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Perceptions of Rhetoric Communication: Case Study of Media Messages


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  • Product Description

The study is guided by the uses and gratification theory which looks at how people use and react to consumed media messages. The study also used three audio media messages which were disseminated in 1995, 2000 and 2005 to determine the reaction levels. HIV/AIDS messages are disseminated to the public /audience to consume and react accordingly i.e. to effect behavioural change or re-enforce a behaviour pattern that averts the spread of HIV/AIDS. The study used Aristotle’s five canons of rhetoric (arrangement, invention, style, memory and delivery) as a framework to understand rhetoric. These rhetoric canons helped the study to determine the persuasive aspects (rhetoric language) in HIV/AIDS messages. Hence the efficacy of Behaviour Change Communication (BCC) and Information Education Communication (IEC) HIV/AIDS messages should take an integrative holistic approach. The right amount of information should be disseminated through the accessible outlets and the messages should suit the consumer. In addition to that, all stakeholders should take particular interest in the communication/dissemination processes

Product Specifications
SKU :COC62090
AuthorAloysius Louis Mubiru
Number of Pages160
Publishing Year19.12.2014
Edition1 st
Book TypeMedia studies
Country of ManufactureIndia
Product BrandLAP LAMBERT Academic Publishing
Product Packaging InfoBox
In The Box1 Piece
Product First Available On ClickOnCare.com2015-08-05 00:00:00