(公共关系英文版课件）communiction theory.pptVIP

By Chen Yawang Communication models Theories of persuasion The magic bullet theory The two-step theory …… The agenda-setting hypothesis Uses and Gratification theory Persuasion and public opinion Communication theory and IPR Source Message Channel Receiver Feedback Noise physical intangible coding framing decoding message message decoding framing 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) What influences framing? Maslow’s hierarchy of needs Behavioral models(Marshall McLuhan, Freud, Pavlov) The conflicts of motivation Process of awareness Relationship hierarchy PR report PR story PR column PR event PR activity Visual Hearing Taste Touch olfaction Characteristic Self-concept Attitude Belief habits aware unaware Information Needs desire Outside stimulus Physical filtering Psychological filtering awareness memory The magic bullet theory If a sender developed just the right message, the so-called magic bullet, people could be influenced to do almost anything. It supposes that people are weak-willed robots unable to resist finely sculptured appeals. 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. The N-Step Theory Public Opinion leader communication source information channel Opinion leader Opinion leader receiver receiver receiver receiver receiver receiver receiver receiver receiver receiver receiver receiver receiver Diffusion Theory Mass Media Individuals Individuals Individuals Individuals Individuals Mass media only inform , not motivate people. People have the power to influence their own peer groups. The Agenda-Setting Hypothesis The mass media tell people not what to think, but what to think about. Mass Media Public It’s now the rec