Lecture / Chapter 5

Question 1

Berlo

Answer 1

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

Question 2

noise

Answer 2

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

Question 3

source (berlo)

Answer 3

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

Question 4

message

Answer 4

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

Question 5

channel

Answer 5

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

Question 6

receiver

Answer 6

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

Question 7

feedback

Answer 7

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

Question 8

magic bullet theory

Answer 8

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

Question 9

two-step theory

Answer 9

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

Question 10

Key opinion leaders

Answer 10

public officials, executives, religious leaders

Question 11

N-step theory

Answer 11

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

Question 12

social diffusion theory

Answer 12

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

Question 13

agenda-setting hypothesis

Answer 13

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

Question 14

agenda building

Answer 14

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)

Question 15

revealed propaganda

Answer 15

message overt in effort to persuade ie ads

Question 16

concealed propaganda

Answer 16

ie publicity generated from distribution of news releases

Question 17

uses and gratification theory

Answer 17

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

Question 18

spin doctors

Answer 18

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

Question 19

framing

Answer 19

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

Question 20

priming theory

Answer 20

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

Question 21

Maslow’s hierarchy of needs

Answer 21

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

Question 22

Monroe’s motivated sequence

Answer 22

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

Question 23

attention (Monroe)

Answer 23

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

Question 24

Need (Monroe)

Answer 24

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

Question 25

satisfaction (Monroe)

Answer 25

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

Question 26

visualization

Answer 26

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

Question 27

action (monroe)

Answer 27

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

Question 28

Aristotle

Answer 28

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

Question 29

compliance-gaining tactic

Answer 29

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

Question 30

belief

Answer 30

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

Question 31

attitude

Answer 31

when belief affects way we behave aka behavioural inclination

Question 32

opinion

Answer 32

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

Question 33

public opinion

Answer 33

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

Question 34

latent public opinion

Answer 34

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

Question 35

aware public opinion

Answer 35

when people grow aware of emerging interest

Question 36

active public opinion

Answer 36

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

Question 37

cognitive dissonance

Answer 37

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

Question 38

evolution of public opinion

Answer 38

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

Question 39

change theory:

Answer 39

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

Question 40

unfreeze (change theory Lewin)

Answer 40

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

Question 41

change (change theory Lewin)

Answer 41

process of redirecting resources, cultures, values in desired directions

Question 42

freeze (change theory, Lewin)

Answer 42

establish stability, lock desired change in place

Question 43

force field analysis

Answer 43

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

Question 44

manipulation

Answer 44

something underhanded - not what we should do to public

Question 45

Weaver/Shannon Model

Answer 45

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

Question 46

Narrative model of mass communication

Answer 46

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