Type of Document	Master's Thesis
Author	Borden, Nancy Leah
Author's Email Address	nborde1@lsu.edu
URN	etd-07072006-165000
Title	Target Audiences and Communication Channels of Lighten Up Programs in the United States
Degree	Master of Mass Communication (M.M.C.)
Department	Mass Communication
Advisory Committee	Advisor Name Title Lisa K. Lundy Committee Chair Judith Sylvester Committee Member Margaret DeFleur Committee Member
Keywords	diffusion of innovations audience segmentation communication channels social marketing lighten up
Date of Defense	2006-06-26
Availability	unrestricted
Abstract Several Lighten Up programs around the United States were qualitatively studied in efforts to determine their target audiences and the communication channels used to reach these audiences. To guide this study, principles from the social marketing framework and the diffusion of innovations theory were applied. Several Lighten Up program executive directors and other high-ranking individuals in charge of the programs were interviewed in-depth to answer questions pertaining to target audiences and communication channels. Inductive data analysis illustrated that programs did not segment their target audiences, that more programs depended on interpersonal and group communication than mass communication, and finally, that programs relied on opinion leaders, innovators, and early adopters to diffuse the program. This one-dimensional view of the audience and the lack of research also found caused the Lighten Up programs studied to have two of the symptoms of organization-centered programs.
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