CCP Graduate Seminar Series

Introduction toTheories of Communication Effects

A service of the

Communication Science & ResearchResource Group

There is nothing so practical as a good theory that worksTheory is an explanation of how something

happens, based on observation

• Lay theories• Scientific theories

What’s the difference?How complete is the evidence?How systematically was it gathered?

There is nothing so practical as a good theory that worksGuide for positioning a program

Why should we use this approach? Guide for program/audience analysis

What should I be looking at?Guide for program design

How should I craft a message?Guide for research design

What should I measure?

Recap: Theory mapMODEL STAGE (Early --> Late)

Messagelearning

Reasonedaction

Sociallearning

Diffusion

• Ideation• Social change• Fear

management

Attention…….Comprehension…….Yielding…..Retention……………….. Action

Attitudes Subjective norms.….Intention to act……………………………. Action Perceived control

Attention...Retention...Reproduction...Motivation…………………..Performance

Knowledge……Persuasion...Decision…….Implementation….Confirmation

Knowledge

Putting it to work

Confirmation

Attitudes

Persuasion

Implementation

Where is your audience?What can you tell them and how?

Types of theories

Communication theories• How does communication cause change?• What types of messages work & for

whom?

Program theories• How do interventions work?• Combinations of elements?• Placement?• Positioning?

Next Series?

Program theories?Applications of communication theories?Other?

Looking ahead