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Using Communication Theory: An Introduction to Planned Communication - Brossura

Windahl, Sven; Signitzer, Benno H.; Olson, Jean T.

 
9780803984318: Using Communication Theory: An Introduction to Planned Communication
Brossura
ISBN 10: 0803984316 ISBN 13: 9780803984318
Casa editrice: Sage Pubns Ltd, 1991

Sinossi

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.

Le informazioni nella sezione "Riassunto" possono far riferimento a edizioni diverse di questo titolo.

Recensione

`Accessible, authoritative and up-to-date, the book does an admirable job of bridging the gap between communication theory and many different kinds of applications.' - Denis McQuail, University of Amsterdam

`The text is itself a masterpiece of clear communication. Strongly recommended.' - Journal of the Institute of Health Education

Contenuti

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

Le informazioni nella sezione "Su questo libro" possono far riferimento a edizioni diverse di questo titolo.

Editore
Sage Pubns Ltd
Data di pubblicazione
1991
Lingua
Inglese
ISBN 10 
0803984316
ISBN 13 
9780803984318
Rilegatura
Copertina flessibile
Numero edizione
1
Numero di pagine
256
Contatto del produttore
non disponibile
Persona responsabile
non disponibile