Hoorcollege 2 Flashcards
(17 cards)
4 categories of communication (Grunig and Hunt 1984)
- Press agentry > Propaganda, oneway, source to receiver
- Public information > Sender to receiver but truth is essential
- Two-way asymmetric > Scientific persuasion. two-way, sender listens to feedback from receiver but still want to persuade people to change their behavior.
- Two-way symmetric > Mutual understanding. two-way from group to group.
Steps of the PR process
Research and insight
Planning
Communication
Evaluation
Organization relationship onion
onion illustrates 3 broad categories of relationships surrounding by protective skin (reputation).
3 categories: organisation, customers, other public or SH
Overlap marketing and PR
Marketing = focused on selling product and service to customers PR = focused on selling but also on relationships with SH investors political audience etc
Communication levels (Berger 1995)
Intrapersonal
Interpersonal
Small group communication
Mass communication
4 Basic communication models
- Laswell, who what in which channel to whom with what effect?
- Shannon & Weaver: develop Laswell with noise during communication flow
- Schramm: Circular model, comm as two-wat process
- McLeod & Chaffee: Co-orientation model. Builds on idea that comm is endless and takes equal relationships into account.
5 mass communication models
- Hypodermic/ Magic bullet model: Audience passive, react same to messages send
- Katz & Lazerfield: two step flow theory, introduces opinion leader and that people think instead of just taking everything in
- Agenda setting: mass media contributes to telling people what to think about
- Westley-McLean model of communication. Roles in comm process. sender to receiver but with gatekeeper in the middle.
- Maletzke model: Comm process from social psychological point of view. Attention to motivaes, environment culture etc. also uses & gratifications theory.
Aristotle concept of persuasion
Pathos: credibility
Ehtos: emotional appeal
Logos: using reason
Kiaros: opportune moment
Five canons of Rhetoric (Leith 2012)
Guide for speeches and argument with strong emotional appeal:
- Invention (develop arguments)
- Arrangement ( organising arguments)
- Style (how you present arguments)
- Memory (dont get distracted by reading)
- Delivery (tone and gestures)
Five State Process of Designing Rhetorical Communication (Lilleker 2006)
- Identify the problem
- Identify audience
- Identify audiences norms fears and values
- Translate problem into audiences interpretive system and create message
- Deliver the message
Cognitive Dissonance theory (Festinger 1957)
People seek out for information that agrees with their existing beliefs
Social Judgement theory (Sherif & Hovland 1961)
How individuals judge different messages which they receive based on their own beliefs
Elaboration likelihood model (ELM; Petty & Cacioppo 1986)
Focus on understanding audience before message and how motivated the audience is to think about the message. 2 routes: central rout (audience is motivated and interested) & Peripheral route (Need to create motivation and change belief)
Narrative paradigm (Fisher 1984)
Key to influence is through narrative and storytelling. Narrative paradigm and rational word paradigm are 2 camps.
What is semiotics
The study how people use and understand information to create their own meaning
4 types of meaning of words
- Denotative (literal standard meaning)
- Connotative (implied, suggested meaning)
- Ambiguous (where the same word means 2 different things)
- Polysemic (individuals can gain different meanings from the same words: black cat)
Framing
To select some aspects of a reality and make them more salient in a communicating context. In such way to promote a particular problem definition (ex yoghurt 20% fat or yoghurt 80% fat free!)
