chapter 3 Flashcards
(19 cards)
What are communicator goals?
To persuade, inform, build mutual understanding and motivate
Two step theory?
claims that opinions are formed under the influence of opinion leaders.
PAT JACKSON 5 STEP PROCESS
build awareness, develop inactive readiness, trigger event, intermediate behavior, behavioral change
Dissonance Theory
claims people seek messages that agree with them
Spiral of Silence
communications work best when the majority is silent
Constructivism theory
claims knowledge is constructed not transmitted. You have to first understand and identify the receivers views and then work to challenge and alter them
Gruning HUNT 4 models that DEFINE PR
Publicity, public information, two way asymmetric, two way symmetric
Why is it important for PR to understand communication
To achieve PR communicator goals. and because PR serve as interpreters. PR must use words to build messages that move public’s to action, which requires proper understanding of semantics. Also to avoid controversy .
The MESSAGE consists of?
the content, the medium, the person.
What is the most important part of the message
all 3 components are important but it depends on the target audience and the budget.
What are the various elements that affect communication?
Receiver bias, as everyone is bias and has their perspective. This is affected by stereotypes, symbols, semantics, peers and the media.
effect of stereotypes
influence communication
effect of symbols
powerful persuasion tool and can be positive or negative
effect of semantics
influence perception- abortion vs pro-choice
peers
influence
media
powerful agenda setter
What is meant by media as agenda setter
The media tells us whats important by filtering and shaping reality. By focusing on a few selected issues, they lead the public to perceive these issues as most important.
What is the necessity of feedback in evaluating communication?
Understanding public feedback helps structure future communications as it helps to know what messages are being received, if they are positively or negatively received or even being listened to.
The effects of messages
No effect, attitude changes, attitude crystallization, create doubt.
