Communication - Communication: a reciprocal process of...

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Communication: a reciprocal process of exchanging signals to inform, persuade or instruct. 1.Attracting attention 2.Achieving acceptance 3.Having it interpreted as intended 4.Getting it stored for later use 5.Accepting change/yielding 6.Stimulating active learning and practice Salience - our feelings about an object derived from past experiences. Pertinence- relative value of an object determined by comparing it to other objects Attitude: A behavioral inclination Opinion: A judgment expressed about a particular situation Spiral of Silence theory: Public opinion is created when we perceive support for our views 5 OPINION CHARACTERISTICS: Direction, Intensity, Stability, Informational Support, And Social Support. Information Seeking- ACTIVE- likely to seek info on the issue Information Processing- PASSIVE- may or may not pay attention to messages because they aren’t seeking them. Cognitive Dissonance: We AVOID info that conflicts with what we already believe. Selective Perception:
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Communication - Communication: a reciprocal process of...

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