Full Text

Planned Social Change through Communication

Douglas M. McLeod


Planned social change is the result of an intervention by a change agent (an individual or organization that seeks to induce change) in order to transform the nature of human communities, most often as a response to some perceived problem such as health risks, environmental crises, political instability, economic hardships, underdeveloped infrastructures, and recovery from natural disasters. Thus, there are a variety of contexts in which planned social change is practiced including →  Health Communication , political transformation, crisis management (→  Crisis Communication ), technological innovation, and →  modernization. Across each of these areas, the predominant goal is to improve the quality of life and the standard of living within a given social system. Ostensibly, the goal of planned social change is the betterment of society, though there may be no consensus on which goals of the campaign are most important and indeed whether they are socially desirable at all. Most planned social change campaigns can be divided into three basic phases . First, there is a planning stage in which all relevant situational information is assessed and strategies are formulated. Second, there is an implementation phase in which campaign strategies are put into action. Finally, there is an evaluation phase in which the performance of the campaign is assessed so that future campaigns can benefit ... log in or subscribe to read full text

Log In

You are not currently logged-in to Blackwell Reference Online

If your institution has a subscription, you can log in here:


     Forgotten your password?

Find out how to subscribe.

Your library does not have access to this title. Please contact your librarian to arrange access.

[ access key 0 : accessibility information including access key list ] [ access key 1 : home page ] [ access key 2 : skip navigation ] [ access key 6 : help ] [ access key 9 : contact us ] [ access key 0 : accessibility statement ]

Blackwell Publishing Home Page

Blackwell Reference Online ® is a Blackwell Publishing Inc. registered trademark
Technology partner: Semantico Ltd.

Blackwell Publishing and its licensors hold the copyright in all material held in Blackwell Reference Online. No material may be resold or published elsewhere without Blackwell Publishing's written consent, save as authorised by a licence with Blackwell Publishing or to the extent required by the applicable law.

Back to Top