JOURNALISM 370 SEPTEMBER 14, 2011

COMMUNICATION THEORY: BASICS

THE BASICS OF COMMUNICATION a. Sender/Organization b. Message

i. Contributes to organizational objective ii. Convincing to recipients

c. Channel i. Which medium is best

d. Receiver Publics, Stakeholders

THEORIES OF COMMUNICATION a. Media uses and gratifications

i. Choose messages based on their needs b. Cognitive dissonance

i. Reject messages that conflict with predispositions

c. Framing i. Focusing on attributes to generate maximum interest

THEORIES OF COMMUNICATION

d. Diffusion and adoption i. Awareness, interest, trial, evaluation, adoption

e. Hierarchy of needs i. Physiological, safety, social, ego,

COMMUNICATION THEORY: PERSUASION

FACTORS IN PERSUASIVE WRITING a. Audience analysis

i. Channeling ii. Passive, inactive and active audiences

b. Source credibility i. Expertise, sincerity, charisma ii. Celebrity “transfer”

c. Appeal to self-interest i. What does the audience want to know?

FACTORS IN PERSUASIVE WRITING d. Clarity e. Timing and context f. Symbols, slogans, acronyms

i. Nike swoosh, “priceless,” NOW

FACTORS IN PERSUASIVE WRITING g. Semantics

i. Word choice and framing h. Suggestion for action

i. Tell them how to feasibly do something

COMMUNICATION THEORY: ARGUMENTS

CONTENT AND STRUCTURE a. Drama (Humanizing the issue) b. Statistics c. Surveys and polls (Hop on the “bandwagon”)

d. Examples to clarify and reinforce

e. Testimonials to create source credibility

f. Endorsements

g. Emotional appeals i. Guilt, fear

ii. Combine with logical arguments

COMMUNICATION THEORY: GETTING PEOPLE TO DO WHAT YOU WANT

PERSUASIVE SPEAKING a. Develop a pattern of “yes” answers b. Offer choice between this or that c. Get a commitment to action d. Ask for more; be prepared to settle for less

ETHICAL STUFF ABOUT WHICH TO THINK a.  Propaganda: “…the deliberate and systematic attempt to shape perceptions, manipulate cognitions, shape perceptions, manipulate cognitions, and direct behavior to achieve a response and direct behavior to achieve a response that furthers the desired intent of the that furthers the desired intent of the propagandist.”

ETHICAL TOPICS TO AVOID

a. Falsehoods b. Specious reasoning c. Misrepresentation d. Diverting scrutiny e. Unlinked emotional appeals

ETHICAL TOPICS TO AVOID

f. Concealing their purpose g. Misrepresenting consequences h. Unsupported emotional appeals i. Oversimplification j. Unjustified certainty k. Advocating something they don’t believe in

LET’S TALK ABOUT A BANK ROBBERY

GENERAL THOUGHTS •  Circles are passive voice or jargon.

•  Everyone had passive voice errors.

•  These are easy to correct.

•  Watch the word “by.” •  Watch any form of “to be.” •  Remember subject verb object.

QUESTIONS TO CONSIDER: DID WE NEED THE TELLER’S NAME?

QUESTIONS TO CONSIDER: DID WE NEED CLOTHING DESCRIPTION?

QUESTIONS TO CONSIDER: DID WE NEED THE TELLER’S NAME?

QUESTIONS TO CONSIDER: DID WE NEED TO SAY NOBODY GOT HURT?

QUESTIONS TO CONSIDER: WHAT IS THE MOST IMPORTANT PART OF THE STORY?

THINGS TO THINK ABOUT •  Avoid being cute with your writing, at least when talking

about a serious subject matter. •  Commas are your friend. •  Space out your paragraphs.

•  Remember the notes I talked about in class. I mentioned them for a reason.