Butler M, Paisley W
Health Educ Monogr. 1977 Spring;5(1):5-24. doi: 10.1177/109019817700500102.
A fifty-year historical review of public communications research, an analysis of factors influencing communication effectiveness, descriptions of fifteen cancer public communication programs, and recommendations for future cancer communications programs are presented. The programs described were specific to five cancer sites, were targeted to six types of audiences and included several types of educational objectives and communication modes. Recommendations include greater use of social science literature and evaluative designs in program planning; cooperative research to provide data suitable for educational diagnosis; and standardization of evaluation results to document effectiveness of techniques and strategies.
本文呈现了对公共传播研究的五十年历史回顾、对影响传播效果因素的分析、十五个癌症公共传播项目的描述以及对未来癌症传播项目的建议。所描述的项目针对五个癌症部位，面向六种受众类型，并包含多种教育目标和传播模式。建议包括在项目规划中更多地运用社会科学文献和评估设计；开展合作研究以提供适用于教育诊断的数据；以及对评估结果进行标准化，以记录技术和策略的有效性。
