Social Consequences of Communication Communication in Crisis.

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Presentation transcript:

Social Consequences of Communication Communication in Crisis

The Audience: Findings Since WWII From a malleable to a resistant audience Mass communication is seldom, if ever, the sole agent behind any change; it is a mere contributing influence Environment, change, and the media (Note the triangular relationship) Mass Communication engenders social consequences, through intervening factors

The Power of Communication in Defining Situations In the above-mentioned conceptualization, there are certain potentials leading to erroneous thinking. Take note of the following points: --difficult to separate the influence of the media from the influence of the myriad other forces working in society --not yet capable of separating the causal contribution of one variable from that of many others when working at the social systems level

The Crisis Unique quality of the events and their surrounding circumstances TV provided something to do when people did not know what to do Situation: the first loss of a national leader reported in detail on TV Nature of the event: --unexpected; studied in detail

The Role of Communication 5 stages in social response 3 periods, 3 different demands on communication What the media did --3 steps in reporting --Mystery: journalists and policemen shared responsibilities for the confusion

How News Traveled Enormous flow of information The event generated an uncommon amount of news-carrying Wide-spread emotional response Pattern of response Characteristics of response

Functions of Saturation Coverage Swift, full coverage prevented rumors from spreading Reassurance Reminder Audience participation Ultimate result: --Catharsis --Re-integration of the nation