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Cmm 207: Communication And Social Influence Question Paper

Cmm 207: Communication And Social Influence

Course:Bachelor Of Science In Communication And Public Relations

Institution: Moi University question papers

Exam Year:2011

MOI UNIVERSITY
SCHOOL OF HUMAN RESOURCE DEVELOPMENT
DEPARTMENT OF COMMUNICATION STUDIES
2ND YEAR 2ND SEMESTER EXAMINATIONS 2011/2012 ACADEMIC YEAR
COURSE CODE: CMM 207
COURSE TITLE: COMMUNICATION AND SOCIAL INFLUENCE
ANSWER FOUR QUESTIONS. QUESTION ONE IS COMPULSORY

1. The government has recently launched a polio vaccination campaign in Western Kenya, following a detection of polio cases between two children in the region. However, the public health officials have noted that a number of parents have refused to bring their children for vaccination.
a. Using Health Belief Theory, explain reasons why some parents may not wish to take their children for vaccination against polio (15 marks)

b. As a communication professional, explain the steps you would take in developing an effective campaign to influence parents to take their children for vaccination (10 marks)

2. Identify two main categories of theories and explain how they aid a communicator in designing persuasive messages (15 marks)

3. a. With reference to Theory of Reasoned Action, explain ways in which attitudes affect human behavior (10 marks)
b. Briefly discuss the major criticisms levelled against the theory of reasoned action (5 marks)

4. Identify and briefly explain any five key differences in approach to commercial advertising campaigns and social csshange communication campaigns (15 marks)

5. With relevance to Social Judgement Theory, explain the ways in which audiences make sense of persuasive messages addressed to them (15 marks)

6. Explain the influence of message related factors on the outcome of any persuasive communication event
(15 marks)

Cmm 207: Communication And Social Influence Question Paper

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