COMMUNICATION THEORY (ISSN 1050-3293) is published quarterly by Guilford Publications, Inc., 72 Spring Street, New York, NY 10012. Known office of publication is ICA, Inc., 8140 Burnet Rd., Austin, TX 78757-7799.
Copyright © 1996 by the International Communication Association
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- Beyond Strategic Research: A Valued-Centered Approach to Health Communication Interventions
- Nurit Guttman
- Persuasion Processes Across Receiver Goals and Message Genresn
- Michael D. Slater
- Forum: The Complicity of Essentializing Difference
- Complicity as Epistemology: Reinscribing the Historical Categories of "Woman" Through Standpoint Feminism
- Maureen Mathison
- (Re)constructing the Color Line: Complicity and Black Conservatism
- Mark McPhail
- Cultural Diversity and the Politics of Inquiry: A Response to Mathison and McPhail
- Mary Strine
- Book Review
- Home and Work: Negotiating Boundaries Through Everyday Life, by Christena E. Nippert-Eng
- Barbara O'Keefe
Beyond Strategic Research: A Value-Centered Approach to Health Communication Interventions
Research on health communication interventions tends to focus on achieving the intervention sponsor's goals. Thus, it can be characterized as strategic. Client and sponsor values, though recognized as important by researchers who adopt this approach, tend to be treated as independent variables that can be manipulated to achieve those goals. This paper adopts the proposition that values have a pivotal role in the analysis and design of health communication interventions and that the analyses that focus on values embedded in the intervention process can contribute to theory development. Instead of focusing exclusively on health-related objectives, the paper proposes that analyses can also examine the extent to which certain values might have contributed to both problem definition and intervention strategies. The rationale for focusing on values, distinctions between a strategic and value-centered approach, and the importance of ethical issues in the analysis of health communication interventions are presented through a series of eight propositions. The propositions address six main areas.: (a) the locus of analysis, (b) definition of the problem, (c) values, (d) intervention strategies and behavior change models, (e) program evaluation, and (f) ethical concerns.
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Michael D. Slater
Persuasion Processes Across Receiver Goals and Message Genres
In persuasion and message effects research, involvement is simultaneously one of the most theoretically and empirically useful concepts, and among the most problematic. Involvement is typically invoked to characterize audience members' relationship to the content of a message as well as to explain how that relationship influences their processing of that message, thereby determining message effects. The problem of audience members' relationship to the message content and its processing consequences is here recast in terms of the active audience. Audience members are assumed to be goal-directed in exposing message-processing strategies-patterns of response to various elements of described, and their implications for predicting message effects and persuasion outcomes are illustrated. The utility of this approach for integrating audience-centered perspectives with empirical persuasion and message effects research and for integrating persuasion research with other message and media effects research context is discussed.
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Forum: The Complicity of Essentializing Difference
This forum explores complicity in feminist and Afrocentric argument and moves toward the rapprochements made available in implicature and dialogue.
Complicity as Epistemology: Reinscribing
the Historical Categories of "Woman" Through Standpoint Feminism
By Maureen A. Matheson
(Re)constructing the Color Line:
Complicity and Black Conservative
By Mark McPhail
Cultural Diversity and the Politics
of Inquiry: Response to Mathison and McPhail
By Mary S. Strine
List of Articles