||The success of public health campaigns depends in part on how the information central to the campaign is communicated and the psychological and social resistance to that information that exists in the targeted audience. The crafting of successful messages in public communication campaigns is certainly an art but one that must be constrained by scientific knowledge about audiences and their susceptibility and resistance to message formats and content. Research on two cases will be presented: public anti-smoking efforts and the introduction of the HPV vaccine.
Joseph N. Cappella (Ph.D., 1974, Michigan State University) is Professor of Communication and holds the Gerald R. Miller Chair at the Annenberg School for Communication at The University of Pennsylvania. He has been a visiting professor at the University of Pennsylvania and Northwestern University and a visiting scholar at Stanford. His research has resulted in more than 100 articles and book chapters and three co-authored books in areas of health and political communication, social interaction, nonverbal behavior, media effects, and statistical methods. The articles have appeared in journals in psychology, communication, health, and politics. His research has been supported by grants from NIMH, NIDA, NSF, NCI, NHGRI, The Twentieth Century Fund, and from the Markle, Ford, Carnegie, Pew, and Robert Wood Johnson foundations. He has served on the editorial boards of 15 different journals. He is a Fellow of the International Communication Association and its past president, a distinguished scholar of the National Communication Association, and recipient of the B.
Aubrey Fisher Mentorship Award.
This lecture is an installment of the Behavioral and Social Sciences Research Lecture Series sponsored by the NIH Office of Behavioral and Social Sciences Research and organized by the NIH Behavioral and Social Sciences Research Coordinating Committee.
The Behavioral and Social Sciences Research Coordinating Committee (BSSR CC), with support from the Office of Behavioral and Social Sciences Research (OBSSR), convenes a series of guest lectures and symposia on selected topics in the behavioral and social sciences. These presentations by prominent behavioral and social scientists provide the NIH community with overviews of current research on topics of scientific and social interest. The lectures and symposia are approximately 50 minutes in length, with additional time for questions and discussion. All seminars are open to NIH staff and to the general public.