Fundamentals of Public Communication Campaigns

Glossary

ABC behaviors

a concept employed by HIV/AIDS prevention scholars and practitioners to allude to the three behaviors believed to be crucial in lowering the sexual transmission of HIV/AIDS: abstinence, being faithful, and using condoms, respectively (Ch. 5).

Aboriginal Australians

Australia’s First Peoples made up of different groups who have moved across Australia for over 50,000 years. These groups have a common, though complex, ancestry (Ch. 16).

Absolute rights

rights that enjoy the highest protection and cannot be denigrated in any form (Ch. 9).

Absorption–addiction model

a model that confirms real instances of celebrity worship, whereby a co-opted identity structure for some people enables psychological absorption with a celebrity in an effort to fashion an identity and a sense of self-actualization or gratification (Ch. 8).

Active video games

games that work through the player’s movements. The movements are used to operate them (the games) (Ch. 8).

Aesopian language

language that contains a seemingly innocuous meaning while, in reality, there is a deeper meaning lurking inside the phrase (Ch. 13).

Affect

the energy invested in a particular situation or sphere. It is an investment made by a person to a cultural text and it depends on that person’s mattering map (Ch. 8).

Agency

a method by which we employ our unique resources and talents, and exploit relevant opportunities, to attain our desired outcomes (Ch. 9).

Agenda-setting theory

a theory predicating that the media ...