SMCR Model of Communication: Source Message Channel Receiver
· Feedback both starts and ends this process
· Noise is anything that interrupts this process
Mass Communication Theories
· The Magic Bullet Theory is the belief that the mass media has power over their audiences and that if a sender develops the right message they can influence people
· The Two-Step Theory is the belief that the mass media influence society’s key opinion leaders, who in turn influence the opinions and actions of society itself
o Still relies on the fact that the mass media is a powerful influence
· The N-Step Theory stresses the importance of opinion leaders but in this theory different people are leaders for different issues
· Diffusion Theory is based on the belief that the power of the mass media is to inform people who in turn influence their own peer groups
· The Agenda-Setting Hypothesis is based on the premise that the media tell people what to think about
· Uses and Gratifications Theory stresses that the receiver is not passive because technology allows them to choose their channels of information
Motivation
· Maslow’s Hierarchy of Needs
1. Physiological
2. Safety
3. Love
4. Esteem
5. Self-Actualization
· Monroe’s Motivated Sequence
1. Attention
2. Need
3. Satisfaction
4. Visualization
5. Action
*Aristotle: Ethos, Pathos, Logos
Latent Public Opinion- the result of people having varying degrees of interest in a topic or issue but being unaware of the interests of others
Aware Public Opinion- when people grow aware of an emerging interest
Active Public Opinion- when people act formally or informally to influence the opinions and actions of others
· Evolution of Public Opinion
§ Starts with an already present sentiment as a result of earlier public debates
§ An issue is introduced to this consensus. To be considered an issue it has to affect a variety of groups and be seen as evolving
§ Those with similar mindsets form a public
§ Publics engage in debates about the issue
§ Unspecified amount of time over which debates occur and people make up their minds
§ Debates lead to a consensus or public opinion
§ This leads to social action
§ Action results in an emerging social value
Manipulation- suggests underhanded tactics
· Need to form a picture of public opinion to practice good PR
