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Public Relations Fundamentals > Lecture / Chapter 5 > Flashcards

Lecture / Chapter 5 Flashcards

1
Q

Berlo

A

comms broken into noise, source, message, channel, receiver, feedback

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2
Q

noise

A

aka static - envelopes and inhibits comms, in physical and intangible forms - external and internal factors (emotional blocking/barriers)

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3
Q

source (berlo)

A

where comm originaties - first. part of cyoorientation model - how source is viewed can help/hinder comms, relies on credibility

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4
Q

message

A

content - requires knowledge of purpose AND receiver. must be relevant and understood

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5
Q

channel

A

medium used to transmit message to intended receiver - must be relevant/credible to recipient, should be strategic

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6
Q

receiver

A

for whom message is intended - second part of co-orientation model. need to know how they view source and vice versa

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7
Q

feedback

A

receivers reaction to message, as interpreted by source. Needed for true comms

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8
Q

magic bullet theory

A

that mass media wields great power over audiences - influence anyone to do anything w right message - people are weak-willed/unable to resists

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9
Q

two-step theory

A

mass media influences key opinion leaders, who then influence opinions/actions of society

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10
Q

Key opinion leaders

A

public officials, executives, religious leaders

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11
Q

N-step theory

A

different people are credible in different contexts - mass media to VARIOUS opinion leaders to public - can vary from issue to isseu

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12
Q

social diffusion theory

A

people have power to influence members of their own peer group - mass/SM to individuals to other individuals

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13
Q

agenda-setting hypothesis

A

mass media don’t tell people what to think but what to think about - set public agenda, lots of input from various sources to mass media, then filtered out to public

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14
Q

agenda building

A

process where journalists emphasize certain events/issues over others - determined by hierarchy of social influences (economic conditions, cultural/ideological variables, media ownership structure, media trends)

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15
Q

revealed propaganda

A

message overt in effort to persuade ie ads

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16
Q

concealed propaganda

A

ie publicity generated from distribution of news releases

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17
Q

uses and gratification theory

A

belief public has power to pick/choose channels of information. Receivers are not passive - are gatekeepers

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18
Q

spin doctors

A

coined in 1984 NYT editorial - described Reagan/mondale’s supporters in pressroom all asserting THEIR candidate won debate

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19
Q

framing

A

entrain. Communicating idea in way audience is influenced by the way it is expressed, can be intentional or unintentional

20
Q

priming theory

A

people make judgements about complex issues based on pieces of easily accessible memory - can “prime” memories of audience to see matters in favourable light

21
Q

Maslow’s hierarchy of needs

A

explain how people determine self interests. more basic needs must be fulfilled before needs higher up pyramid. base level = physiological, then safety, then acceptance/love, then esteem/self-esteem, then self-actualization

22
Q

Monroe’s motivated sequence

A

organizational pattern for persuasive messages - attention, need, satisfaction, visualization, action

23
Q

attention (Monroe)

A

use dramatic story/quote/statistic - tell audience why topic is important to them

24
Q

Need (Monroe)

A

show problem exists and won’t go away by itself, use relevant examples

25
Q

satisfaction (Monroe)

A

when need is shown, offer reasonable and useful solutions to address need

26
Q

visualization

A

explicitly tell audience the consequences of choices if nothing done to solve problem

27
Q

action (monroe)

A

tell audience what they can do - make sure actions are explicitly stated

28
Q

Aristotle

A

Persuasion takes 3 forms –logos (appeal to reason), pathos (appeal to emotion), ethos (appeal based on personality/character)

29
Q

compliance-gaining tactic

A

persuasion. appropriate for PR practitioners bc involves identifying common interests and promoting mutually beneficial actions = two way communication

30
Q

belief

A

building block of public opinion - commitment to a particular idea/concept based on personal experience and/or credible external authority

31
Q

attitude

A

when belief affects way we behave aka behavioural inclination

32
Q

opinion

A

when attitude is strong enough to inspire you to share with others - expressed behavioural inclination - verbal/nonverbal

33
Q

public opinion

A

average behavioural inclination - taking into account wide range of positions people have on same issue

34
Q

latent public opinion

A

result of people have varying degrees of interest in topic/issue but unaware of interests of others

35
Q

aware public opinion

A

when people grow aware of emerging interest

36
Q

active public opinion

A

when people act - formally/informally, not usually in unison – to influence opinions/actions of others

37
Q

cognitive dissonance

A

a mental disturbance caused by encountering info that contradicts beliefs - people tend to avoid/block

38
Q

evolution of public opinion

A
  1. already present mass sentiment 2. issue interjected into consensus 3. individuals coalesce into like-minded publics 4. public/private debate ensues b/w publics 5. time passes 6. debate leads to consensus = public opinion 7. public opinion leads to social action 8. issue evolves into social value
39
Q

change theory:

A

attempts to define forces that influence events and lead to desired outcome (Lewin) - unfreeze, change, freeze

40
Q

unfreeze (change theory Lewin)

A

planning/prepareing stakeholders for change - communicate how benefits outweigh risks

41
Q

change (change theory Lewin)

A

process of redirecting resources, cultures, values in desired directions

42
Q

freeze (change theory, Lewin)

A

establish stability, lock desired change in place

43
Q

force field analysis

A

tool in managing change, inspired by Lewin theory. graphic depictions of positive/driving forces that promote change and negative/restraining forces that inhibit

44
Q

manipulation

A

something underhanded - not what we should do to public

45
Q

Weaver/Shannon Model

A

Source ––> Message –––> Channel –––> Receiver –––> Feedback –––> Source

46
Q

Narrative model of mass communication

A

who (source) says what (message) through what medium (channel) to whom (audience) to what effect (change in belief/perception

Public Relations Fundamentals (7 decks)

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