Green Marketing: Communication Theories

+ Sustainability Communication

What are some functions of communication theories? Why do we need them?

• to understand communication experiences

• broaden knowledge of human communication

• to control communication

How does Laswell’s Modell of Communication work?

Sender > Message > Medium > Receiver > Feedback

What are P. Watzlawick’s five axioms of communication?

• “one cannot not communicate”

• communication has content + relationship

• is punctuated by sequences

• can be both analog + digital

• either symmetrical or complementary

What is the explicative discourse (Habermas)?

Focus on understanding meanings (“What do you mean?”)

What is the theoretical discourse (Habermas)?

it challenges truth claims (“Is this really true?”)

What is the practical discourse (Habermas)?

questions actions’ legitimacy (“Why did you act this way?”)

What is “Behavioral Science” about?

presenting information that influences/hijacks cognitive processes