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Understanding Social Action, Promoting Human Rights$
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Ryan Goodman, Derek Jinks, and Andrew K. Woods

Print publication date: 2012

Print ISBN-13: 9780195371895

Published to Oxford Scholarship Online: January 2013

DOI: 10.1093/acprof:oso/9780195371895.001.0001

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Why Can’t We Sell Human Rights Like We Sell Soap?

Why Can’t We Sell Human Rights Like We Sell Soap?

(p.47) 3 Why Can’t We Sell Human Rights Like We Sell Soap?
Understanding Social Action, Promoting Human Rights

Robert C. Hornik

Oxford University Press

In Chapter 3, communications scholar Robert C. Hornik gives a brief history of the health communications field and outlines insights and pitfalls relevant to human rights communications efforts. In addition to ensuring that messages are well-tailored to and will receive sufficient attention in the target audience, he also outlines several counterintuitive findings including the need to be mindful of “boomerang effects”—the risk that any given communication will, in fact, worsen the behaviors the message was intended to fix.

Keywords:   boomerang effects, health communications, smoking, marijuana, public health, media effects, target audience

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