Acceso usuarios
Purpose – The purpose of this paper is to establish if the use of change agency aides can have an effect on a specific target group in a public information campaign. The target group is elderly citizens.
Design/methodology/approach – Using both diffusion theory and social network theory the theoretical concept for the interpersonal network communication campaign is presented. The object of this study is the analogue terrestrial television (ATT) switch-off in Denmark. The units of analysis are the whole Danish population and elderly Danish citizens. The rate of awareness-knowledge of the ATT switch-off among all Danish households and the rate of awareness-knowledge of the ATT switch-off among elderly citizens aged 65+ were measured.
Findings – In the three month campaign period the double-digit gab (12 percent) was reduced to a 2 percent gap. It appears that interpersonal network communication can have an effect, with respect to elderly citizens who are targeted by change agent aides.
Research limitations/implications – It is a limitation of this study that the change agent aides were not monitored and surveyed systematically to document their effort.
Practical implications – It is likely that the use of change agent aides can make sense with respect to other target groups. However, the use of change agent aides will not necessarily work with any subject matter. Who can benefit from using change agent aides, can vary from subject matter to subject matter, and with the complexity of the subject matter.
Social implications – In some instances society has an obligation to make sure that people who are communicatively and socially isolated, dyslectic, old, physically and mentally challenged, and/or anti-media are also informed. With this in mind interpersonal network communication also has relevance as part of future public information campaigns.
Originality/value – Little research appears to have been carried out in recent years. One can only speculate as to why apparently no research has been carried out in recent years, but if practitioners are unsure of the effect of using change agent aides, for instance, they may refrain from using them, and consequently there may not be many cases to study.
