Choose a country in which to analyze an advocacy campaign promoting COVID-19 vaccination. Analyze communication media used to promote that agenda, and report on how the advocacy campaign was conceived and executed.
Your report should be an analysis and critique of what has been done already. You aren’t designing a campaign — you are assessing a campaign that has been conducted or is in progress. Nonetheless, your analysis and critique could include suggestions for how the campaign could’ve been more effective.
You can choose to analyze a nationwide campaign by a government agency or a more focused campaign by local government. In the United States, for example, there might be campaigns by the federal government (Centers for Disease Control, or CDC), and also by state or city governments.
New York City ran its own “#Vaccinate NY” campaign independent of efforts by state and federal authorities. The same is likely in other places with multiple levels of government, such as Australia, India and the United Kingdom.
Include examples of campaign communication output as evidence. Analyze the rhetorical methods and strategies for persuasion in the various elements of the campaign. Did they use one message to persuade women separately from a message designed to persuade men? Did they target young people differently from how they targeted older people?
Complete the audience-message-medium table to report on how the communication campaign attempted to reach various audiences with specific messages via specific media types.
Essays must be typeset in double-spaced, 12-point Arial with 1” margins on all sides of A4 pages. Sources and artifacts should be thoroughly documented using MLA or Chicago style; a bibliography or list of references should be appended to the essay.
Essays should attempt to answer or discuss the following questions.
What is the exigence or imperfection being addressed?
example: Climate change is a threat to humankind.
What is the positive modification necessary for to remedy this exigence?
example: We must reduce greenhouse gas emissions to slow the rate of climate change
Who is communicating about it?
example: Civic activists, political leaders and nongovernmental organizations (NGOs) are warning of the need to address climate change.
Who is responsible for implementing this positive modification? How?
example: Governments must implement emission caps to reduce greenhouse gases. Individual consumers must take private responsibility for reducing their own greenhouse gas emissions.
What is the audience (or what are the audiences) they are attempting to persuade to move toward this positive modification?
example: The campaign attempts to convince citizens of the critical importance of the need to reduce greenhouse gas emissions. The campaign also attempts to convince citizens to vote for government leaders who will implement climate-conscious policies.
What are the deliberative spaces in which advocates are communicating with these audiences?
example: Social media is used to connect with young people. For older people, newspapers and TV are used.
What persuasive strategies are being used to influence these audiences? example: Appeals to pathos are being used to influence young people. For older people, logos and inartistic proofs are being used more often.
What are the competing messages or external forces acting against this advocacy communication strategy?
example: Climate-change deniers attempt to use misconstrued scientific data to argue that no threat exists from climate change — or that climate change is not caused by humankind.
What is the interval or frequency for which the advocates are communicating about this exigence? Does the exigence expire?
example: The urgency of addressing climate change exists as long as there is evidence of global warming caused by humankind. Messaging and persuasion must continue on an ongoing basis until the threat has passed. After that, there must be appropriate advocacy messaging to prevent the situation from arising again.
Is there any evidence that this advocacy campaign is succeeding or has succeeded? example: After the campaign, polling found that viewers were 50 percent more likely to take public transportation rather than driving their own vehicle to work.
How could the campaign be improved to be more effective?
example: Older men remain unconvinced of the threat of climate change, and the campaign includes limited persuasive media that is designed to be effective for that audience.
THE COUNTRY IS SOUTH AFRICA
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