Using Communication Theory: An Introduction to Planned Communication / Edition 2

Using Communication Theory: An Introduction to Planned Communication / Edition 2

by Sven Windahl, Benno Signitzer, Jean T Olson
     
 

Second editon of this international bestseller. Unique in that it deals with both communication theory as well as its practical application in planned communication.See more details below

Overview

Second editon of this international bestseller. Unique in that it deals with both communication theory as well as its practical application in planned communication.

Product Details

ISBN-13:
9781412948395
Publisher:
SAGE Publications
Publication date:
11/30/2008
Edition description:
Second Edition
Pages:
312
Product dimensions:
7.30(w) x 9.00(h) x 0.80(d)

Table of Contents

Introduction
PART ONE: THE BASICS
Conceptual Tools
The Nature of Communication Planning
Not All Problems Are Communication Problems
Categorization of Basic Strategies
PART TWO: THEORETICAL APPROACHES TO COMMUNICATION PLANNING
Multi-Step Flow Approaches (1): The Two-Step Model
Multi-Step Flow Approaches (2): Diffusion of Innovations Theory
A Network Approach
Systems Theory Perspectives
Social Marketing Perspectives
Communication Campaigns: A Meeting Place for Different Approaches
PART THREE: THE ELEMENTS OF MASS COMMUNICATION THEORIES
The Sender/Communicator
The Message
The Medium
The Audience
Effects

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