JOURN 201 Lecture 39: Journ 201 week 14, 3

• School: UW-Madison
• Department: Journalism and Mass Communication
• Course: JOURN 201
• Professor: Hernando Rojas

Document Summary

Mindset: social change (enhancing the health and well-being of individuals and communities) Tools: media, outreach, interpersonal influence, community events. Influence: persuade with the goal of behavior change. Problem: ensuring a stable and safe blood supply within a population. Power: ability to obtain from others outcomes you want. The behavior of others can be affected through coercion (sticks), inducements (carrots) and attraction (making others want what you want). Soft power directed to public opinion and not only to elites. The soft power of a country rests on 3 resources: culture (attractive to others, political values (congruence, foreign policies (perceived legitimacy) With increasing number of democracies, more need for public diplomacy aimed at citizens of other countries. Public diplomacy (examples: fulbright, cultural exchange goethe, british council, alliance francaise confucius institute, media, russia, china, us, alhurra, radio sawa. Strategic communication can be used for social good, in addition to enhancing commercial profits (social marketing to corporate responsibility).