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Other titles in the Routledge Studies in Rhetoric and Communication series:

Communication, Public Discourse, and Road Safety Campaigns: Persuading People to Be Safer (Routledge Studies in Rhetoric and Communication)

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Communication, Public Discourse, and Road Safety Campaigns: Persuading People to Be Safer (Routledge Studies in Rhetoric and Communication) Cover

 

Synopses & Reviews

Publisher Comments:

This book discusses the use of communication campaigns to promote road safety, arguing that they need to elicit public discourse on issues pertaining to culture, equity, gender, workplace norms, environmental issues, and social solidarity. Increasingly, new media channels and formats are employed in the dissemination process, making road safety-related messages ubiquitous, and often controversial. Policy makers, educators, researchers, and the public continue to debate the utility and morality of some of the influence tactics employed in these messages, such as the use of graphic images of injury or death, stigmatization (or blame and shame), and the use of black humor. Guttman argues that influencing road safety requires making changes in normative and cultural conceptions of broader issues in society, yet the typical discourse on road safety tends to focus on individual attitudes and practices. The book regards the importance of theory in communication campaigns on road safety, and critiques that fact that they tend to focus on individual cognition, affect, and behavior rather than on structural and cultural factors. The volume positions the discourse on road safety as a social issue, and treats road safety behavior as a social activity that directly relates to other public issues, social values, and social policy, discussing potential uses of social media and participatory approaches. The discussion turns to the role of road safety communication campaigns as part of a democratic process of eliciting public discourse, including how contemporary society could address broader issues of risk and safety.

Book News Annotation:

Guttman identifies and critically analyzes the main persuasive approaches found or not found in road safety campaign materials; and presents a series of challenges, propositions, and recommendations for designing road safety community campaigns that emphasize their social, cultural, environmental, and political aspects. The approaches are appealing to people's reason and cognition; eliciting strong emotional reactions of dread, usually by alluding to death and injury; warning about enforcement measures; and appealing to responsibility and social norms. He also looks at social marketing, ambient advertising, and "edutainment" approaches. Annotation ©2014 Ringgold, Inc., Portland, OR (protoview.com)

Product Details

ISBN:
9780415806695
Author:
Guttman, Nurit
Publisher:
Routledge
Subject:
Intercultural Communications-General
Copyright:
Publication Date:
20140631
Binding:
HARDCOVER
Language:
English

Related Subjects

Business » Communication
History and Social Science » Intercultural Communications » General
History and Social Science » Politics » General
History and Social Science » Sociology » Urban Studies » General
Reference » Rhetoric

Communication, Public Discourse, and Road Safety Campaigns: Persuading People to Be Safer (Routledge Studies in Rhetoric and Communication) New Hardcover
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