Chapter 2 Communication theory Peggy Simcic Brnn Figure
Chapter 2 Communication theory Peggy Simcic Brønn
Figure 2. 1 A linear model of communication (based on Schramm Peggy Simcic Brønn (1955) and Shannon and Weaver (1962)).
Components of the linear model of communication z Source -- individual or organization sending message z Encoding -- transferring the message into symbolic format z Signal -- message transmission using media z Decoding -- understanding the symbolic format z Receiver -- the individual or organization receiving the message z Feedback -- receiver’s communication back to the source z Noise -- distortion or interruption of the communication process Peggy Simcic Brønn
Figure 2. 2 Kelman’s model of source characteristics (Kelman (1961). Peggy Simcic Brønn
One-step model of communication. T = member of target audience Peggy Simcic Brønn
Two-step model of communication. OL = opinion leader Peggy Simcic Brønn
Multi-step model of communication. Peggy Simcic Brønn
Prior conditions 1. Previous practice 2. Felt needs/problems 3. Innovativeness 4. Norms of social systems Stages in the innovation decision process of adoption (from Rogers, 1983) Peggy Simcic Brønn
Variables that influence communication z. Disposition of people involved z. Physical environment z. Nature of issue z. History and associated culture z. Goals of participants z. Anticipated repercussions of dialogue Peggy Simcic Brønn
Contextual levels z. Interpersonal z. Group z. Organizational z. Mass Relational approach links events together in an organized manner -- the network approach. Peggy Simcic Brønn
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