Current literature on public communication campaigns suggests that challenges and problems remain, even though generally the effectiveness of campaigns has increased in the past years. Challenges and problems are issue-specific and efforts put into influencing particular social behaviours through public communication campaigns have not been significantly successful. Although public communication campaigns are a popular method employed to influence social behaviours in many societies, campaign strategies inadequately consider the impact of cultural elements on social behaviours. The disappointing results through the use of campaigns are exacerbated by the difficulties faced in translating research observations to appropriate campaign strategies. In view of current challenges, this research examines public communication campaigns. Two main variables shaped this research ??? ???identity??? and ???culture???. The research postulated that a person???s identity influences his or her behaviour. It also argued that culture would impact on behaviour. The theoretical orientation drew on interpretivist perspectives. Using a comparative cross-cultural method, this research nominated the issues of organ donation and waste disposal behaviours in public places and the countries of Australia and Singapore for empirical study. Focus group research was employed. A total of sixteen focus groups were conducted ??? eight groups on organ donation (four in Sydney, Australia and four in Singapore) and eight groups on waste disposal behaviours (four in Sydney, Australia and four in Singapore). In line with the theoretical orientation, ???grounded theory??? was used to analyse the focus group transcripts. It is argued that a person???s decision to organ donation or waste disposal behaviour was intimately related to his or her identity. Cultural elements are critical constituents of identity. This is to say, cultural values, beliefs and attitudes have significant impact on social behaviours. These intricacies were made apparent when each issue was seen in the national contexts of Australia and Singapore. This research concludes that issues of identity can partly explain the type of decision a person makes about organ donation, and the kind of waste disposal behaviour a person enacts. It also argues that the effectiveness of campaign strategies can potentially be enhanced, if the strategies are responsive to people???s identities.

This research explores areas of contention in the mental heath field in Australia through a qualitative analysis of voices and practices that can broadly be seen as talking with and talking back to psychiatry. The thesis is informed by key shifts in thinking that underpin postpsychiatry and analyses a set of materials through an interpretive lens of reading psychiatry against the grain (Bracken & Thomas, 2005; Lewis, 2006). In particular, it examines a failed ethics application to conduct research with people diagnosed with a mental illness, an anti-stigma campaign, the practices of some prominent mental health organisations in Australia, a conversation with two members of an emerging consumer/survivor network in Australia, and a television documentary and online discussion forum about an antidepressant medication. The research draws from discourse analytic methods and concepts from social movement framing research to identify factors shaping conformity and resistance to psychiatric doxa in the Australian mental health field. The research identifies the discursive repertoires that characterise the mental health field as a "game" in which competing perspectives vie for recognition. In relation to research ethics committees, the thesis argues that deference to clinical expertise is a potential barrier to cultural studies of psychiatry and a more inclusive agenda in mental heath research and practice. Some practices for ethics committees to consider when reviewing research that involves people who may have been diagnosed with a mental illness are proposed. The research also identifies problematic features of anti-stigma campaigns that direct their efforts toward protecting and promoting the discourse of biomedical psychiatry. A critique of this type of campaign is offered in relation to perspectives from postpsychiatry and social constructionism. On the basis of this research, it is argued that organisations that champion "mental health literacy" are limited in their ability to give voice to the goals and priorities of those who are calling for a more open, reflexive and democratic debate in mental health. The central argument of this thesis is that elevating first-person and postpsychiatry perspectives is necessary in order to interrogate and address the dominance of the medical model in psychiatry and its consequences.

Jowett and O'Donnell observe that 'there is a clear revival of interest in the important role of propaganda in many aspects of modern life, not necessarily related to international intrigue or military campaigns' (1992, p. xi). This thesis has examined the 1991 Census communication campaign (ABS 1991a) for evidence of propaganda intentions and strategies. Propaganda is clearly a pejorative term and its application to a particular campaign could imply a covert attempt at manipulation by the authority behind the campaign�the Australian Bureau of Statistics (ABS). As the author was responsible for the development, implementation and evaluation of the 1991 Census communication campaign and had privileged access to a range of sources, a reader might expect detailed references to internal files which reveal conscious decision-making to mount a propaganda campaign. This is not the case. An analysis of the 150 working files associated with the campaign revealed no support for such a hypothesis; there was no evidence of decision-making with the intent of implementing propaganda strategies. Similarly, during interviews with senior ABS managers, these managers categorically rejected the notion that the Bureau conducted a propaganda campaign and pointed to the fact that all procedures were cleared through both the Federal Parliament and the Privacy Commissioner. The hypothesis explored by this thesis is that despite this lack of conscious direction, propaganda processes are evident in the way the ABS conducted the communication campaign for the 1991 Census. The perspective of the thesis is closely aligned to that of Altheide and Johnson who locate propaganda as the bridge between 'organisational image and reality' (1980, p. 4). Altheide and Johnson regard propaganda as an insidious phenomena based on impression-management through the 'rigorous pursuit of scientifically valid procedures and standards' (1980, p. 229). The end result of this impression-management is that certain 'facts' are presented to the exclusion of all others. This thesis argues that impression-management strategies are evident in the way the ABS conducted the communication campaign for the 1991 Census. The processes of impression-management are subtle and do not reside in such sources as internal files. The process operates through the internalised ethos and corporate values inculcated in the minds of senior staff within the Bureau and is best conceptualised as a mindset, reflected in outcomes. I have used the term mindset to cover the process of converting abstract values into specific guides for action�fora discussion of this process see Hall (1977, pp. 69 - 83). This mindset is well-illustrated by the issue of compulsion�the obligation to complete a census form. At one level the ABS procedures are impeccable: cleared through the federal parliament and the Privacy Commissioner�and it is this form of discourse that is documented in internal files. The procedures do not, however, enable respondents to make an informed decision about whether the census is compulsory and about the ramifications for non-compliance. The mindset operating here is based on the value of the census to the ABS�the census is good for the ABS�it generates revenue and legitimises the role of the organisation. The thesis presents data which establishes that there is a significant gap between the organisational image of the census (in the corporate mind of the ABS) and that perceived by householders. The mindset of the ABS is clearly evident in the procedures adopted on this issue. The main finding of this thesis is that many of the processes underlying the development of the 1991 Census communication campaign were subtle environmental influences. These reflected the internal dynamics of the ABS, and its ability as an institution to control the communication environment through addressing the needs of other major organisations, such as the media, and the release of selective information to specific target audiences. In this context, institutional dynamics, more than decisions by individual managers, influenced the conduct of the campaign. The process of propaganda, therefore, is implicit in the 1991 Census rather than explicit�a distinction, in terms of process, drawn by Pearlin and Rosenberg (1954) in their examination of propaganda techniques in institutional advertising. It should also be acknowledged that whilst the author did have privileged access to information, there is no information contained in this thesis that would not be publicly available. The majority of primary sources are reports published by the ABS or papers delivered by Bureau staff at a range of fora. Permission was sought from the ABS for assistance in obtaining access to information and this was readily granted.

<p>This paper contains a study where we apply cross media and storytelling into the design process of a practical commercial campaign. The purpose is to learn more and deeper by using cross media and the ideal of storytelling practical. We applied a qualitative method for research of the project to provide a high-quality empirical work. The result shows that by using well-structured story early in the design process you will easily succeed with your cross media design.</p>

<p>This research paper reviews the topic of Planning Integrated Advertising Campaigns – Multinational enterprises acting on national markets. It examines the relevant theoretical background, the country of Sweden and a concrete business case of the multinational enterprise Dr. Oetker and its activities on the Swedish market. After an introduction, the first section of this work outlines the theoretical framework which is a necessary base for the research topic. Resultant, two models are developed: one regarding campaign phases and another concerning influences on national environments. These frame the theoretical findings in a concentrated form. In the following section, the empirical findings regarding the country of Sweden and the investigated company Dr. Oetker are depicted. The focus lies on Dr. Oetker’s company structure and the consequential influence on the manner of advertising and on the operations on the Swedish market. The analysis reveals information which can be split into two parts. Initially the empirical findings are evaluated based on the theoretical framework. Subsequently, a phase model which combines the two previous models with the empirical findings is developed. Its objective is to guide multinational enterprises through the planning process for successful national advertising campaigns. After this thorough analysis, a conclusion and recommendations for further theoretical and practical studies are given.</p>

<p>AbstractTitle: Electoral campaigns, social media and young voters – a studie of how Moderaterna andSocialdemokraterna are going to reach out to the young voters in the electoral campaign of2010. (Valkampanjer, sociala medier och unga väljare- en studie av hur Moderaterna ochSocialdemokraterna ska nå de unga väljarna i valet 2010).Number of pages: 45Author: Sara RothmanTutor: Göran SvenssonCourse: Media and communication studies CPeriod: Autumn semester 2009University: Division of Media and Communication, Departement of Information Science,Uppsala University.Purpose/ Aim: The aim of this essay is to research how the two largest parties in Sweden,Moderaterna and Socialdemokraterna, are going to reach out to the young voters in theelectoral campaign of 2010. I will also find out how the young voters are going to collecttheir information before the election. That information will be compared to the strategies ofthe parties, in that way I can tell if their strategies match the young voters plans ofinformation search.Material/Method: In my eximination I chose to use two informant interviewes and fourdifferent groups of discussion. The informant interviewes were directed to the two peoplewho are in charge of the communication in the two largest parties in Sweden, Moderaternaand Socialdemokraterna. Two of the groups of discussion contained young people who aregoing to vote for the first time in the election of 2010, and two of the groups contained peoplewho will be voting for the second time. They were four people in every group. The people incharge of the communication in the parties were contacted thru e-mail and I met them on theirworkplaces. The young voters were partly friends of mine who brought people they knew tothe groups. In that way some of them knew each other, but not everybody.Main results: One important thing that I realised after the discussion with the young voterswas that there is a big difference between those who are going to vote for the first time andthose who will vote their second time in the election of 2010. It is impossible to characteriseyoung people as one group because they are all so different from each other. I also found outthat the young people use different media, and so will the parties in their campaigns. It is hardto satisfy all youth but my study shows that many needs will be satisfied because bothtraditional media and new media will be used in the electoral campaigns.Keywords: Electoral campaign, social media, young voters, strategic commnunication,Moderaterna, Socialdemokraterna</p>

AbstractTitle: Electoral campaigns, social media and young voters – a studie of how Moderaterna andSocialdemokraterna are going to reach out to the young voters in the electoral campaign of2010. (Valkampanjer, sociala medier och unga väljare- en studie av hur Moderaterna ochSocialdemokraterna ska nå de unga väljarna i valet 2010).Number of pages: 45Author: Sara RothmanTutor: Göran SvenssonCourse: Media and communication studies CPeriod: Autumn semester 2009University: Division of Media and Communication, Departement of Information Science,Uppsala University.Purpose/ Aim: The aim of this essay is to research how the two largest parties in Sweden,Moderaterna and Socialdemokraterna, are going to reach out to the young voters in theelectoral campaign of 2010. I will also find out how the young voters are going to collecttheir information before the election. That information will be compared to the strategies ofthe parties, in that way I can tell if their strategies match the young voters plans ofinformation search.Material/Method: In my eximination I chose to use two informant interviewes and fourdifferent groups of discussion. The informant interviewes were directed to the two peoplewho are in charge of the communication in the two largest parties in Sweden, Moderaternaand Socialdemokraterna. Two of the groups of discussion contained young people who aregoing to vote for the first time in the election of 2010, and two of the groups contained peoplewho will be voting for the second time. They were four people in every group. The people incharge of the communication in the parties were contacted thru e-mail and I met them on theirworkplaces. The young voters were partly friends of mine who brought people they knew tothe groups. In that way some of them knew each other, but not everybody.Main results: One important thing that I realised after the discussion with the young voterswas that there is a big difference between those who are going to vote for the first time andthose who will vote their second time in the election of 2010. It is impossible to characteriseyoung people as one group because they are all so different from each other. I also found outthat the young people use different media, and so will the parties in their campaigns. It is hardto satisfy all youth but my study shows that many needs will be satisfied because bothtraditional media and new media will be used in the electoral campaigns.Keywords: Electoral campaign, social media, young voters, strategic commnunication,Moderaterna, Socialdemokraterna

This research paper reviews the topic of Planning Integrated Advertising Campaigns – Multinational enterprises acting on national markets. It examines the relevant theoretical background, the country of Sweden and a concrete business case of the multinational enterprise Dr. Oetker and its activities on the Swedish market. After an introduction, the first section of this work outlines the theoretical framework which is a necessary base for the research topic. Resultant, two models are developed: one regarding campaign phases and another concerning influences on national environments. These frame the theoretical findings in a concentrated form. In the following section, the empirical findings regarding the country of Sweden and the investigated company Dr. Oetker are depicted. The focus lies on Dr. Oetker’s company structure and the consequential influence on the manner of advertising and on the operations on the Swedish market. The analysis reveals information which can be split into two parts. Initially the empirical findings are evaluated based on the theoretical framework. Subsequently, a phase model which combines the two previous models with the empirical findings is developed. Its objective is to guide multinational enterprises through the planning process for successful national advertising campaigns. After this thorough analysis, a conclusion and recommendations for further theoretical and practical studies are given.

The study utilizes the correlations among Personal Marketing, Image Management and Campaign Strategies of Seventh Kaohsiung City Council Election in 2006. A successful election campaign will be constructed for the future reference of local election candidates. Content analysis, questionnaire survey and In-depth interview with professionals and experts were used to conduct this study. Comparative method with tables was utilized to analyze the data and it was found that: 1. Campaign Strategy: Candidates need to break the traditional models and adopt business management principles (cost reduction, differential marketing and focus). 2. Personal Marketing: The main duty of city councillors is monitoring the city government. Candidates need to be marketed as professional, earnest and rational, who share close-up experiences with voters. 3. Image management: Councillors should give professional and friendly impressions at service by focusing on monitoring the city government, participating in charity events, representing the voters at the city council, and establishing an image as the local opinion leader. These achievements rely on hard work and effort. To conclude the thesis as below: 1. Major Campaign Strategies for the candidates: C1 has the best campaign strategy by adopting business management strategies of cost reduction, differential marketing and focus. 2. Differential marketing on image management and campaign strategy: C1 and C4 adopt media strategies to market themselves as professional public servants. C1 and C4 inform their voters to turn on televisions to see how they question city government officials at the city council. Such marketing is an extension of their advantages and opportunities as incumbent councillors. 3. Differential marketing on image management and campaign strategy: Candidates and journalists both consider image management important. 4. This thesis establishes a model for campaign strategies, personal marketing, and image management of Kaohsiung city councillor candidates Keywords: Local Election,Campaign Strategy, Personal Marketing, Image Management, SWOT Analysis

This thesis will analyze the 2012 presidential campaign strategies, and their impact on the election. Specifically it will look at whether attack ads had an impact on the swing state polls. It will also examine the influence of technology, social media and grassroots campaigning on voter turnout. From my research I conclude that the Obama Campaign outdid the Romney Campaign in all sectors previously mentioned. However, one cannot definitely claim that these factors solely decided the election outcome. What one can conclude is that these strategies, particularly technology applications and websites, social media networks and grassroots campaigning will play major roles in future elections, as well as promoting democracy and enriched voter participation.