Este trabalho analisa quatro campanhas de Saúde Pública realizadas em Alexandria, no Egito; Macaé, São Paulo e Petrópolis, no Brasil, do ponto de vista da penetrabilidade e rendimento dos métodos utilizados para a educação do público com respeito à vacinação. Tece também considerações sobre o histórico da comunicação, a situação atual das comunicações no Brasil e a metodologia da Educação em Saúde PÚblica. / This paper is intended to analyze four Public Health campaigns conducted in Alexandria, Egypt ; Macaé, São Paulo e Petrópolis, Brazil, from two stand-points: the percentage of people reached and the efficiency of the methods to promote public education with regards to immunization. It also relates to the history of communication, the present communication trend in Brazil and the methodology for Public Health Education.

Do campaigns have an effect on the outcome of elections? This question is usually answered using one of two methods. The first method is when political pundits examine the two opposing campaigns and judge which one had a greater impact on the polls. The second method is when political scientists use statistical methods to analyze whether a campaign had an effect on the election outcome. Both methods fail to consider the factors influencing campaign strategies and the effect these campaign strategies have on the election outcome. A third method, which I present in this dissertation, uses a formal model. This formal model treats the presidential election as a game between the two candidates competing for electoral votes in fifty-one locations. The model incorporates the assumption that the two candidates can have different prior probabilities of winning each state and can have different degrees of effectiveness at getting votes. The solution to this model is straightforward, but interesting. Candidate strategies are determined by the effectiveness of the candidates, the competitiveness of the state, and the state's electoral value. Candidates will allocate more resources 1) to states with higher electoral value, 2) to more competitive states, and 3) when they are more effective at getting votes. The structure of the model also provides an answer of when candidates can have an effect on the election outcome. When one candidate is more effective at getting votes, then that candidate will allocate more resources and receive a greater marginal return on each unit of resource than their opponent, resulting in an effect on the election outcome in their favor. To test the model, I examine the historical record of the campaigns and candidate strategies in the nine presidential elections from 1976 to 2008. These historical accounts provide qualitative support for the assumptions and predictions of the model. I also statistically analyze data from five of these presidential elections and show quantitative support for the assumptions and predictions of the model. Finally, I conclude by showing that the model is useful in answering other questions regarding campaigns in general, such as how candidates should allocate resources in governor and senate elections; how third party candidates should allocate resources; what happens if candidate effectiveness varies across state or time; and what happens if the cost varies across state? The model's ability to answer these questions shows that it can have a broad and substantial influence in the study of campaigns and elections.

This thesis describes and demonstrates the use of discourse analysis as a means of facilitating critical awareness and stimulating research practice within a consumer research context. In a generic sense, discourse analysis applies to a range of semiotic methods for studying text (including talk, writing and visual images), where the objective is to gain insight into both the meanings of a text and what it signifies. Emphasis is placed on the constructive use of language, where texts of various kinds are said to construct our social world. Two approaches to discourse analysis are detailed. Firstly, Foucauldian discourse analysis is shown to operate more generally and globally as a social and cultural resource that underpins many human endeavours and activities. Under this approach, discourses are seen as resources that interact with one another. Foucauldian discourse analysis is therefore quite a different enterprise from the finer-grained investigation of talk and texts that is undertaken in discourse analysis and discursive psychology. Instead, discourses are treated as being dynamic in nature, having the ability to mutate over time, and gain dominance in certain settings and cultural locations. Discourse analysis under this approach facilitates critical awareness because it seeks to uncover the ways in which such discourses produce, maintain and constrain people within particular positions and relationships. Secondly, a discursive psychological approach to discourse analysis focuses on the strategic use of discourse within a particular piece of text, where interaction and the acknowledgement of such interaction by the researcher underscores the importance of language and the ways that people purposefully and strategically use language to achieve particular outcomes or goals. A discursive psychological approach focuses upon discursive practices and constructions, rather than cognitive-perceptual processes. A discourse analytic approach is therefore able to potentially redefine and stimulate current research practice. Psychological phenomena that might have traditionally been framed and studied as 'cognitive' and 'internal' processes can be recast as particular situated discursive accomplishments that people are able to draw upon. Because analysis is not subject to what may be termed 'cognitive reductionism' (where attempts to explain social events and processes are made entirely by reference to events and structures in the mental processes of individuals), a discursive analytic approach suggests new insights into current research practice. The specific context for analysis within this thesis is provided by an advertising campaign for Xenical, a pharmaceutical product promoted as a treatment for obesity. Xenical was one of the first prescription medications to be marketed directly to consumers in New Zealand via the use of direct-to-consumer advertising (DTCA), a relatively recent form of marketing communication. The Xenical advertising campaign created both controversy and high awareness for the product. Contributing to this controversy was the overt use of DTCA itself, which critics suggest influences patient demand, encourages the use of expensive and sometimes unnecessary medications and in effect, 'creates' disease. As argued here, positioning obesity as a disease in effect justifies (warrants) the pharmaceutical industry�s efforts to offer medical solutions. In addition to the use of DTCA, the nature of the Xenical advertisements was also controversial. Critics suggested that the Xenical advertisements were based upon negative emotions, associating the state of being overweight with feelings of sadness, shame and embarrassment. These 'emotions' become a key subject in the current study. But in this thesis, rather than viewing such emotions as internal and mental phenomena, the use of discourse analysis focuses on the socio-cultural nature of emotions. Discourse analysis is concerned with uncovering the ways in which bodily sensations are rendered into language and what the subsequent implications for the speaker might be as a result. Using the advertising campaign for Xenical as context then, discourse analysis is used as a research approach to examine the television advertisements from multiple perspectives. Analysis includes the study of the casting tapes that were used by the advertising agency as source material to inform the creative strategy for the advertisements. In addition, one of the Xenical advertisements is deconstructed in greater detail, outlining the effects of visual and aural discourses that weave together to convey meaning within the advertisement. Analysis is informed by interviews conducted with the creative director of the advertisements as well as the marketing manger for Xenical. Discourse analysis allows us to examine the ways in which the producers of an advertisement purposefully (although perhaps unknowingly) create particular effects for strategic reasons, and how advertisements may be subsequently read as a consequence. The final analysis is based on a reader-response to the advertising campaign. Analysis focuses on the �emotional� talk contained within a particular interview, and how talk functions as performance. Rather than treating emotional talk as a description or reflection of inner psychological worlds, discourse analysis examines participant talk in terms of its content and meanings and how participants use such talk to construct their worlds. Although often overlooked within traditional forms of consumer research, the importance of representing social interaction through detailed interview transcripts is demonstrated, underscoring the analysis provided. Results suggest that the language of description and the methods of data capture that are typically utilised within consumer research are not able to provide an accurate account of the external world. This is because the only way we can know our world is always going to be mediated by and through language, and as a consequence, the meanings and interpretations available to us are never going to be transparent or neutral representations. The findings suggested in this thesis are intended as a starting point for subsequent research into the study of language in use and human meaning making within advertising and consumer research environments. Because consumer research has borrowed heavily from the social sciences and particularly from psychology, then it is important that researchers within the discipline re-examine many of the psychological topics that we commonly take for granted by considering the way such talk and text is used in action. Discourse analysis provides a research approach that enables such a re-examination.

Bibliography : leaves 349-361. / x, 361 leaves : ill., maps ; 30 cm. / Title page, contents and abstract only. The complete thesis in print form is available from the University Library. / Thesis (Ph.D.)--University of Adelaide, Dept. of History, 1994

Thesis (Ph. D.)--York University, 2002. / Includes bibliographical references (p. 280-301). Also available on the Internet.

The race between Republican Cory Gardner and Democratic incumbent Betsy Markey for Colorado's 4th Congressional District was a partisan fight for political momentum. In the 2010 campaign cycle, Republicans looked to retake the historically Republican 4th District as part of a national strategy to win back the U.S. House, while Democrats tried desperately to hold on to both. Cory Gardner was only one of fifty-four Republican challengers to defeat a Democratic incumbent in 2010, but the Gardner-Markey race is particularly interesting as a case study of voter motivation and the mediating forces, both regional and national, that influence electoral success. Political commentators and staffers from both campaigns describe Markey's defeat as inevitable, but the same sources explain the election results from three different theoretical perspectives: (1) Betsy Markey was a poor fit for the district and never represented constituent interests, (2) Cory Gardner was the perfect candidate, and (3) Markey’s defeat was a result of the national political mood and a referendum on Democrats in Washington. This thesis analyzes and evaluates each of these theories, and concludes that a combination of the arguments and their evidence provides the most complete answer. While no single theory is the definitive reason that voters in the 4th District elected Cory Gardner, each contributes to a comprehensive understanding of the inevitability of Rep. Betsy Markey's defeat in 2010.

Background: Tobacco use remains a major public health issue. Population-level efforts to curb tobacco use include media to promote smoking cessation. However, these campaigns (including tobacco package warning labels) commonly emphasize the addictiveness of nicotine and the difficulty of quitting with statements like ?nicotine is as addictive as heroin and cocaine?. Addiction oriented messages may have an iatrogenic effect on cessation by undermining behavioural precursors such as self-efficacy, cessation outcome expectations, behavioural control, and quit-aid efficacy. <br /><br /> Objectives: First, to determine the effects of addiction focused messages in comparison to efficacy enhanced messages and control messages on smokers? self-efficacy, cessation outcome expectations, behavioural control, and quit-aid efficacy. Second, to determine if the impact of addiction focused messages differ according to participant nicotine dependency level. <br /><br /> Methods: A sample of adult smokers (n>101) from Kitchener/Waterloo and Owen Sound were randomly assigned into one of three intervention conditions: addiction focused (M1), efficacy enhanced (M2), and control (M3). Outcome measures were collected at baseline, post intervention and 30-day follow-up and included: self-efficacy, outcome expectations, behavioural control, quit-aid efficacy, and outcome expectancies. The 30-day follow-up also included measures of smoking consumption, quit attempts and use of a quit-aid. <br /><br /> Results: Majority of the participants were males and between 18-25 years of age. Mean number of cigarettes smoked ranged from 12 to 15 across groups whereas the mean number of years smoked ranged from 12 to 17. General linear analyses revealed no significant effect of message type or nicotine dependence (as measured by the Fagerstrome Test for Nicotine Dependence) on the outcome variables of interest. However, when perceived addiction was substituted as the measure of nicotine dependence, the analysis revealed a main effect for nicotine dependence on self-efficacy post intervention and on cessation outcome expectations at follow-up. An interaction effect was found for outcome expectancy at post intervention. <br /><br /> Conclusion: The results of this study suggest that acute addiction oriented messages may not negatively impact smokers? self-efficacy, outcomes expectations, behavioural control, quit-aid efficacy, and outcome expectancies. However, this does mean that message orientation should be ignored when constructing smoking cessation messages. In fact, program designers are encouraged to employ messages that limit the use of addiction oriented statements such as ?nicotine is as addictive as heroin and cocaine?. Further research is required to examine the potential cumulative impact of addiction oriented messages on quitting behaviour and its precursors.

Thesis (Ph. D.)--Ohio State University, 2008. / Title from first page of PDF file. Includes bibliographical references (p. 195-210).

While clientelism has been intensively studied in comparative politics from very different theoretical perspectives and angles, scholars typically emphasize the importance of organized networks and long-term relations for sustaining electoral clientelism. However, electoral clientelism continues to be widespread in many countries despite the absence of organized parties or electoral machines. In order to account for this puzzle, I propose an informational approach that stresses the indirect effects that investments in electoral clientelism have on vote intentions. By distributing minor consumer goods, politicians buy the participation of poor voters at rallies and different sorts of campaign events. I argue that this particular subtype of electoral clientelism -- "campaign clientelism" -- helps politicians improvise political organizations, influence indifferent clients, and signal their electoral viability to strategic actors. Thus, by influencing competition and the dynamics of the race, campaign clientelism shapes vote choices and electoral outcomes. Campaign clientelism affects vote choices through two causal mechanisms. First, this subtype of electoral clientelism can help establish candidates' electoral viability, especially where alternative signals provided by well-organized parties are weak. By turning out large numbers of people at rallies, candidates establish and demonstrate their electoral prospects to the media, donors, rent-seeking activists, and voters. In this way, politicians induce more and more voters to support them strategically. Second, campaign clientelism can convince unattached rally participants of the candidates' electoral desirability. While providing different sorts of information at campaign events, politicians help campaign clients make choices. Other things being equal, viable and desirable candidates have better chances of actually achieving office. Qualitative, quantitative, and experimental evidence from Peru, a democracy without parties, supports the informational theory's expectations. / text

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