Lecture / Chapter 5 Flashcards
Berlo
comms broken into noise, source, message, channel, receiver, feedback
noise
aka static - envelopes and inhibits comms, in physical and intangible forms - external and internal factors (emotional blocking/barriers)
source (berlo)
where comm originaties - first. part of cyoorientation model - how source is viewed can help/hinder comms, relies on credibility
message
content - requires knowledge of purpose AND receiver. must be relevant and understood
channel
medium used to transmit message to intended receiver - must be relevant/credible to recipient, should be strategic
receiver
for whom message is intended - second part of co-orientation model. need to know how they view source and vice versa
feedback
receivers reaction to message, as interpreted by source. Needed for true comms
magic bullet theory
that mass media wields great power over audiences - influence anyone to do anything w right message - people are weak-willed/unable to resists
two-step theory
mass media influences key opinion leaders, who then influence opinions/actions of society
Key opinion leaders
public officials, executives, religious leaders
N-step theory
different people are credible in different contexts - mass media to VARIOUS opinion leaders to public - can vary from issue to isseu
social diffusion theory
people have power to influence members of their own peer group - mass/SM to individuals to other individuals
agenda-setting hypothesis
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
agenda building
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)
revealed propaganda
message overt in effort to persuade ie ads
concealed propaganda
ie publicity generated from distribution of news releases
uses and gratification theory
belief public has power to pick/choose channels of information. Receivers are not passive - are gatekeepers
spin doctors
coined in 1984 NYT editorial - described Reagan/mondale’s supporters in pressroom all asserting THEIR candidate won debate
framing
entrain. Communicating idea in way audience is influenced by the way it is expressed, can be intentional or unintentional
priming theory
people make judgements about complex issues based on pieces of easily accessible memory - can “prime” memories of audience to see matters in favourable light
Maslow’s hierarchy of needs
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
Monroe’s motivated sequence
organizational pattern for persuasive messages - attention, need, satisfaction, visualization, action
attention (Monroe)
use dramatic story/quote/statistic - tell audience why topic is important to them
Need (Monroe)
show problem exists and won’t go away by itself, use relevant examples
satisfaction (Monroe)
when need is shown, offer reasonable and useful solutions to address need
visualization
explicitly tell audience the consequences of choices if nothing done to solve problem
action (monroe)
tell audience what they can do - make sure actions are explicitly stated
Aristotle
Persuasion takes 3 forms –logos (appeal to reason), pathos (appeal to emotion), ethos (appeal based on personality/character)
compliance-gaining tactic
persuasion. appropriate for PR practitioners bc involves identifying common interests and promoting mutually beneficial actions = two way communication
belief
building block of public opinion - commitment to a particular idea/concept based on personal experience and/or credible external authority
attitude
when belief affects way we behave aka behavioural inclination
opinion
when attitude is strong enough to inspire you to share with others - expressed behavioural inclination - verbal/nonverbal
public opinion
average behavioural inclination - taking into account wide range of positions people have on same issue
latent public opinion
result of people have varying degrees of interest in topic/issue but unaware of interests of others
aware public opinion
when people grow aware of emerging interest
active public opinion
when people act - formally/informally, not usually in unison – to influence opinions/actions of others
cognitive dissonance
a mental disturbance caused by encountering info that contradicts beliefs - people tend to avoid/block
evolution of public opinion
- 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
change theory:
attempts to define forces that influence events and lead to desired outcome (Lewin) - unfreeze, change, freeze
unfreeze (change theory Lewin)
planning/prepareing stakeholders for change - communicate how benefits outweigh risks
change (change theory Lewin)
process of redirecting resources, cultures, values in desired directions
freeze (change theory, Lewin)
establish stability, lock desired change in place
force field analysis
tool in managing change, inspired by Lewin theory. graphic depictions of positive/driving forces that promote change and negative/restraining forces that inhibit
manipulation
something underhanded - not what we should do to public
Weaver/Shannon Model
Source ––> Message –––> Channel –––> Receiver –––> Feedback –––> Source
Narrative model of mass communication
who (source) says what (message) through what medium (channel) to whom (audience) to what effect (change in belief/perception
