Using Communication Theory: An Introduction to Planned Communication

by Sven Windahl, Benno Signitzer, Jean T Olson

Overview

"There is nothing so practical as a good theory" - Kurt Lewin

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 communication theory, practitioners have difficulty getting their messages heard though all the noise.

The second edition of this best-selling textbook has been updated with the student firmly in mind. With extensive new learning features that directly engage with the practical side 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

" Take it further with boxed excerpts from classic texts.

Showing how theories relate directly to the practice and experience of planning effective communication, Using Communication Theory provides indispensable insights into the practical nature of communication theory. In today's landscape of communication overload, this book remains an essential, authoritative guide for both students and practitioners.

Product Details

ISBN-13:	9781412948395
Publisher:	SAGE Publications
Publication date:	12/04/2008
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

Editorial Reviews

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 lessons that communication theory and research offer to practitioners, especially in planning for change.

Denis Mc Quail

Using Communication Theory has became 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.

Larsåke Larsson

Using Communication Theory has became 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.

Larsåke Larsson

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 lessons that communication theory and research offer to practitioners, especially in planning for change.

Denis McQuail