ABSTRACT
THE bridging of theory and praxis in the domain of health communication campaigns is an important goal. Academics have long decried the absence of explicit theoretical precepts and the avoidance of stringent evaluation procedures characterizing many of the campaigns emanating from the public health sector. At the same time, campaign planners, frequently saddled with financial, political, and temporal constrictions, have clamored for academic understanding of their needs for relevant theories and feasible evaluation techniques. The preceding chapter by Clifford Scherer and Napoleon Juanillo represents one of several recent efforts at “paradigm dialogues” between the disparate camps (see also Atkin & Wallack, 1990; Rice & Paisley, 1981), and contains insights and applications that will be of use to scholars and practitioners alike.
