Copyright © Allyn & Bacon 2003 Communication Theory and Public Opinion Chapter 5 Public Relations: A Values-Driven Approach This multimedia product and its contents are protected under copyright law. The following are prohibited by law: any public performance or display, including transmission of any image over a network; preparation of any derivative work, including the extraction, in whole or in part, of any images; any rental, lease, or lending of the program.

Copyright © Allyn & Bacon 2003 Communication Model _ All communication is surrounded by noise. _ Originates with a source… _...who sends a message... _ …using a medium... _ …to a receiver… _ …who provides feedback to the source.

Copyright © Allyn & Bacon 2003 Noise (Static) _ Envelops communication and often inhibits it. _ Can take physical forms. _ Can take intangible forms.

Copyright © Allyn & Bacon 2003 The Source _ Is where communication originates. _ Needs to know who the receivers are. _ Needs to be seen as credible. _ Needs to know what kind of message is best suited to a particular audience.

Copyright © Allyn & Bacon 2003 The Message _ Is the content of communication. _ Confronts a serious challenge: getting people to pay attention. _ Must be relevant. _ Must be understood.

Copyright © Allyn & Bacon 2003 The Channel _ Is the medium (or media) used to transmit the message. _ Must be seen as relevant. _ Must be seen as credible.

Copyright © Allyn & Bacon 2003 The Receiver _ Is the person or persons for whom the message is intended. _ Is most receptive to messages that specifically target the receiver’s interests and values.

Copyright © Allyn & Bacon 2003 Feedback _ Is the receiver’s reaction, as interpreted by the source, to the message. _ Is an indispensable part of communication.

Copyright © Allyn & Bacon 2003 Mokusatsu _ The Japanese Prime Minister wanted to tell President Truman we were willing to negotiate surrender terms. _ He used an archaic term— “Mokusatsu”—to get past military censors. _ President Truman didn’t understand the message.

Copyright © Allyn & Bacon 2003 The Key To Communication If there is a breakdown anywhere in the communication process, communication does not occur.

Copyright © Allyn & Bacon 2003 The Magic Bullet Theory Mass Media Public

Copyright © Allyn & Bacon 2003 The Magic Bullet Theory Mass Media Public

Copyright © Allyn & Bacon 2003 Two-Step Theory of Mass Communications Mass Media Public Opinion Leaders

Copyright © Allyn & Bacon 2003 Two-Step Theory of Mass Communications Mass Media Public Opinion Leaders

Copyright © Allyn & Bacon 2003 N-Step Theory of Mass Communications Mass Media Public Op Ldrs

Copyright © Allyn & Bacon 2003 N-Step Theory of Mass Communications Mass Media Public Op Ldrs

Copyright © Allyn & Bacon 2003 N-Step Theory of Mass Communications Mass Media Public Op Ldrs

Copyright © Allyn & Bacon 2003 N-Step Theory of Mass Communications Mass Media Public Op Ldrs

Copyright © Allyn & Bacon 2003 The Diffusion Theory Mass Media IndividualsIndividualsIndividuals IndividualsIndividualsIndividuals

Copyright © Allyn & Bacon 2003 The Diffusion Theory Mass Media IndividualsIndividualsIndividuals IndividualsIndividualsIndividuals

Copyright © Allyn & Bacon 2003 The Agenda-Setting Hypothesis Mass Media Public

Copyright © Allyn & Bacon 2003 The Agenda-Setting Hypothesis Mass Media Public

Copyright © Allyn & Bacon 2003 Uses and Gratifications Theory Mass Media Public Message blocked

Copyright © Allyn & Bacon 2003 Uses and Gratifications Theory Mass Media Public Message received

Copyright © Allyn & Bacon 2003 Uses and Gratifications Theory Mass Media Public Interactive

Copyright © Allyn & Bacon 2003 Uses and Gratifications Theory Mass Media Public Self-selected messages

Copyright © Allyn & Bacon 2003 Framing Campaign 2000 _ Framing Theory —communicating an idea in such a way that an audience is influenced by the way it is expressed. _ Gore’s message—“I just want all of the votes counted.” _ Bush’s message—“I just want everyone to play by the rules.” _ Both—“Don’t I look presidential?”

Copyright © Allyn & Bacon 2003 Maslow’s Hierarchy of Needs _ Physiological _ Safety _ Acceptance _ Self-esteem _ Self-actualization

Copyright © Allyn & Bacon 2003 Monroe’s Motivated Sequence _ Get the audience’s attention. _ Show a need. _ Offer a satisfactory solution. _ Visualize what will happen if nothing is done. _ Tell the audience what action it should take.

Copyright © Allyn & Bacon 2003 Aristotle’s Forms of Persuasion _ Logos -- an appeal to reason _ Pathos -- an appeal to emotions _ Ethos -- an appeal based upon personality or character

Copyright © Allyn & Bacon 2003 Persuasion _ When practiced at its highest level, public relations identifies common interests and promotes actions that are mutually beneficial. _ In this context, persuasion is an appropriate compliance gaining tactic.

Copyright © Allyn & Bacon 2003 How Public Opinion Evolves _ It starts with an already present mass sentiment. _ It begins to evolve when an issue is interjected into that consensus. _ Like-minded individuals coalesce into a public. _ Various publics engage in public and private debate.

Copyright © Allyn & Bacon 2003 How Public Opinion Evolves _ Time passes and people make up their minds. _ The debate leads to a consensus, which is known as public opinion. _ Public opinion evolves into some form of social action. _ The issue evolves into a social value, and the process begins anew.

Copyright © Allyn & Bacon 2003 Persuasion versus Manipulation _ Manipulation suggests something underhanded. _ Short-term gains are short-lived. _ Manipulation comes with a cost: credibility. _ Those who seek to master public opinion often become a slave to it.