Sponsor
The authors wish to thank Katie Gleason for her assistance with data collection and the Ford Foundation for supporting this research.
Published In
International Journal of Communication
Document Type
Article
Publication Date
11-3-2015
Subjects
Public Diplomacy -- Uganda
Abstract
Mediated public diplomacy campaigns are proliferating around the world. Governments are joined by nongovernmental organizations (NGOs), terrorists, and others that seek to effect change on the international stage by speaking directly to global populations. As these initiatives spread, they also use new and creative communication tactics. This study contributes to the evolving public diplomacy literature in two key ways. First, it explores the design and effects of an NGO-led intervention that employs a novel message format—rap news—in Uganda. Second, it reports on the integration of priming theory and entertainment-education strategies into this intervention and its evaluation. Experimental results indicate that priming via rap news can be effective—but that the precise results are difficult to control.
Rights
Copyright © 2015 (Lee Shaker & Paul Falzone). Licensed under the Creative Commons Attribution Noncommercial No Derivatives (by-nc-nd).
Persistent Identifier
https://archives.pdx.edu/ds/psu/44231
Citation Details
Shaker, Lee and Falzone, Paul, "Priming, Rap News and Public Diplomacy: Reporting on an Ngo-Led Media Initiative in Uganda" (2015). Communication Faculty Publications and Presentations. 126.
https://archives.pdx.edu/ds/psu/44231