慈善传播Lec. 211.pptxVIP

Chinese concepts of charity and giving – Your answers{many have very nice English handwriting}People do more asking than giving; more people need help. Big difference between rich and poor.Feeling of unity. Everybody tries to help very poor.Government: some said organized; some said noA few rich people try to help poor, often to show offWorry that charity organizations are stealing moneyOrganized charity in China is very newMass Communication TheoriesAn overview of the major mass communication theories that might apply to public relationsHuman communication modelHarold Lasswell offered this verbal communication model in 1948 (describes a speaker giving a persuasive message to an audience; in person or on radio)WhoSays WhatIn What ChannelTo WhomWith What Effects?Top: Shannon Weaver transmission model; Below: a standard mass communication model NoiseInformation Transmitter Channel Receiver Destination Noise Source Message Channel (Noise) Receiver (Feedback)The People’s Choice: How the Voter Makes Up His Mind in a Presidential Electionby Paul Lazarsfeld, sociologist; Bernard Berelson, behavioral scientist; and Hazel Gaudet, Office of Radio Research, CBS radio survey researcherFirst mass communication theory dating back to 1920s or before: The Stimulus-Response Theorysociological theorycomes from the Industrial Revolutionassumes people are “atomistic” – without social tiesrely heavily on mass media (newspapers, later radio)easily persuaded by media contentlike Pavlov’s dog subject to classical conditioning – whatever the media say, the public receives directly, accepts, and acts on: stimulus-responsemessageAlso called “Magic Bullet” Theory1922 book about the power and limitations of public opinion – astoundingly insightful for a book published just after World War One; excellent for anyone who wants a career in public relationsPublic Opinion cycle5. The debate continues over time (short or long)6. Debate leads to consensus known