communication models and theories
TRANSCRIPT
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Communication Models and Theories
� Simplest model of communication reflects the work of Shannon and Weaver.
� Model consists of a sender, a message, a channel where the message travels, noise or interference and a receiver.
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Communication Models and Theories
� Often, communicators blame the audience for not accepting a message, but it is often that the sender, encoding process or channels chosen were not applied correctly.
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Communication Models and Theories
� This first model is missing an essential step in the communications process—feedback.
� Without feedback, we don’t know if the receiver received or understood our message.
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Communication Models and Theories
Overcoming barriers to effective communication:
� Design and deliver message so that it gets the attention of intended audience.
� Relate to common experiences between the source and destination.
� Offer a way to meet personality needs appropriate to the group situation the receiver is in at the time you want that receiver to respond.
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Communication Models and Theories
From Wilbur Schramm:
� Communication is something people do.
� There is no meaning in a message except what people put into it.
� To understand human communication process, one must understand how people relate to each other.
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Communication Models and Theories
Wilbur Schramm’s Modifications:
� Added to the model the context of the relationship, and how that relationship will affect Communicator A and Communicator B.
� Included the social environment in the model, noting that it will influence the frame of reference of both Communicator A and B.
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Communication Models and Theories
Walter Lippmann’s barriers to effective communication include:
� Artificial censorship.
� Gatekeepers in the media.
� Shrinking news holes.
� Limitation of social contact.
� Meager time for paying attention.
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Communication Models and Theories
The Seven Cs of Communication help overcome barriers:
1. Clarity
2. Credibility
3. Content
4. Context
5. Continuity
6. Capability
7. Channels
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Communication Models and Theories
The Hawthorne Effect:
� We don’t always need words to communicate.
� Example: A company that could not afford raises, instead repainted and refreshed the workspace.
� As a result, employee productivity increased.
� Researchers concluded improvements communicated the message “We care” to employees.
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The Public Opinion Process
Grunig identified four types of publics based on the way they behave toward messages and issues:
1. All-issue publics
2. Apathetic publics
3. Single-issue publics
4. Hot-issue publics
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The Public Opinion Process
Grunig also identified another way of labeling publics:
1. Nonpublics
2. Latent publics
3. Aware publics
4. Active publics
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The Public Opinion Process
� The types of publics are important to the process of public opinion because influencing each of them will require different tactics.
� We must also consider the elements that make up public opinion: opinion, belief, attitude and value.
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The Public Opinion Process
� Opinion – View formed in the mind about a particular matter.
� Belief – State or habit in which trust or confidence is placed in some person or thing.
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The Public Opinion Process
� Attitude – Mental position with regard to fact or state; a feeling or emotion toward a fact or state.
� Value – Something intrinsically valuable or desirable; something esteemed.
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The Public Opinion Process
What happens when individual opinions merge into public opinion?
� A classic, early model comes from the work of sociologists Lang and Lang in “Collective Dynamics.”
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The Public Opinion Process
� In any given situation, there is an existing mass sentiment or a general social consensus.
� At different times, people have different views about issues, which leads to public debate.
� Public debates lead people to make up their minds.
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The Public Opinion Process
� When people make up their minds, a new public opinion develops.
� This new public opinion can lead to social action (an election, taking a product off the market, etc.).
� At this point, a new social value has emerged and becomes part of mass sentiment. (The time it takes for this to occur is significant.)
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Agenda-Setting Theory
� McCombs and Shaw (1993): The media not only tell people what to think about in broad terms, but additionally how to think about specific items, and then what to think.
� In other words, media shape top-of-mind presence regarding issues.
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Agenda-Setting Theory
� However, with the next news cycle, a topic from the day before may disappear, and so does its importance among news consumers.
� Rogers and Dearing (1996) further developed this theory and provided key agenda-setting concepts.
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Agenda-Setting Theory
� Concept 1: The agenda-setting process is a very fluid, dynamic attempt to get the attention of the media, the public and/or policy makers.
� Concept 2: The agenda is a “set of issues.”
� Recent research indicates that agenda-setting theory can be multi-directional.
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Diffusion Theory
� Process by which new ideas are adopted or rejected.
� We are creatures of habit.
� Human beings do not like change.
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Diffusion Theory
Helps you understand and explain:
� Why you can’t accomplish major change in a brief time.
� Why you can’t accomplish major change through the news media only.
� What kind of interpersonal communication is most effective in accomplishing major change.
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Diffusion Theory
Emphasizes why channels of interpersonal communication are the most effective.
� Word-of-mouth is very important in diffusion.
� We need targeted audiences to talk about what they are reading in the papers or online, or are seeing on television.
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Diffusion Theory
There are five stages within the diffusion process:
1. Awareness—Individual is aware of “it.”
2. Interest—Wants to learn more.
3. Evaluation—Asks others for feedback.
4. Trial—Uses a sample, etc.
5. Adoption—Now a user/believer.
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Diffusion Theory
There are five categories of people in diffusion theory:
1. Innovators
2. Early adopters
3. Early majority
4. Majority
5. Non-adopters (laggards)
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Diffusion Theory
� Remember to be sensitive to customs and values—change is accepted when it supports these.
� Remain aware of how long the process can take.
� Use diffusion process to manage change.
� Learn to recognize where audiences are in the process.
� Understand what type of communication works best and when.