and on-demand services, like Netflix, Hulu, and HBO.

Article

Mark Coddington

News aggregation—or the process of taking news from published sources, reshaping it, and republishing it in an abbreviated form within a single place—has become one of the most prominent journalistic practices in the current digital news environment. It has long been an important part of journalism, predating reporting as a form of newsgathering and distribution. But it has often been a poorly, or at best incompletely, understood practice. Aggregation was widespread in the 18th and 19th centuries through copying and republishing of newspaper articles in ways that sometimes showed little regard for copyright or individual authorship. But in recent decades, more sophisticated forms of aggregation have proliferated, both automated and manual, and on virtually every digital platform on which news is disseminated. Aggregation draws from the norms and values of both modern professional journalism and Internet culture and writing. That amalgam of standards and practices shapes aggregation as a hybrid practice that is built on professional journalism yet marginal within it. News aggregators’ economic effect on the online news marketplace has been intensely debated, but research has shown them to be generally helpful to the news sites they aggregate from, expanding the news ecosystem and sending readers through hyperlinks. Their legal legitimacy has also come under scrutiny, though they have encountered significantly more restrictions in Europe than in the United States or elsewhere. Professionally, aggregation is built on the practices of reporting and relies on reporting as both the predominant source of its information and the blueprint for its methods of verification. But its defining characteristic is its secondary status relative to reporting, which shapes its methods of gathering evidence as well as its professional identity and values. Overall, news aggregation plays a growing role in the contemporary news environment, though its influence is complex, multifaceted, and ambiguous.

Article

Queer TV studies have until now focused predominantly on U.S. TV culture, and research into representations of sexual and gender diversity in Western European, Asian, and Latin American programming has only recently found traction. Due to this U.S. focus, queer television in Western Europe has yet to be comprehensively documented in scholarly sources, and Western European queer television studies hardly constitute an emancipated practice. Given that U.S.-focused queer theories of television remain the primary frame of reference to study LGBT+ televisibility in Western Europe, but its domestic small screens comprise a decidedly different institutional context, it is at this time necessary to synthetically assess how the U.S. television industry has given way to specific logics in queer scholarship and whether these logics suit conditions found in domestic television cultures. Queer analyses of U.S. TV programming rightly recognize the presence and form of non-heterosexual and non-cisgender characters and stories as a function of commerce; that is to say, television production in the United States must primarily be profitable, and whether or how the LGBT+ community is represented by popular entertainment is determined by economic factors. The recognition hereof pits queer scholars against the television industry, and the antagonistic approach it invites dissuades them from articulating how TV could do better for LGBT+ people rather than only critiquing what TV currently does wrong. While it is crucial to be attentive toward the power relations reflected and naturalized by television representations, it is also important to recognize that the discretion of prescriptive, normative interventions by queer TV scholars relates to conditions of U.S. television production. The dominance of public service broadcasters (PSBs) and their historical role in spearheading LGBT+ televisibility highlights the distinctive conditions queer TV scholarship is situated in in Western Europe and troubles established modes of engaging the medium. Where the modest scale of national industries already facilitates more direct interaction between academics and TV professionals, PSBs are held to democratic responsibilities on diverse representation and have a history of involving scholars to address and substantiate their pluralistic mission. Consequently, Western European television cultures offer a space to conceive of an agonistic mode of queer TV scholarship, premised not only on contesting what is wrong but also on proposing what would be right. Hence, future engagements with domestic LGBT+ televisibility must look beyond established analytics and explore the value of articulating openly normative propositions about desirable ways of representing sexual and gender diversity.

Article

João Nemi Neto

Brazilian cinema is born out of a desire for modernity. Moving images (movies) represented the newest technological innovation. Cinematographers brought to the growing cities of Brazil an idea—and ideal—of “civilization” and contemporaneousness. At the same time, queer identities started to gain visibility. Therefore, a possible historiography of cinema is also a potential for a historiography of queer identities. Nonetheless, as a non-Anglo country and former colony of Portugal, Brazil presents its own vicissitudes both in the history of cinema and in queer historiography. To understand dissident identities in a peripherical culture (in relation to Europe), one must comprehend the ways ideas and concepts travel. Therefore, queer and intersectionality function as traveling theories (in Edward Said’s terms) for the understanding of a Brazilian queer cinema. A critical perspective of the term “queer” and its repercussions in other cultures where English is not the first language is imperative for one to understand groundbreaking filmmakers who have depicted queer realities and identities on the Brazilian big screen throughout the 20th century and the first decades of the 21st century.

Article

Due to their sheer scope in trying to reach large sections of a population, and the costs necessary to implement them, evaluation is vital at every stage of the health communication campaign process. No stage is more important than the formative evaluation stage. At the formative stage, campaign designers must determine if a campaign is even necessary, and if so, determine what the campaign’s focus needs to be. Clear, measurable, and realistically attainable objectives need to be a primary output of formative evaluation, as these objectives help to guide the creation of all future campaign efforts. The formative stage also includes pilot testing any messages and strategies with the target audience prior to full-scale implementation. Once the campaign is implemented, process evaluation should be performed to determine if the campaign is being implemented as planned (i.e., fidelity), and also to document the dose of campaign exposure. Identifying problem areas during process evaluation can ensure they get fixed prior to the completion of the campaign. Detailed process evaluation also allows for greater ease in replicating a successful campaign attempt in the future, but additionally can provide potential reasons for why a campaign was not successful. The last stage is outcome evaluation—determining if the objectives of the campaign were achieved. While it is the last stage of campaign evaluation, campaign designers need to ensure they have planned for it in the formative stages. If even just one of these stages of evaluation is minimized in campaign design, or relegated to an after-thought, developers need to realize that the ultimate effectiveness of their campaigns is likely to be minimized as well.

Article

Celebrities are famous individuals, well known by many members of the public, who appear frequently in media content. When celebrities appear in the media alongside another cause, be it selling soap or promoting public health, the message becomes a celebrity appeal. Celebrity appeals are messages where a celebrity advocates for or is implicitly associated with a target behavior. In the context of health and risk-related messages, celebrity appeals can take the form of public service announcements, advertisements for health and risk-related products, or even news coverage of a celebrity’s personal struggles with a health issue or risky behavior. Research on celebrity appeals overlaps with the marketing literature investigating the effects of celebrity endorsements on product preferences and purchasing behavior. This work on the persuasiveness of celebrity endorsements demonstrates that celebrities can draw attention to a product or idea, but also that many other factors, like involvement, familiarity, source credibility, and endorser gender can moderate how persuasive a celebrity-based appeal is. Additionally, research on celebrity disclosures of illnesses reveal that these de facto awareness campaigns can elicit emotions in audiences and motivate behavior change. However, media coverage of celebrities has also been associated with harmful effects on lay individuals’ wellbeing, suggesting important caveats for message designers who rely on celebrities to garner attention for a cause or to motivate lay individuals to change their own health and risk-related behaviors. The existing empirical evidence on celebrity appeals and additional theoretical perspectives for understanding their potential persuasiveness provides many insights for message designers.

Article

A celebrity is a well-known person who commands public recognition and fascination. Although the celebrity may have existed for hundreds of years, the emergence of influencers gives rise to a new breed of celebrities on social media, who are ordinary-people-turned-experts in an area of interest (e.g., lifestyle). Together, the traditional celebrity and influencer illustrate the industry- and socially-constructed star-making processes. On the one hand, traditional celebrities’ path to fame is supported by networked media and the entertainment system. On the other hand, influencers create contents that netizens can pick and choose to like and follow, making their path to fame a socially-constructed process. Nevertheless, the star-making industries in the 21st century are embracing big data, AI, and machine-learning algorithms to “design” and “manufacture” celebrities. In so doing, they usher in a “new” industry-constructed process that has “created” K-pop stars and virtual influencers. Given the prevailing consumption culture, both the celebrity and influencer often engage in brand endorsement practices. The major strands of celebrity endorsement (CE) research highlight the celebrity, consumer, and endorsed brand. In addition to factors that can be traced directly to the celebrity (e.g., trustworthiness, attractiveness, images), CE research discusses how the celebrity’s match with a product or brand and how the celebrity’s relationship with consumers (both fans and the general public) offers important contingency factors that impact the effects of CE. Meanwhile, influencer-marketers are passionate about their area of expertise. They share their personal brand usage experiences with and provide contextualized recommendations to consumers. Their relationship with consumers is characterized by trust, intimacy, and dialogue. Without the traditional celebrity’s glamour, they use “authentic” and “similar” strategies in their self-branding efforts. These practices allow them to address the consumer’s instrumental and relational needs when making purchase decisions, an act that a traditional celebrity is less effective in making happen. Armed with big data and the like, the current star-making industries has the power and control at an unprecedented scale. The K-pop stars and virtual influencers thus created and managed have been successful. However, their path to fame raises concerns over institutional governance, regulatory control, and ethics of the celebrity and endorsement businesses as well as the means of cultural production. These issues together render celebrity studies and endorsement research a discipline both interesting and challenging to pursue.

Article

Kalyani Chadha and Sachin Arya

Since the late 1990s, the news media landscape in India has experienced widespread and arguably transformative shifts that are manifest in the explosive growth of media outlets and consumption at both national and regional levels. As of 2021, the country has over 100,000 registered periodicals and newspapers, with 17,000 dailies that report a combined circulation of over 240 million copies according to government data, as well as an estimated 400 news and current affairs channels and numerous news-related websites. Yet despite the existence of a seemingly dynamic and expansive news landscape, many observers have expressed significant concerns about the independence of the Fourth Estate in the world’s largest democracy. According to the annual World Press Freedom Index, compiled by the media watchdog group Reporters without Borders, India has experienced a steady decline in press freedom since 2015, slipping from a position of 135/180 in 2015 to 140/180 in 2019, and 142 in the 2020 report. At present, India ranks behind most of its neighbors, including Afghanistan (122), Bhutan (67), Nepal (112), and Sri Lanka (127). Thus, even though the writers of India’s constitution clearly recognized the right to the freedom of the press as an essential part of the freedom of speech and expression as guaranteed in Article 19(1)(a) of the Constitution, and this right has generally been upheld in court, the space for the free expression of views and critique by the press—widely recognized as crucial to democratic functioning—has been shrinking consistently in the Indian context due to a variety of threats ranging from physical violence and intimidation of journalists, and government pressure on news outlets to structural economic forces.

Article

Serena Miller

The emergence of citizen journalism has prompted the journalism field and scholars to readdress what constitutes journalism and who is a journalist. Citizen journalists have disrupted news-media ecosystems by challenging the veracity and representativeness of information flowing from mainstream news-media newsrooms. However, the controversy related to the desired level of citizen involvement in the news process is a historical debate that began before the citizen-journalism phenomenon. As early as the 1920s, journalist and political commentator Walter Lippman and American philosopher John Dewey debated the role of journalism in democracy, including the extent that the public should participate in the news-gathering and production processes. This questioning of citizen involvement in news reemerged as an issue with the citizen journalism phenomenon around the late 1990s. People with no news-media organizational ties have taken advantage of the convenience and low cost of social computing technologies by publishing their own stories and content. These people are referred to as citizen journalists. Scholars have assessed the quality and credibility of citizen-journalism content, finding that citizen journalists have performed well on several standards of traditional news-content quality. Levels of quality differ dependent upon citizen journalists’ goals and motivations, such as serving the public interest, increasing self-status, or expressing their creative selves. As it is an emerging area of study, unarticulated theoretical boundaries of citizen journalism exist. Citizen-journalism publications emphasize community over conflict, advocacy over objectivity, and interpretation over fact-based reporting. In general, citizen journalists have historically acted when existing news-media journalists were not fully meeting their community’s informational needs. Scholars, however, vary in how they label citizen journalists and how they conceptually and empirically define citizen journalism. For example, researchers have shifted their definitional focus on citizen journalists from one of active agents of democratic change to people who create a piece of news content. The mapping of the citizen-journalism literature revealed four types of citizen journalists based on their levels of editorial control and contribution type: (1) participatory, (2) para, (3) news-media watchdog, and (4) community. Taken together, these concepts describe the breadth of citizen-journalist types. For those of us interested in journalism studies, a more targeted approach in the field of citizen journalism can help us build community around scholarship, understand citizen journalists’ contributions to society and practice, and create a more a stable foundation of knowledge concerning people who create and comment on news content.

Article

The relationship between the practice and field of journalism and the interdisciplinary field of memory studies is complex and multifaceted. There is a strong link between collective memory production and journalistic practice, based on the proposition that journalists produce first drafts of history by using the past in their reportage. Moreover, the practice of journalism is a key agent of memory work because it serves as one of society’s main mechanisms for recording and remembering, and in doing so helps shape collective memory. Journalism can be seen as a memory text, with journalists constructing news within cultural-interpretive frames according to the cultural environment. Journalism also plays a key role in the production of visual memory and new media, including social media. Journalism is thus a key agent of memory work, providing a space for commentary on institutional and cultural sites of memory construction.

Article

In understanding crowd psychology and its explanation of conflict and violence, there are different theoretical approaches that turn on different understandings of communication processes. There are three models of communication in the crowd worth reviewing: classic, normative, and dynamic. Classic models suggest that crowd members are influenced by an idea of emotion presented to them. Normative models suggest that influence is constrained by what is seen as consonant with group norms. And, finally, dynamic models examine how that which becomes normative in the group depends upon intergroup relations. The last of these approaches can explain the patterned, socially meaningful and yet changing nature of crowd action. Crowd action, itself, is a form of communication because it serves to shape the social understandings of participants as well as the social understandings of those beyond the crowd. It is argued that the nature and centrality of crowds contribute to the understanding and creating of social relations in society.

Article

Janice L. Krieger and Jordan M. Neil

Strategic communication is an essential component in the science and practice of recruiting participants to clinical research studies. Unfortunately, many clinical research studies do not consider the role of communication in the recruitment process until efforts to enroll patients in a timely manner have failed. The field of communication is rich with theory and research that can inform the development of an effective recruitment plan from the inception of a clinical research study through informed consent. The recruitment context is distinct from many other health contexts in that there is often not a behavioral response that can be universally promoted to patients. The appropriateness of a clinical research study for an individual is based on a number of medical, psychological, and contextual factors, making it impossible to recommend that everyone who is eligible for a clinical research study enroll. Instead, clinical research study recruitment efforts must utilize strategic communication principles to ensure that messages promote awareness of clinical research, maximize personal relevance, minimize information overload, and facilitate informed choice. This can be accomplished through careful consideration of various aspects of the communication context described in this chapter, including audience segmentation, message content, message channels, and formative, process, and outcome evaluation, as well as the enrollment encounter.

Article

Srinivas Melkote and H. Leslie Steeves

The decades that immediately followed World War II witnessed the political independence of most of the so-called Third World from colonization and the birth of the United Nations, marking the formal beginning of development and directed social change to facilitate it. The role of communication in development (devcom) has evolved according to the overarching goals of the development programs and theories during each historical period since then. The process of modernization, in which devcom was initially nurtured, was influenced by quantitative and empirical social sciences theory, philosophy, and methodology; in particular, it had a strong economics orientation. It has been one of the most powerful paradigms in development study and practice to originate after World War II, with enormous economic, social, and cultural consequences. Concepts and theories that articulated the development of Western Europe and North America were used by sociologists, economists, political scientists, anthropologists, and others to generate development models for countries in Asia, Africa, Latin America, and the Caribbean. Mass media were accorded a central position in the modernization paradigm. The use of media for transmission of information and for persuasion, derived from World War II–related psychological warfare research in the United States, were transferred to areas such as extension education, instruction, agricultural, and health extension in development. By the 1970s, the concept of development and change expanded to include many more types of social change guided by different theories, disciplinary influences, geographical considerations, and methodologies. Change now included a widely participatory process of social change in a society and included social and cultural aspects besides the economic. While the participatory mode of communication for development programs and activities was a welcome addition to the devcom toolbox, the definitions of participation reflected a wide variety of approaches. In many contexts, the level of participation required by the people was low and perfunctory. Toward the end of the 1980s, the concept and practice of empowerment expanded upon the earlier objective of participation in development communication models and practice. Broadly, empowerment is a process by which individuals, organizations, and communities gain control and mastery over their social and economic conditions. The concept and practice of empowerment posed a challenge to the identity and practice of development communication. It changed the way communication was conceptualized earlier and used in development and change work. At present, social justice within the processes of development and social change has gained traction and urgency. In the last 40 years, there has been a steep increase in income inequality and individual opportunity globally. Millions of people are still exposed to life-threatening diseases, malnutrition, hunger, and other debilitating conditions, and have very limited access to basic resources, such as education and healthcare. What are the progressive alternatives to the neoliberal model of directed change? What should be the place and role of devcom in alternative approaches? These concerns are addressed by anchoring ideas within a critical theory of social change for social justice.