Hyper-local public health policy change: a case study of the SmokeFree Birmingham campaign

dc.contributorLamme, Margot Opdycke
dc.contributorMills, Carol B.
dc.contributor.advisorHorsley, J. Suzanne
dc.contributor.authorHansen, Lewis Michael
dc.contributor.otherUniversity of Alabama Tuscaloosa
dc.date.accessioned2017-03-01T17:22:03Z
dc.date.available2017-03-01T17:22:03Z
dc.date.issued2014
dc.descriptionElectronic Thesis or Dissertationen_US
dc.description.abstractThis paper is a qualitative study of the role of public relations in the success of a federally funded anti-smoking public health campaign in Jefferson County, Alabama, from 2010-12. The goal of the campaign was to advance smoke-free policies (i.e., laws forbidding smoking in public places such as restaurants, bars, workplaces, public buildings and areas, etc.) in the various municipalities across Jefferson County. Each municipal campaign was implemented independently. The paper looks specifically at the SmokeFree Birmingham campaign, which resulted in the successful passage and implementation of a smoke-free ordinance after two public hearings on the proposed law. The campaign's public relations relied heavily on opinion leadership, the core of Katz and Lazarsfeld's (1955) two-step flow of communication theory, to influence public opinion in support of the stated policy goals. According to Mutz (2011), "one of the very earliest theories about interactions between mass and interpersonal communication-- the two-step flow-- is now more relevant than ever before" (p. 1019). This paper revisits the two-step flow theory in the age of social media as a communications model for hyper-local public policy campaigns.en_US
dc.format.extent106 p.
dc.format.mediumelectronic
dc.format.mimetypeapplication/pdf
dc.identifier.otheru0015_0000001_0001805
dc.identifier.otherHansen_alatus_0004M_12175
dc.identifier.urihttps://ir.ua.edu/handle/123456789/2249
dc.languageEnglish
dc.language.isoen_US
dc.publisherUniversity of Alabama Libraries
dc.relation.hasversionborn digital
dc.relation.ispartofThe University of Alabama Electronic Theses and Dissertations
dc.relation.ispartofThe University of Alabama Libraries Digital Collections
dc.rightsAll rights reserved by the author unless otherwise indicated.en_US
dc.subjectCommunication
dc.subjectMarketing
dc.subjectMass communication
dc.titleHyper-local public health policy change: a case study of the SmokeFree Birmingham campaignen_US
dc.typethesis
dc.typetext
etdms.degree.departmentUniversity of Alabama. Department of Advertising and Public Relations
etdms.degree.disciplineAdvertising Public Relations
etdms.degree.grantorThe University of Alabama
etdms.degree.levelmaster's
etdms.degree.nameM.A.
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