Post on 24-Dec-2015
Copyright © Allyn & Bacon Copyright © Allyn & Bacon 20032003
Communication Theory Communication Theory and Public Opinionand Public Opinion
Chapter 5Public Relations:
A Values-Driven Approach
This multimedia product and its contents are protected under copyright law. The following are prohibited by law:
• any public performance or display, including transmission of any image over a network;
• preparation of any derivative work, including the extraction, in whole or in part, of any
images;
• any rental, lease, or lending of the program.
Copyright © Allyn & Bacon Copyright © Allyn & Bacon 20032003
Communication ModelCommunication Model
All communication is surrounded by noise.
Originates with a source… ...who sends a message... …using a medium... …to a receiver… …who provides feedback to the
source.
Copyright © Allyn & Bacon Copyright © Allyn & Bacon 20032003
Noise (Static)Noise (Static)
Envelops communication and often inhibits it.
Can take physical forms. Can take intangible forms.
Copyright © Allyn & Bacon Copyright © Allyn & Bacon 20032003
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.
Copyright © Allyn & Bacon Copyright © Allyn & Bacon 20032003
The MessageThe Message
Is the content of communication.
Confronts a serious challenge: getting people to pay attention.
Must be relevant. Must be understood.
Copyright © Allyn & Bacon Copyright © Allyn & Bacon 20032003
The ChannelThe Channel
Is the medium (or media) used to transmit the message.
Must be seen as relevant. Must be seen as credible.
Copyright © Allyn & Bacon Copyright © Allyn & Bacon 20032003
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.
Copyright © Allyn & Bacon Copyright © Allyn & Bacon 20032003
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 20032003
MokusatsuMokusatsu
The Japanese Prime Minister wanted to tell President Truman we were willing to negotiate surrender terms.
He used an archaic term—“Mokusatsu”—to get past military censors.
President Truman didn’t understand the message.
Copyright © Allyn & Bacon Copyright © Allyn & Bacon 20032003
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 20032003
The Magic Bullet TheoryThe Magic Bullet Theory
Mass MediaMass Media
PublicPublic
Copyright © Allyn & Bacon Copyright © Allyn & Bacon 20032003
The Magic Bullet TheoryThe Magic Bullet Theory
Mass MediaMass Media
PublicPublic
Copyright © Allyn & Bacon Copyright © Allyn & Bacon 20032003
Two-Step Theory of Mass Two-Step Theory of Mass CommunicationsCommunications
Mass MediaMass Media
PublicPublic
Opinion LeadersOpinion Leaders
Copyright © Allyn & Bacon Copyright © Allyn & Bacon 20032003
Two-Step Theory of Mass Two-Step Theory of Mass CommunicationsCommunications
Mass MediaMass Media
PublicPublic
Opinion LeadersOpinion Leaders
Copyright © Allyn & Bacon Copyright © Allyn & Bacon 20032003
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 20032003
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 20032003
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 20032003
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 20032003
The Diffusion TheoryThe Diffusion Theory
Mass MediaMass Media
IndividuaIndividualsls
IndividuaIndividualsls
IndividuaIndividualsls
IndividuaIndividualsls
IndividuaIndividualsls
IndividuaIndividualsls
Copyright © Allyn & Bacon Copyright © Allyn & Bacon 20032003
The Diffusion TheoryThe Diffusion Theory
Mass MediaMass Media
IndividuaIndividualsls
IndividuaIndividualsls
IndividuaIndividualsls
IndividuaIndividualsls
IndividuaIndividualsls
IndividuaIndividualsls
Copyright © Allyn & Bacon Copyright © Allyn & Bacon 20032003
The Agenda-Setting The Agenda-Setting HypothesisHypothesis
Mass MediaMass Media
PublicPublic
Copyright © Allyn & Bacon Copyright © Allyn & Bacon 20032003
The Agenda-Setting The Agenda-Setting HypothesisHypothesis
Mass MediaMass Media
PublicPublic
Copyright © Allyn & Bacon Copyright © Allyn & Bacon 20032003
Uses and Gratifications Uses and Gratifications TheoryTheory
Mass MediaMass Media
PublicPublic
Message blocked
Copyright © Allyn & Bacon Copyright © Allyn & Bacon 20032003
Uses and Gratifications Uses and Gratifications TheoryTheory
Mass MediaMass Media
PublicPublic
Message received
Copyright © Allyn & Bacon Copyright © Allyn & Bacon 20032003
Uses and Gratifications Uses and Gratifications TheoryTheory
Mass MediaMass Media
PublicPublic
Interactive
Copyright © Allyn & Bacon Copyright © Allyn & Bacon 20032003
Uses and Gratifications Uses and Gratifications TheoryTheory
Mass MediaMass Media
PublicPublic
Self-selected messages
Copyright © Allyn & Bacon Copyright © Allyn & Bacon 20032003
Framing Campaign Framing Campaign 20002000
Framing Theory —communicating an idea in such a way that an audience is influenced by the way it is expressed.
Gore’s message—“I just want all of the votes counted.”
Bush’s message—“I just want everyone to play by the rules.”
Both—“Don’t I look presidential?”
Copyright © Allyn & Bacon Copyright © Allyn & Bacon 20032003
Maslow’s Hierarchy of Maslow’s Hierarchy of NeedsNeeds
Physiological Safety Acceptance Self-esteem Self-actualization
Copyright © Allyn & Bacon Copyright © Allyn & Bacon 20032003
Monroe’s Motivated Monroe’s Motivated SequenceSequence
Get the audience’s attention. Show a need. Offer a satisfactory solution. Visualize what will happen if
nothing is done. Tell the audience what action it
should take.
Copyright © Allyn & Bacon Copyright © Allyn & Bacon 20032003
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 20032003
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 20032003
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 20032003
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 20032003
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.