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Using Communication Theory
An Introduction to Planned Communication
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Main description:This broad-ranging textbook provides a clear and comprehensive introduction to using communication theory in real-life communication activities. Planned communication, both interpersonal and through the mass media, is a standard facet of modern life. It is as evident in public health campaigns on smoking, drugs or AIDS as in commercial advertising and public relations. This textbook outlines how such communication can be informed by an understanding of the theories of communication that have evolved over the last thirty years.How are ideas diffused through the mass media and o...
Main description:
This broad-ranging textbook provides a clear and comprehensive introduction to using communication theory in real-life communication activities. Planned communication, both interpersonal and through the mass media, is a standard facet of modern life. It is as evident in public health campaigns on smoking, drugs or AIDS as in commercial advertising and public relations. This textbook outlines how such communication can be informed by an understanding of the theories of communication that have evolved over the last thirty years.
How are ideas diffused through the mass media and other channels of communication? How does the audience read a message? What is known about the impact of different ways of handling a communication campaign? In examining these and similar questions the authors offer students helpful guidance through the often complex area of communication theory, relating it throughout to its practical implications.
Table of contents:
Introduction
PART ONE: THE BASICS
Conceptual Tools
The Nature of Communication Planning
Not All Problems are Communication Problems
Categorization of Basic Strategies
PART TWO: THEORETICAL APPROACHES TO COMMUNICATION PLANNING
Multi-Step Flow Approaches
A Network Approach
Systems Theory Perspectives
Social Marketing Perspectives
Communicaton Campaigns
A Meeting Place for Different Approaches
PART THREE: THE ELEMENTS OF MASS COMMUNICATION THEORIES
The Sender//Communicator
The Message
The Medium
The Audience
Effects
This broad-ranging textbook provides a clear and comprehensive introduction to using communication theory in real-life communication activities. Planned communication, both interpersonal and through the mass media, is a standard facet of modern life. It is as evident in public health campaigns on smoking, drugs or AIDS as in commercial advertising and public relations. This textbook outlines how such communication can be informed by an understanding of the theories of communication that have evolved over the last thirty years.
How are ideas diffused through the mass media and other channels of communication? How does the audience read a message? What is known about the impact of different ways of handling a communication campaign? In examining these and similar questions the authors offer students helpful guidance through the often complex area of communication theory, relating it throughout to its practical implications.
Table of contents:
Introduction
PART ONE: THE BASICS
Conceptual Tools
The Nature of Communication Planning
Not All Problems are Communication Problems
Categorization of Basic Strategies
PART TWO: THEORETICAL APPROACHES TO COMMUNICATION PLANNING
Multi-Step Flow Approaches
A Network Approach
Systems Theory Perspectives
Social Marketing Perspectives
Communicaton Campaigns
A Meeting Place for Different Approaches
PART THREE: THE ELEMENTS OF MASS COMMUNICATION THEORIES
The Sender//Communicator
The Message
The Medium
The Audience
Effects