The soft sell : understanding the shared values initiative through the lens of the theory of planned behavior
No Thumbnail Available
Authors
Meeting name
Sponsors
Date
Journal Title
Format
Thesis
Subject
Abstract
This research provides an analysis of the Shared Values Initiative (SVI) through the lens of the Theory of Planned Behavior (TPB) in order to both better understand the program and to explore how an academic advertising theory can help shape foreign policy programs. This research concludes that while neither TPB nor any other advertising theory was explicitly used in the inception, development, and implementation of the SVI, advertising approaches can certainly be seen in the final texts of the initiative. This research used a dual-method qualitative case study approach through semistructured interviews and rhetorical analysis to better understand the key components of the SVI--five "mini-documentaries" that attempted to persuade Muslims in the Middle East of the mutual supportability of U.S. culture and the Islamic way of life. These videos focused on shifting the social norms and overall belief of this claim in order to ultimately produce favorable intentions and outcomes of the viewers.
Table of Contents
DOI
PubMed ID
Degree
M.A.
Thesis Department
Rights
OpenAccess.
License
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivs 3.0 License. Copyright held by author.