| dc.contributor.author | Beauchamp, Kimberly A., M.S. | |
| dc.description.abstract | Everett Rogers' (2003) diffusion model provided a theoretical framework through which to
measure change among publics. However, use of Rogers' diffusion model can lead to
research shortcomings such as lack of consequence research, change agent tendencies, proinnovation bias, and inadequate research methods. Through new model development, the
current study introduced a specific data analysis process that distinctly measured and
merged a relationship between communication, outreach, and scientific effects. The
application of a public health campaign served to test the new model's ability to overcome
previous diffusion research shortcomings. Using an integrated approach of diffusion and
gap analysis, the study investigated and quantified effects of risk communication. This new
model has value in that it supports the collaborative efforts of multi-disciplinary projects,
while promoting and strengthening the position of each discipline through joint research.
The model serves to help researchers seek, find, and work within a respected and common
ground platform. | en_US |
| dc.publisher | North Dakota State University | en_US |
| dc.rights | NDSU policy 190.6.2 | en_US |
| dc.title | Extending the Diffusion Model in Risk Communication: A Case Study of Risk in a Public Health Campaign | en_US |
| dc.type | Thesis | en_US |
| dc.date.accessioned | 2024-04-19T19:08:55Z | |
| dc.date.available | 2024-04-19T19:08:55Z | |
| dc.date.issued | 2010 | |
| dc.identifier.uri | https://hdl.handle.net/10365/33783 | |
| dc.subject.lcsh | Risk communication. | en_US |
| dc.subject.lcsh | Communication in public health. | en_US |
| dc.subject.lcsh | Mass media in health education. | en_US |
| dc.rights.uri | https://www.ndsu.edu/fileadmin/policy/190.pdf | en_US |
| ndsu.degree | Master of Science (MS) | en_US |
| ndsu.college | Arts, Humanities, and Social Sciences | en_US |
| ndsu.program | Mass Communications | en_US |
| ndsu.advisor | Littlefield, Robert S. | |
