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Copyright © Allyn & Bacon Copyright © Allyn & Bacon 20032003

Communication Theory Communication Theory and Public Opinionand Public Opinion

Chapter 5Public Relations:

A Values-Driven Approach

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Communication ModelCommunication Model

All communication is surrounded by noise.

Originates with a source… ...who sends a message... …using a medium... …to a receiver… …who provides feedback to the

source.


Noise (Static)Noise (Static)

Envelops communication and often inhibits it.

Can take physical forms. Can take intangible forms.


The SourceThe Source

Is where communication originates.

Needs to know who the receivers are.

Needs to be seen as credible. Needs to know what kind of

message is best suited to a particular audience.


The MessageThe Message

Is the content of communication.

Confronts a serious challenge: getting people to pay attention.

Must be relevant. Must be understood.


The ChannelThe Channel

Is the medium (or media) used to transmit the message.

Must be seen as relevant. Must be seen as credible.


The ReceiverThe Receiver

Is the person or persons for whom the message is intended.

Is most receptive to messages that specifically target the receiver’s interests and values.


FeedbackFeedback

Is the receiver’s reaction, as interpreted by the source, to the message.

Is an indispensable part of communication.


MokusatsuMokusatsu

The Japanese Prime Minister wanted to tell President Truman we were willing to negotiate surrender terms.

He used an archaic term—“Mokusatsu”—to get past military censors.

President Truman didn’t understand the message.


The Key To The Key To CommunicationCommunication

If there is a breakdown anywhere in the communication process, communication does not occur.


The Magic Bullet TheoryThe Magic Bullet Theory

Mass MediaMass Media

PublicPublic


Two-Step Theory of Mass Two-Step Theory of Mass CommunicationsCommunications


PublicPublic

Opinion LeadersOpinion Leaders


N-Step Theory of Mass N-Step Theory of Mass CommunicationsCommunications


PublicPublic

Op Op LdrsLdrs

Op Op LdrsLdrs

Op Op LdrsLdrs

Op Op LdrsLdrs


The Diffusion TheoryThe Diffusion Theory


IndividuaIndividualsls







The Agenda-Setting The Agenda-Setting HypothesisHypothesis


PublicPublic


Uses and Gratifications Uses and Gratifications TheoryTheory


PublicPublic

Message blocked




PublicPublic

Message received




PublicPublic

Interactive




PublicPublic

Self-selected messages


Framing Campaign Framing Campaign 20002000

Framing Theory —communicating an idea in such a way that an audience is influenced by the way it is expressed.

Gore’s message—“I just want all of the votes counted.”

Bush’s message—“I just want everyone to play by the rules.”

Both—“Don’t I look presidential?”


Maslow’s Hierarchy of Maslow’s Hierarchy of NeedsNeeds

Physiological Safety Acceptance Self-esteem Self-actualization


Monroe’s Motivated Monroe’s Motivated SequenceSequence

Get the audience’s attention. Show a need. Offer a satisfactory solution. Visualize what will happen if

nothing is done. Tell the audience what action it

should take.


Aristotle’s Forms of Aristotle’s Forms of PersuasionPersuasion

Logos -- an appeal to reason Pathos -- an appeal to

emotions Ethos -- an appeal based upon

personality or character


PersuasionPersuasion

When practiced at its highest level, public relations identifies common interests and promotes actions that are mutually beneficial.

In this context, persuasion is an appropriate compliance gaining tactic.


How Public Opinion How Public Opinion EvolvesEvolves

It starts with an already present mass sentiment.

It begins to evolve when an issue is interjected into that consensus.

Like-minded individuals coalesce into a public.

Various publics engage in public and private debate.


How Public Opinion How Public Opinion EvolvesEvolves

Time passes and people make up their minds.

The debate leads to a consensus, which is known as public opinion.

Public opinion evolves into some form of social action.

The issue evolves into a social value, and the process begins anew.


Persuasion versus Persuasion versus ManipulationManipulation

Manipulation suggests something underhanded.

Short-term gains are short-lived. Manipulation comes with a cost:

credibility. Those who seek to master public

opinion often become a slave to it.

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