کد مقاله کد نشریه سال انتشار مقاله انگلیسی نسخه تمام متن
139399 162494 2010 5 صفحه PDF دانلود رایگان
عنوان انگلیسی مقاله ISI
Generating conflict for greater good: Utilizing contingency theory to assess Black and mainstream newspapers as public relations vehicles to promote better health among African Americans
موضوعات مرتبط
علوم انسانی و اجتماعی مدیریت، کسب و کار و حسابداری بازاریابی و مدیریت بازار
پیش نمایش صفحه اول مقاله
Generating conflict for greater good: Utilizing contingency theory to assess Black and mainstream newspapers as public relations vehicles to promote better health among African Americans
چکیده انگلیسی

The potential use of strategic conflict management (Wilcox & Cameron, 2006; Cameron, Wilcox, Reber, & Shin, 2008) as a health advocacy tool in US African American and mainstream newspapers, arguing that escalation of conflict can increase effectiveness of health-related news releases. For health communicators focusing on at-risk populations with poor health outcomes, such goals would include increased awareness of health problems and solutions, along with increased motivation arising from indignation over health disparities. Content analysis of 1197 stories in 24 Black and 12 mainstream newspapers showed that more conflict factors were present in Black vs. mainstream newspapers, suggesting a way to strategically place health messages in news releases disseminated to newspapers that motivate at-risk publics to better health. The findings suggest that conflict factors such as racial disparity data regarding health issues may enhance media advocacy.

ناشر
Database: Elsevier - ScienceDirect (ساینس دایرکت)
Journal: Public Relations Review - Volume 36, Issue 1, March 2010, Pages 73–77
نویسندگان
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