Sven Windahl, Benno Signitzer, Jean T Olson

Using Communication Theory

An Introduction to Planned Communication

• Gebundenes Buch

Produktbeschreibung

Second editon of this international bestseller. Unique in that it deals with both communication theory as well as its practical application in planned communication.

Produktdetails

• Verlag: SAGE Publications Ltd
• Seitenzahl: 314
• Erscheinungstermin: 18. November 2008
• Englisch
• Abmessung: 241mm x 196mm x 21mm
• Gewicht: 785g
• ISBN-13: 9781412948388
• ISBN-10: 141294838X
• Artikelnr.: 25051289

Inhaltsangabe

Introduction
PART ONE: THE BASICS
Conceptual Tools
The Nature of Communication Planning
Not All Problems Are Communication Problems
Categorization of Basic Strategies
PART TWO: THEORETICAL APPROACHES TO COMMUNICATION PLANNING
Multi-Step Flow Approaches (1): The Two-Step Model
Multi-Step Flow Approaches (2): Diffusion of Innovations Theory
A Network Approach
Systems Theory Perspectives
Social Marketing Perspectives
Communication Campaigns: A Meeting Place for Different Approaches
PART THREE: THE ELEMENTS OF MASS COMMUNICATION THEORIES
The Sender/Communicator
The Message
The Medium
The Audience
Effects