Key Objectives for Chapter 3

Key Objectives for Chapter 3 - Key Objectives for Chapter 3...

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Key Objectives for Chapter 3 1. Know the definitions of the following key words: Theory: general statement that summarizes the understanding of how we believe the world to work Boundary Spanner: link between the corporation and the audience Attitude: our feeling toward something SMRC Model: source, message, channel, receiver Propaganda: deliberate and systematic attempt to shape perceptions and manipulate cognitions and direct behaviors to achieve the response to further the attempt of the propagandist Opinion leaders: those who direct the masses Persuasion: trying to convince others to change attitudes or actions through a message 2. Know the following communication/persuasion theories. Be able to give examples of how/when they can be used. Two-step flow: Edward Bernays; opinion leaders set the example for the masses; influenced by those who we look up to Agenda-Setting: not what to think, but what to think about Diffusion of Innovation: knowledge of innovations; persuasion-forms an attitude; decision-
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Key Objectives for Chapter 3 - Key Objectives for Chapter 3...

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