ERIC Number: ED198573
Record Type: RIE
Publication Date: 1980-May
Reference Count: 0
The Role of Gatekeepers in the Asbestos Awareness Campaign.
Freimuth, Vicki S.; Van Nevel, J. Paul
The role of news media as gatekeepers controlling the flow of information that the public receives was explored during the 1978 Asbestos Awareness campaign conducted by the Department of Health, Education, and Welfare (HEW). In an effort to inform high risk workers and the general public about the health hazards associated with asbestos exposure, HEW produced and distributed public service announcements (PSA) to radio and television networks and distributed packets of information about asbestos to newspapers. Gallup Polls conducted three times during the campaign indicated an increase in public awareness of asbestos dangers. The results of the follow-up of this model PSA campaign suggested the importance of considering the media's role as gatekeeper when assessing the effectiveness of an information dissemination campaign, particularly the role of print media, which are able to alter information for editorial purposes and may often have sensationalistic priorities for the nature of their coverage of public service topics. (HTH)
Publication Type: Speeches/Meeting Papers; Reports - Research
Education Level: N/A
Sponsor: National Cancer Inst. (NIH), Bethesda, MD.
Authoring Institution: N/A
Identifiers: Asbestos; Gatekeeper Role; Media Role; Public Service Advertising
Note: Paper presented at the Annual Meeting of the International Communication Association (30th, Acapulco, Mexico, May 18-23, 1980).