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Copyright © Allyn & Bacon Copyright © Allyn & Bacon 20002000
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
Copyright © Allyn & Bacon Copyright © Allyn & Bacon 20002000
Noise (Static)Noise (Static)
Noise (Static)Noise (Static)
SourceSource MessageMessage ChannelChannel ReceiverReceiver
FeedbackFeedback
Copyright © Allyn & Bacon Copyright © Allyn & Bacon 20002000
Noise (Static)Noise (Static)
Copyright © Allyn & Bacon Copyright © Allyn & Bacon 20002000
Noise (Static)Noise (Static)
Envelops communication and often inhibits it.
Can take physical forms. Can take intangible forms.
The SourceThe Source
SourceSource MessageMessage ChannelChannel ReceiverReceiver
FeedbackFeedback
Copyright © Allyn & Bacon Copyright © Allyn & Bacon 20002000
Noise (Static)Noise (Static)
Copyright © Allyn & Bacon Copyright © Allyn & Bacon 20002000
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
SourceSource MessageMessage ChannelChannel ReceiverReceiver
FeedbackFeedback
Copyright © Allyn & Bacon Copyright © Allyn & Bacon 20002000
Noise (Static)Noise (Static)
Copyright © Allyn & Bacon Copyright © Allyn & Bacon 20002000
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
SourceSource MessageMessage ChannelChannel ReceiverReceiver
FeedbackFeedback
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Noise (Static)Noise (Static)
Copyright © Allyn & Bacon Copyright © Allyn & Bacon 20002000
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
SourceSource MessageMessage ChannelChannel ReceiverReceiver
FeedbackFeedback
Copyright © Allyn & Bacon Copyright © Allyn & Bacon 20002000
Noise (Static)Noise (Static)
Copyright © Allyn & Bacon Copyright © Allyn & Bacon 20002000
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
SourceSource MessageMessage ChannelChannel ReceiverReceiver
FeedbackFeedback
Copyright © Allyn & Bacon Copyright © Allyn & Bacon 20002000
Noise (Static)Noise (Static)
Copyright © Allyn & Bacon Copyright © Allyn & Bacon 20002000
FeedbackFeedback
Is the receiver’s reaction, as interpreted by the source, to the message.
Is an indispensable part of communication.
Copyright © Allyn & Bacon Copyright © Allyn & Bacon 20002000
The Key To The Key To CommunicationCommunication
If there is a breakdown anywhere in the communication process, communication does not occur.
Copyright © Allyn & Bacon Copyright © Allyn & Bacon 20002000
The Magic Bullet TheoryThe Magic Bullet Theory
Mass MediaMass Media
PublicPublic
Copyright © Allyn & Bacon Copyright © Allyn & Bacon 20002000
The Magic Bullet TheoryThe Magic Bullet Theory
Mass MediaMass Media
PublicPublic
Copyright © Allyn & Bacon Copyright © Allyn & Bacon 20002000
Two-Step Theory of Mass Two-Step Theory of Mass CommunicationsCommunications
Mass MediaMass Media
PublicPublic
Opinion LeadersOpinion Leaders
Copyright © Allyn & Bacon Copyright © Allyn & Bacon 20002000
Two-Step Theory of Mass Two-Step Theory of Mass CommunicationsCommunications
Mass MediaMass Media
PublicPublic
Opinion LeadersOpinion Leaders
Copyright © Allyn & Bacon Copyright © Allyn & Bacon 20002000
N-Step Theory of Mass N-Step Theory of Mass CommunicationsCommunications
Mass MediaMass Media
PublicPublic
Op Op LdrsLdrs
Op Op LdrsLdrs
Op Op LdrsLdrs
Op Op LdrsLdrs
Copyright © Allyn & Bacon Copyright © Allyn & Bacon 20002000
N-Step Theory of Mass N-Step Theory of Mass CommunicationsCommunications
Mass MediaMass Media
PublicPublic
Op Op LdrsLdrs
Op Op LdrsLdrs
Op Op LdrsLdrs
Op Op LdrsLdrs
Copyright © Allyn & Bacon Copyright © Allyn & Bacon 20002000
N-Step Theory of Mass N-Step Theory of Mass CommunicationsCommunications
Mass MediaMass Media
PublicPublic
Op Op LdrsLdrs
Op Op LdrsLdrs
Op Op LdrsLdrs
Op Op LdrsLdrs
Copyright © Allyn & Bacon Copyright © Allyn & Bacon 20002000
N-Step Theory of Mass N-Step Theory of Mass CommunicationsCommunications
Mass MediaMass Media
PublicPublic
Op Op LdrsLdrs
Op Op LdrsLdrs
Op Op LdrsLdrs
Op Op LdrsLdrs
Copyright © Allyn & Bacon Copyright © Allyn & Bacon 20002000
The Diffusion TheoryThe Diffusion Theory
Mass MediaMass Media
IndividuaIndividualsls
IndividuaIndividualsls
IndividuaIndividualsls
IndividuaIndividualsls
IndividuaIndividualsls
IndividuaIndividualsls
Copyright © Allyn & Bacon Copyright © Allyn & Bacon 20002000
The Diffusion TheoryThe Diffusion Theory
Mass MediaMass Media
IndividuaIndividualsls
IndividuaIndividualsls
IndividuaIndividualsls
IndividuaIndividualsls
IndividuaIndividualsls
IndividuaIndividualsls
Copyright © Allyn & Bacon Copyright © Allyn & Bacon 20002000
The Agenda-Setting The Agenda-Setting HypothesisHypothesis
Mass MediaMass Media
PublicPublic
Copyright © Allyn & Bacon Copyright © Allyn & Bacon 20002000
The Agenda-Setting The Agenda-Setting HypothesisHypothesis
Mass MediaMass Media
PublicPublic
Copyright © Allyn & Bacon Copyright © Allyn & Bacon 20002000
Uses and Gratifications Uses and Gratifications TheoryTheory
Mass MediaMass Media
PublicPublic
Message blocked
Copyright © Allyn & Bacon Copyright © Allyn & Bacon 20002000
Uses and Gratifications Uses and Gratifications TheoryTheory
Mass MediaMass Media
PublicPublic
Message received
Copyright © Allyn & Bacon Copyright © Allyn & Bacon 20002000
Uses and Gratifications Uses and Gratifications TheoryTheory
Mass MediaMass Media
PublicPublic
Interactive
Copyright © Allyn & Bacon Copyright © Allyn & Bacon 20002000
Uses and Gratifications Uses and Gratifications TheoryTheory
Mass MediaMass Media
PublicPublic
Self-selected messages
Copyright © Allyn & Bacon Copyright © Allyn & Bacon 20002000
Maslow’s Hierarchy of Maslow’s Hierarchy of NeedsNeeds
Physiological Safety Acceptance Self-esteem Self-actualization
Copyright © Allyn & Bacon Copyright © Allyn & Bacon 20002000
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
Copyright © Allyn & Bacon Copyright © Allyn & Bacon 20002000
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.
Copyright © Allyn & Bacon Copyright © Allyn & Bacon 20002000
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.
Copyright © Allyn & Bacon Copyright © Allyn & Bacon 20002000
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.
Copyright © Allyn & Bacon Copyright © Allyn & Bacon 20002000
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.