Author's Keywords: Communication for Development, Public Relations, Campaign Strategies, Framing, Latinos, Florida, George W. Bush, Dick Cheney, John Edwards, John Kerry, Empowerment, Communication, Presidential Election, Frames, content analysis, Multicultural, Mobilizatio	Convention Submission, Review, and Scheduling! All Academic Convention can help with all of your abstract management needs and many more. Contact us today for a quote! Submission - Custom fields, multiple submission types, tracks, audio visual, multiple upload formats, automatic conversion to pdf. Review - Peer Review, Bulk reviewer assignment, bulk emails, ranking, z-score statistics, and multiple worksheets! Reports - Many standard and custom reports generated while you wait. Print programs with participant indexes, event grids, and more! Scheduling - Flexible and convenient grid scheduling within rooms and buildings. Conflict checking and advanced filtering. Communication - Bulk email tools to help your administrators send reminders and responses. Use form letters, a message center, and much more! Management - Search tools, duplicate people management, editing tools, submission transfers, many tools to manage a variety of conference management headaches! Click here for more information.
Association: Name: International Communication Association URL: http://www.icahdq.org
Citation: URL: http://www.allacademic.com/meta/p92477_index.html Direct Link: HTML Code:

Martinez, Jr., Belio A.. "Public Relations Development Campaign Strategies for Mobilizing Florida Latinos: Political Framing of Healthcare Coverage Issue." Paper presented at the annual meeting of the International Communication Association, Dresden International Congress Centre, Dresden, Germany, <Not Available>. 2008-10-09 <http://www.allacademic.com/meta/p92477_index.html>

Martinez, Jr., B. A. "Public Relations Development Campaign Strategies for Mobilizing Florida Latinos: Political Framing of Healthcare Coverage Issue." Paper presented at the annual meeting of the International Communication Association, Dresden International Congress Centre, Dresden, Germany Online <PDF>. 2008-10-09 from http://www.allacademic.com/meta/p92477_index.html

Publication Type: Conference Paper/Unpublished Manuscript Abstract: This research uses framing theory and the key concepts of empowerment and communication from the field of communication for development to formulate a model for assessing campaign frames used in mobilization efforts. The results of this study are a series of frames used by the Bush/Cheney and Kerry/Edwards U.S. presidential campaigns in 2004 to address the issue of healthcare coverage in America with the Latino population. Five distinct frames emerged from a content analysis of 107 public relations strategies. These frames were used in public relations campaigns strategies to encourage Latinos to register and vote. The main Bush/Cheney frames were the Bush Agenda for America frame, the Combative frame: Bush Policy vs. Kerry Policy and the Latino American Dream frame. The chief Kerry/Edwards campaign frames were the Stronger America frame, and the Failure and Struggle frame. These frames showed the distinct ways in which each political campaign belabored to balance empowerment mobilization efforts with the conflict-driven nature of election contests. The analysis and conclusions in this study highlight the importance of resorting to key values, morals and culturally relevant language, code words and catchphrases when designing campaign strategies targeting ethnic minorities. Additionally, these findings demonstrate the way professionals in the communication field may use this analytical model to measure difficult to measure concepts such as power, ideology, hegemony and culture. This postmodern approach to appraise campaign messages will hopefully empower professionals to better design and evaluate public relations campaign strategies in today’s multicultural society.

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