Using communication theory: an introduction to planned communication

"Using Communication Theory" was a rarity in bridging the gap between ideas and practice. It was itself a model of good communication and in its second, revised edition, it is still a most reliable and accessible guide to the lessonsthat communication theory and research offer to practitioners, especially in planning for change' - Denis McQuail, Professor Emeritus, University of Amsterdam. '"Using Communication Theory" has become a classic in the education of communication. It is the comprehensive and self-evident source for theories and models, forming the base for the study of professions requiring communication planning' - Larsake Larsson, A-rebro University. What does theory have to do with the practice of communication? Communication planning is used daily by thousands of people: public relations practitioners, technical writers, information campaigners, advertising professionals, organization consultants, educators, health communicators and more.Without a solid understanding of communicationtheory, practitioners have difficulty getting their messages heard. The second edition of this best-selling textbook has been updated with the student firmly in mind. With new learning features that directly engage with the practicalside of theory, students will: practice what they learn with activities and exercises; apply their own experiences to theory through prompts to reflection;consolidate their learning with highlighted definitions and lists of key terms; and, take it further with boxed excerpts from classic texts.Showing how theories relate directly to the planning and experience of effective communication, "Using Communication Theory, Second Edition" provides indispensable insights into the practical nature of communication theory. In today's landscape of communication overload, this book remains an essential, authoritative guide forboth students and practitioners. Sven Windahl is based at the Nordisk Kommunikation. Benno Signitzer is Professor of Communication Studies at the University of Salzburg. Jean T Olson works in the public sector. INDICE: 1 Introduction Part I The Basics 2 Conceptual Tools 3 The Nature of Communication Planning 4 Not All Problems are Communication Problems 5 Categorization of Basic Strategies Part II Theoretical Approaches to Communication Planning 6 Multi Step Flow Approaches (1): The Two-Step Model 7 Multi-Step Flow Approaches (2): Diffusions of Innovation Theory 8 A Network Approach 9 Systems Theory Perspectives 10 Social Marketing Perspectives 11 Communication Campaigns: A Meeting Place for Different Approaches Part III The Elements of Mass Communication Theories 12 The Sender//Communicator 13 The Message 14 The Medium15 The Audience 16 Effects.

• ISBN: 978-1-4129-4839-5
• Editorial: Sage Publications
• Encuadernacion: Rústica
• Páginas: 302
• Fecha Publicación: 01/11/2008
• Nº Volúmenes: 1
• Idioma: Inglés