1 / 10

Communication Theory

Communication Theory. Marketing, Media and Communication (T) 1.0 . Revision. Sender Message Medium (media) Receiver . Persuasion and Manipulation. Describe an example of Persuasion Describe an example of Manipulation What are the similarities between persuasion and manipulation?

yoland
Télécharger la présentation

Communication Theory

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. Communication Theory Marketing, Media and Communication (T) 1.0

  2. Revision • Sender • Message • Medium (media) • Receiver

  3. Persuasion and Manipulation • Describe an example of Persuasion • Describe an example of Manipulation • What are the similarities between persuasion and manipulation? • What are the differences?

  4. Persuasion • Convincing another person or group that an idea is in their own interest • Questions: • What is that person’s interest? • How can we both agree to an action or an idea? • Most common where power is relatively equal, or where there is a continuing relationship after the interaction is over • Consider the negotiation going on within families, between friends or in the workplace

  5. Manipulation • Coercion or trickery used to gain the audience’s agreement • Loss of credibility for future interactions • Frequently used when the stakes are high, power is unequal or where there is likely to be no further interaction • Think of real estate or car salespeople

  6. Hypodermic Needle Theory (1940s) • The media can “inject” or “inoculate” the public with a particular idea • Consider Australian media broadcasts in WWII against Germans and Japanese • Not widely held today

  7. Two-Step Flow theory • Message is passed to opinion leaders (“tastemakers” or “style gurus”) who then convince others • Perceptions are established • Opinions are manipulated • Desirable knowledge is distributed and reinforced • Undesirable knowledge is repressed or replaced

  8. Opinion Leaders • Better access to the media than their followers • Credibility with those individuals: • Politician, celebrity, religious leader, journalist, blogger… • Serves as a “Conduit” in flow of information • Convinces “followers” that they are credible, and (frequently) that other channels are untrustworthy

  9. Opinion Leader example: Lady Gaga

  10. Exercise • Choose an industry and a product, service or idea distributed by that industry • Consider the media used for distribution or advertising in that industry • Who are the opinion leaders in that industry? • How do they convince “followers” to try and purchase? • Example: Newspapers sell news and advertising; employ print and website; individual journalists have their own following (eg Andrew Bolt, David Marr) and followers are largely convinced by coverage that agrees with their own views.

More Related