CCP Graduate Seminar Series Introduction to Theories of Communication Effects A service of the Communication Science & Research Resource Group

There is nothing so practical as a good theory that works Theory is an explanation of how something happens, based on observation Lay theories Scientific theories What’s the difference? How complete is the evidence? How systematically was it gathered?

There is nothing so practical as a good theory that works Guide for positioning a program Why should we use this approach? Guide for program/audience analysis What should I be looking at? Guide for program design How should I craft a message? Guide for research design What should I measure?

Recap: Theory map MODELSTAGE (Early --> Late) Message learning Reasoned action Social learning Diffusion Ideation Social change Fear management Attention…….Comprehension…….Yielding…..Retention……………….. Action Attitudes Subjective norms.….Intention to act……………………………. Action Perceived control Attention...Retention...Reproduction...Motivation…………………..Performance Knowledge……Persuasion...Decision…….Implementation….Confirmation

Knowledge Putting it to work Confirmation Attitudes Persuasion Implementation Where is your audience? What can you tell them and how?

Types of theories Communication theories How does communication cause change? What types of messages work & for whom? Program theories How do interventions work? Combinations of elements? Placement? Positioning?

Next Series? Program theories? Applications of communication theories? Other? Looking ahead