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31 Cards in this Set
- Front
- Back
Agenda-Setting Process (Rogers and Dearing 1996)
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A very fluid, dynamic attempt to get the attention of the media, the public, and / or policy-makers.
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Three parties to agenda-setting theory
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1 - Media
2 - Public 3 - Policy-makers |
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Agenda (Rogers and Dearing 1996)
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A set of issues resulting from dynamic interplay.
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Agenda setting theory is one-way or multi-directional?
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Multi-directional - it is dynamic, can flow in either direction, or rearrange the parts.
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Percentage of news stories over a 20 year period that have been substantially based on news releases or other pr efforts (McCombs 2004)
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Close to 50%
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Agenda Setting Theory
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Theory that describes the interaction between media, publics, and policymakers to influence and control the agenda with the ultimate goal of creating policy change or creating action
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Diffusion Theory
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Describes how an idea or innovation gains acceptance by the public
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Five Stages in Diffusion of Innovation
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1 - Awareness
2 - Interest 3 - Evaluation 4 - Trial 5 - Adoption |
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Five types of people according to Diffusion Theory
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1 - Innovators
2 - Early Adopters 3 - Early Majority 4 - Majority 5 - Nonadopters (Laggards) |
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Innovators (Diffusion Theory)
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Well educated independent thinkers who have expendable income and contacts outside of the community but are not influential within the community. Will try untested products.
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Early Adopters (Diffusion Theory)
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Are influential within a community, well educated, expendable income, but will not try untried products or ideas. Will be among the first to try once tested.
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Early Majority (Diffusion Theory)
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Indicates the tipping point in the diffusion process.
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Six elements of Shannon-Weaver Communication Model (Simple)
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1 - Sender
2 - Encoder 3 - Channel(s) 4 - Decoder 5 - Receiver (6 - Noise) |
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What element is needed in Shannon-Weaver Model to make it actual communication?
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Feedback Loop
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Fuzzy Language
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Communication Barrier
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Misalignment with culture and values
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Communication Barrier
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History of Distrust
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Communication Barrier
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Distractions
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Communication Barrier
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Negative influencers
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Communication Barrier
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Lack of Credibility
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Communication Barrier
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Unreliable Media
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Communication Barrier
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Stress with use of a specific channel
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Communication Barrier
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Gatekeepers
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Communication Barrier
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What does Schramm add to the communication model?
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Context - parties will interpret and respond based on their frame of reference
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Broom's 7 Cs of COmmunication
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1 - Clarity
2 - Credibility 3 - Content 4 - Context 5 - Continuity 6 - Capability 7 - Channels |
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Publics
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People who are somehow mutually involved or interdependent with particular organizations
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Four types of publics (Grunig)
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1 - All-issue publics who are active on all issues
2 - Apathetic publics who are inattentive and inactive on all issues 3 - Single-issue publics who are active on a limited number of issues 4 - Hot-issue publics who respond and become active after being exposed to an issue |
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Four labels of publics (Grunig)
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1 - Non-publics who are not involved
2 - Latent who are not aware of their connection 3 - Aware - aware of connection but have not acted 4 - Active - aware and have taken action |
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Four elements of public opinion
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1 - Opinion, a view, judgement or appraisal formed int he mind about a particular matter
2 - Belief, a state or habit of mind in which trust or confidence is placed in some person or thing 3 - Attitude, a) a mental positon with regard to a fact or state; b) a feeling or emotion toward a fact or state. 4 - Value, something intrinsically valuable or desireable; something esteemed Progressively harder to change 1-4 |
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Of opinions, beliefs, attitudes, or values, which is the easiest to change
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Opinions
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Eight elements of Lang & Lang's Public Opinion Process
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1 - Existing mass opinion
2 - issue 3 - Creates a public 4 - Public Debate 5 - Time (all encompassing element) 6 - Public Opinion 7 - Social Action 8. Mass Sentiment (which becomes #1 in future) |