(公共关系英文版课件)communication theory
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Is persuasion an appropriate activity for public relations practitioners?
Compliance-gaining tactic
Mass Media
Public
The mass media tell people not what to think, but what to think about.
Uses and Gratifications Theory
It’s now the receiver to decide to whom it will grant inf luence.
Uses and Gratification theory Persuasion and public opinion Communication theory and IPR
Communication models
Noise
Source
Message
Channel
Receiver
physical
Theories of Persuasion
The two-step theory
Although the opinion leaders were seen as powerful, this theory remained based on the belief that the mass media were powerful forces in molding public opinion.
Mass media
twoP-uwbalyicproces
Persuasion is a two-way street
Persuasion and Public Opinions
Aristotle’s point of view
Logos: an appeal to reason Pathos: an appeal to emotions Ethos: an appeal based on personality
Feedback
intangible
Noise
Communication models
coding
message
decoding
framing
framing
decoding
message
coding
Framing theory: framing is communicating an idea in such a way that an audience is influenced, either intentionally or unintentionally, by the way it is expressed. (by Robert Entman)
Frame of reference
What influences framing? Maslow’s hierarchy of needs Behavioral models(Marshall McLuhan, Freud, Pavlov) The conflicts of motivation Process of awareness Relationship hierarchy
➢ If a sender developed just the right message, the socalled magic bullet, people could be influenced to do almost anything. ➢ It supposes that people are weak-willed robots unable to resist finely sculptured appeals.
receiver Opinion leader
receiver receiver
receiver receiver
receiver receiver
Theories of Persuasion
Diffusion Theory
Mass Media
Mass media only inform , not motivate people. People have
(公共关系英文版课件）communication theory
Contents
Communication models Theories of persuasion
The magic bullet theory The two-step theory …… The agenda-setting hypothesis
Process of awareness
Outside stimulus
Physical filtering
Psychological filtering
awareness
PR report PR story PR column PR event PR activity
Visual Hearபைடு நூலகம்ng
the power to influence their own
peer groups.
Individuals
Individuals
Individuals
Individuals
Individuals
Theories of Persuasion
The Agenda-Setting Hypothesis
Theories of Persuasion
The N-Step Theory
Public
Opinion leader communication
receiver
receiver receiver
receiver
receiver
Opinion leader
receiver
source
information channel
Taste Touch olfaction
Characteristic Self-concept
Attitude Belief habits
aware unaware
memory
Informatio n
Needs desire
Theories of Persuasion
The magic bullet theory
Compliance-gaining tactic
Mass Media
Public
The mass media tell people not what to think, but what to think about.
Uses and Gratifications Theory
It’s now the receiver to decide to whom it will grant inf luence.
Uses and Gratification theory Persuasion and public opinion Communication theory and IPR
Communication models
Noise
Source
Message
Channel
Receiver
physical
Theories of Persuasion
The two-step theory
Although the opinion leaders were seen as powerful, this theory remained based on the belief that the mass media were powerful forces in molding public opinion.
Mass media
twoP-uwbalyicproces
Persuasion is a two-way street
Persuasion and Public Opinions
Aristotle’s point of view
Logos: an appeal to reason Pathos: an appeal to emotions Ethos: an appeal based on personality
Feedback
intangible
Noise
Communication models
coding
message
decoding
framing
framing
decoding
message
coding
Framing theory: framing is communicating an idea in such a way that an audience is influenced, either intentionally or unintentionally, by the way it is expressed. (by Robert Entman)
Frame of reference
What influences framing? Maslow’s hierarchy of needs Behavioral models(Marshall McLuhan, Freud, Pavlov) The conflicts of motivation Process of awareness Relationship hierarchy
➢ If a sender developed just the right message, the socalled magic bullet, people could be influenced to do almost anything. ➢ It supposes that people are weak-willed robots unable to resist finely sculptured appeals.
receiver Opinion leader
receiver receiver
receiver receiver
receiver receiver
Theories of Persuasion
Diffusion Theory
Mass Media
Mass media only inform , not motivate people. People have
(公共关系英文版课件）communication theory
Contents
Communication models Theories of persuasion
The magic bullet theory The two-step theory …… The agenda-setting hypothesis
Process of awareness
Outside stimulus
Physical filtering
Psychological filtering
awareness
PR report PR story PR column PR event PR activity
Visual Hearபைடு நூலகம்ng
the power to influence their own
peer groups.
Individuals
Individuals
Individuals
Individuals
Individuals
Theories of Persuasion
The Agenda-Setting Hypothesis
Theories of Persuasion
The N-Step Theory
Public
Opinion leader communication
receiver
receiver receiver
receiver
receiver
Opinion leader
receiver
source
information channel
Taste Touch olfaction
Characteristic Self-concept
Attitude Belief habits
aware unaware
memory
Informatio n
Needs desire
Theories of Persuasion
The magic bullet theory