Document Type

Article

Publication Date

5-31-2018

Keywords

environmentalism, activism, advocacy, advertising, controversy, editorial, elaboration likelihood model, audiences

Abstract

Through the theoretical lens of Petty and Cacioppo’s Elaboration Likelihood Model (ELM) and using the case of Oregon Wild and its campaign against clear-cut logging on public lands, this study explores the impact of media coverage of contentious activist advertising on audiences. A survey with experimental conditions measures attitudes of audiences exposed to this interplay of advocacy communication. The study assesses partiality toward the sponsor organization, a willingness by the target audience to act on its behalf, and an understanding of the central environmental issue. Differences between gender in reception of the campaign and coverage also are examined. By examining the interplay of social advertising, news media, and audiences, this study highlights a dynamic, social psychological stream of public interest communications.

Publication Title

Journal of Public Interest Communication

Volume

2

Issue

1

DOI

10.32473/jpic.v2.i1.p64

Subjects - Topical (LCSH)

Clearcutting--Press coverage--Oregon; Green marketing--Social aspects--Oregon; Green marketing--Oregon--Influence

Subjects - Names (LCNAF)

Oregon Wild (Organization)

Geographic Coverage

Oregon

Genre/Form

articles

Type

Text

Rights

Copying of this document in whole or in part is allowable only for scholarly purposes. It is understood, however, that any copying or publication of this document for commercial purposes, or for financial gain, shall not be allowed without the author’s written permission.

Creative Commons License

Creative Commons Attribution-NonCommercial 4.0 International License
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License

Language

English

Format

application/pdf

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