Week 6 - StOC2552-03 Donnalyn Pompper Ph.D APR Week 6...

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Donnalyn Pompper, Ph.D., APR Week 6 StOC2552-03 StOC2552-03
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Overview Overview What is communication? Shannon-Weaver communication model Wilbur Schramm model Communication effects Agenda setting Public opinion Shaping public opinion Public opinion and PR practitioners
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What is communication? What is communication? Communication is a reciprocal process of exchanging signals to inform, persuade, or instruct , based on shared meanings and conditioned by the communicators’ relationship and the social context .
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Shannon-Weaver communication Shannon-Weaver communication model model Source or sender Message Medium or channel Receiver But problems of encoding, decoding, accounting for feedback . . . Context of relationship, social environment, etc.
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Wilbur Schramm model Responds to problems such as “You don’t understand me!” Semantic issues Recognizes communication as a 2-way process
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Week 6 - StOC2552-03 Donnalyn Pompper Ph.D APR Week 6...

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