ELEMENTS OF COMMUNICATION & THEORIES

Types of innovation decision

Communication channel

Nature of social system

Change agent’s efforts

Variables that affect the adoption of innovation

Optional, Collective, Authority

Types of innovation decision

Mass media, Interpersonal

Communication Channel

Perceived intelligence, Virtuous character, Godwill

Qualities that build up credibility

Perceived intelligence

The quality of intelligence has more to do with practical wisdom and shared values

Virtuous character

Character has to do with the speakers image as a good & honest person

Godwill

Is a positive judgement of the speakers intention toward the audience

Two step model of communication

helps a communication planner in identifying and enlisting the support of opinion leaders, who performed the function of receiving, processing, and disseminating information

Active leaders

Attempt to influence others

Passive leaders

Hose who do not but, nevertheless, are asked about their opinion

Interplay of mass and interpersonal communication

Treat the audience as social being

It makes the audience more active in engaging communication among themselves

Two-Step model, why it is useful in comm plan?

Transfer of information, Transfer of influence

Importance of stages

Source credibility theory

Suggest the expertise and trustworthiness are the two main ingredients or perceived credibility

Uses gratification theory

Suggest that people actively choose what media or message they will use and its effects on them based on a particular purpose

Framing and agenda setting

Suggest that mass media could transfer the salience of issue on their news agenda to the public agenda

Framing

Is the process of transferring salience to the message via selection, emphasis, exclusion, and elaboration of its content

Medium theory

States that the difference in meanings of the message conveyed about the different channels used to communicate it. it posits that with proper analysis, relevant media can be designated and can be used appropriately

Cultivation theory

Posits that long-term exposure to media shapes how the consumers of media perceive the word as well as conduct themselves in life

Limited effects theory

The theory states that even if there is an effect created by the media on the thoughts and opinion of individuals; this effect is minimal at the best or limited

General system theory

Focuses on the transaction nature of communication, going beyond mere interaction between senders and receivers. Transaction implies mutual casualty among the parts of the system, that is, interdependency

Public

A group of people who share some problem or project. They may vary in the degree to which they are organized and are aware of the existence of the problem or project

non-public

None of the above characteristics apply

latent public

characteristics 1 applies

aware public

Characteristic 1 and 2 apply

active public

All three characteristics apply

The Press Agentry/Publicity Model

It is one-way model where communications not main purpose is propaganda. The receiver is someone to be convinced of an idea, and complete truth is not essential to the strategy

The Public Information Model

Its aim is the dissemination of information not necessarily with any intent to persuade. In contrast to the first model, truth is an important criterion of the practice

The Two-Way Asymmetric Model

Information travel two ways, both to and from public; the inclusion of feedback is new

The Two-Way Symmetric Model

While the other models are characterized by monologue-type communication, the symmetric model involves the idea of dialogue

Marketing

Can be regarded as an exchange process between two or more parties who view the process as meeting their individual needs

Social Marketing

Is the design, implementation, and control of programs seeking to increase the acceptability of a social idea or cause in target group

Product, Price, Place, Promotion

The four P’s

Product

May be a thing, an idea, practice, or a service

Price

Covers what is paid by the buyer in an exchange. The communication planner may try to reduce the perceived costs either by lowering them or by increasing the perceived benefits from adopting the product

Place

Is the channel through which the product, service, or idea is made available to the target group

Promotion

Compromise the communicative/persuasive activities used to create awareness of the product among the target group. Choice of medium, selection, arguments, etc. have their goal the achievement of desired results

Cognitive, Action, Behavior, Value

Type of social change

The concept of exchange

In marketing implies that the goal of the organization should be to meet the needs and wants of the consumer and that the participants into communication process should interact roughly as equals

Profit orientation

Bottom line thinking can be helpful, particularly when the questions of the profitability go beyond monetary dimensions, e.g. happiness, decreased mortality and so on…

The hierarchy of communication effects

Develop by Ray (1973) from a marketing point of view, reminds us that the linear progression of effects - awareness, attitude change, behavioral change - does not always occur

Rapid feedback

commercial marketers are acutely aware of the need for rapid feedback, e.g. sales figures, that enable them to quickly change the course of a campaign when the results are not what they anticipated

Competition

Is common in commercial marketing; in social marketing, it was also exist - for time, position, attention, as well as from other products, existing activities and so on