Communication Theory and Public Opinion Chapter 5 Public

Communication Theory and Public Opinion Chapter 5 Public 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 2003

Communication 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 2003

Noise (Static) _ _ _ Envelops communication and often inhibits it. Can take physical

The 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 2003

The Message _ _ Is the content of communication. Confronts a serious challenge: getting

The Channel _ _ _ Is the medium (or media) used to transmit the

The Receiver _ _ Is the person or persons for whom the message is

Feedback _ _ Is the receiver’s reaction, as interpreted by the source, to the

Mokusatsu _ _ _ 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 2003

The Key To Communication If there is a breakdown anywhere in the communication process,

The Magic Bullet Theory Mass Media Public Copyright © Allyn & Bacon 2003

Two-Step Theory of Mass Communications Mass Media Opinion Leaders Public Copyright © Allyn &

N-Step Theory of Mass Communications Mass Media Op Ldrs Public Copyright © Allyn &

The Diffusion Theory Mass Media Individuals Individuals Copyright © Allyn & Bacon 2003

The Agenda-Setting Hypothesis Mass Media Public Copyright © Allyn & Bacon 2003

Uses and Gratifications Theory Mass Media Message blocked Public Copyright © Allyn & Bacon

Uses and Gratifications Theory Mass Media Message received Public Copyright © Allyn & Bacon

Uses and Gratifications Theory Mass Media Interactive Public Copyright © Allyn & Bacon 2003

Uses and Gratifications Theory Mass Media Self-selected messages Public Copyright © Allyn & Bacon

Framing Campaign 2000 _ _ 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 2003

Maslow’s Hierarchy of Needs _ _ _ Physiological Safety Acceptance Self-esteem Self-actualization Copyright ©

Monroe’s Motivated Sequence _ _ _ 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 2003

Aristotle’s Forms of Persuasion _ _ _ Logos -- an appeal to reason Pathos

Persuasion _ _ 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 2003

How Public Opinion Evolves _ _ 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 2003

How Public Opinion Evolves _ _ 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 2003

Persuasion versus Manipulation _ _ 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. Copyright © Allyn & Bacon 2003