Earned Media and Public Engagement With CDC’s "Tips From Former Smokers" Campaign: An Analysis of Online News and Blog Coverage
作者: Gunther Eysenbach
作者单位: 1School of Journalism and Mass Communication
2University of Wisconsin-Madison
3Johns Hopkins Bloomberg School of Public Health
4Department of Health, Behavior and Society
5Institute for Health Research and Policy
6University of Illinois at Chicago
7Moores Cancer Center
8University of California San Diego
刊名: Journal of Medical Internet Research, 2015, Vol.17 (1)
来源数据库: JMIR Publications Inc
DOI: 10.2196/jmir.3645
关键词: mass mediatobaccohealth communication
原始语种摘要: Background In March 2012, the US Centers for Disease Control and Prevention (CDC) launched the first-ever paid national tobacco education campaign. At a cost of US $54 million, “Tips from Former Smokers” (Tips) ran for 3 months across multiple media, depicting the suffering experienced by smokers and their families in graphic detail. The potential impact and reach of the Tips campaign was not limited to that achieved through paid media placements. It was also potentially extended through “earned media”, including news and blog coverage of the campaign. Such coverage can shape public understanding of and facilitate public engagement with key health issues.Objective To better understand the contribution of earned media to the public’s engagement with health issues in the current news...
全文获取路径: JMIR 
影响因子:3.768 (2012)

  • campaign 连续操妆间
  • audience 听众
  • engagement 啮合
  • government 政府
  • convey 运送
  • meaningful 有意义的
  • notable 值得注意的
  • story 故事
  • coverage 复盖
  • politically 政治上