How to keep Rosie the riveter from contracting VD: A case study of how U.S. social reformers used public relations during World War II |
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| Institution: | 1. Department of Communication, School of Communication and Information, Rutgers, The State University of New Jersey, 4 Huntington Street, New Brunswick, NJ, 08901, United States;2. Annenberg School for Communication and Journalism, University of Southern California, 3502 Watt Way, Los Angeles, CA, 90089, United States;1. Jack J. Valenti School of Communication, 101 Communication Bldg., University of Houston, Houston, TX, 77204-3002, United States;2. Department of Communication, 16 Garey Hall, Villanova University, Villanova, PA 19085, United States;1. Moody College of Communication, University of Texas at Austin, United States;2. Neeley School of Business, Texas Christian University, United States;3. Faculty of Business and Information Technology, University of Ontario Institute of Technology, Canada;1. Republic of Korea Army, Republic of Korea;2. University of Tennessee, United States;1. Annenberg School for Communication and Journalism, University of Southern California, 3502 Watt Way, Los Angeles, CA, 90089-0281, United States;2. School of Media and Culture, Virginia Commonwealth University, 901 West Main Street, Room 2216, Richmond, VA, 23284, United States |
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| Abstract: | Much of public relations historiography on World War II focuses on the government uses of the function. This study fills a gap in the literature by exploring how a non-governmental organization called the American Social Hygiene Association (ASHA) used persuasion communication efforts to enlist the aid of management, labor, and local communities in the United States in the control of venereal disease (VD) rates. The case study advances a more diverse understanding of how activists have utilized public relations and found that the social reformers’ use of persuasive communications strategies and activities aligned with the view of public relations as the strategic and intentional participation in the social construction of meaning to achieve a planned outcome. |
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| Keywords: | Social morality Sex education World War II Social hygiene Activism |
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