Copyright © Allyn & Bacon 2000 Communication Theory and Public Opinion Chapter 5 Public...

Communication Communication Theory and Public Theory and Public

OpinionOpinionChapter 5Public Relations:

A Values-Driven Approach

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The Communication ModelThe Communication Model

SourceSource MessageMessage ChannelChannel ReceiverReceiver

FeedbackFeedback

Noise (Static)Noise (Static)

FeedbackFeedback

Envelops communication and often inhibits it.

Can take physical forms. Can take intangible forms.

The SourceThe Source

FeedbackFeedback

The SourceThe Source

Is where communication originates.

Needs to know who the receivers are.

Needs to be seen as credible. Needs to know what kind of

message is best suited to a particular audience.

The MessageThe Message

FeedbackFeedback

The MessageThe Message

Is the content of communication.

Confronts a serious challenge: getting people to pay attention.

Must be relevant. Must be understood.

The ChannelThe Channel

FeedbackFeedback

The ChannelThe Channel

Is the medium (or media) used to transmit the message.

Must be seen as relevant. Must be seen as credible.

The ReceiverThe Receiver

FeedbackFeedback

The ReceiverThe Receiver

Is the person or persons for whom the message is intended.

Is most receptive to messages that specifically target the receiver’s interests and values.

FeedbackFeedback

Is the receiver’s reaction, as interpreted by the source, to the message.

Is an indispensable part of communication.

The Key To The Key To CommunicationCommunication

If there is a breakdown anywhere in the communication process, communication does not occur.

The Magic Bullet TheoryThe Magic Bullet Theory

Mass MediaMass Media

PublicPublic

The Magic Bullet TheoryThe Magic Bullet Theory

PublicPublic

Two-Step Theory of Mass Two-Step Theory of Mass CommunicationsCommunications

PublicPublic

Opinion LeadersOpinion Leaders

Two-Step Theory of Mass Two-Step Theory of Mass CommunicationsCommunications

PublicPublic

Opinion LeadersOpinion Leaders

N-Step Theory of Mass N-Step Theory of Mass CommunicationsCommunications

PublicPublic

Op Op LdrsLdrs

PublicPublic

Op Op LdrsLdrs

PublicPublic

Op Op LdrsLdrs

PublicPublic

Op Op LdrsLdrs

The Diffusion TheoryThe Diffusion Theory

IndividuaIndividualsls

The Diffusion TheoryThe Diffusion Theory

IndividuaIndividualsls

The Agenda-Setting The Agenda-Setting HypothesisHypothesis

PublicPublic

The Agenda-Setting The Agenda-Setting HypothesisHypothesis

PublicPublic

Uses and Gratifications Uses and Gratifications TheoryTheory

PublicPublic

Message blocked

PublicPublic

Message received

PublicPublic

Interactive

PublicPublic

Self-selected messages

Maslow’s Hierarchy of Maslow’s Hierarchy of NeedsNeeds

Physiological Safety Acceptance Self-esteem Self-actualization

Aristotle’s Forms of Aristotle’s Forms of PersuasionPersuasion

Logos -- an appeal to reason Pathos -- an appeal to emotions Ethos -- an appeal based upon

personality or character

PersuasionPersuasion

When practiced at its highest level, public relations identifies common interests and promotes actions that are mutually beneficial.

In this context, persuasion is an appropriate compliance gaining tactic.

How Public Opinion How Public Opinion EvolvesEvolves

It starts with an already present mass sentiment.

It begins to evolve when an issue is interjected into that consensus.

Like-minded individuals coalesce into a public.

Various publics engage in public and private debate.

How Public Opinion How Public Opinion EvolvesEvolves

Time passes and people make up their minds.

The debate leads to a consensus, which is known as public opinion.

Public opinion evolves into some form of social action.

The issue evolves into a social value, and the process begins anew.

Persuasion versus Persuasion versus ManipulationManipulation

Manipulation suggests something underhanded.

Short-term gains are short-lived. Manipulation comes with a cost:

credibility. Those who seek to master public

opinion often become a slave to it.

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