lecture 3

lecture 3 - Communication Theories & Persuasion; Public...

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Communication Theories & Persuasion; Public Opinion I) Resource Dependency Theory a. PR people rely on other to do jobs; achieve objectives b. News media, colleagues, peers II) “The Public” – types a. Latent – Publics that are unaware of the issue b. Aware – Publics that are aware of the issue but not going to do anything about it c. Active – Publics that are aware of the issue and organize to address it III) Other Elements of Publics a. Opinion leaders – Someone who influences others (friend w/best fashion) b. Demographic Information – age, sex, race influence the message c. Psychographic Information – Appeal to needs of people from their identity beyond demographics from lifestyle/beliefs (intellectual, adventurous types) IV) Communication Theories a. Magic Bullet Theory – everyone is persuaded/affected by a message in the same way b. Two-step flow – opinion leader receives info and passes it along to others c. Diffusion – info spreads from word of mouth (may be outdated)
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This note was uploaded on 04/20/2008 for the course COMM 112 taught by Professor Devitt during the Spring '08 term at NYU.

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lecture 3 - Communication Theories & Persuasion; Public...

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