Class notes
Communication Consultancy Lecture 1
- Course
- Institution
Notes on the first Lecture of the Communication Consultancy course (part of the Communication Science program at the University of Amsterdam)
[Show more]
Seller
Follow
laura270400
Available practice questions
Communication Consultancy Flashcards (lectures)
Flashcards
25 Flashcards
$3.25
0 sales
Flashcards
25 Flashcards
$3.25
0 sales
Some examples from this set of practice questions
1.
- Explains who the target audience are - Makes clear which media are used and why - Explains what kind of messages are going to be designed and why
Answer: Successful Campaign
2.
- 19th century: Explosion of print media - Industrial revolution was an important driving force: Much cheaper to produce paper & it revolutionalized the printing process
Answer: Rise of modern media
3.
- Focus on interpersonal communication, processing information - Roots in psychology - Tell us how we: Process information, gain knowledge, deal with emotions - Relate to behavioral change
Answer: Cognitive Process
4.
- Very common when working with celebrity/influencer endorsement - States that people live in constant uncertainty since we always need to adapt/change our behavior - 3 communication strategies: Passive, active, interactive - The main purpose of communication in this theory is that it creates social equilibrium, it gives people knowledge of how to behave
Answer: Uncertainty Reduction Theory
5.
- Dual-system theory - People process information via the central route or the peripheral route - Motivation and the ability to think about a message determine how we process information
Answer: Elaboration Likelihood Model
6.
- Strategies that make use of this theory, i.e., that we make all our decisions subconsciously - E.g.: Subliminal messaging (hidden cues), nudging (Non-hidden cues) - They all make use of automatic influences to achieve attitude/behavior change
Answer: Cognitive Bias
7.
- Media tells us what to think about - The issues covered by news media are perceived as important by the public - Short term and peripheral effects - Media agenda influences public agenda and policy agenda
Answer: Agenda-Setting Theory (first level)
8.
- Peripheral effects - Persuasion through opinion leaders (media-savvy, easy to approach, open to logical argumentation) - Two stages in campaign using this theory: 1) Reaching and influencing opinion leaders 2) Providing opinion leaders with everything they need to influence target group
Answer: Two-Step Flow Theory
9.
- Framing - Related to agenda-setting and two-step flow - Tells us how to think about something
Answer: Second Level Agenda-Setting
10.
- Reference, context, theme, news angle play an important role - Selection and salience - Defines problems, diagnose causes, make moral judgments and suggest remedies - The direction we choose to approach a topic - A way to give some interpretation to isolated items of fact - Agenda-setting within certain topics; 2nd level agenda-setting
Answer: Framing
The benefits of buying summaries with Stuvia:
Guaranteed quality through customer reviews
Stuvia customers have reviewed more than 700,000 summaries. This how you know that you are buying the best documents.
Quick and easy check-out
You can quickly pay through credit card or Stuvia-credit for the summaries. There is no membership needed.
Focus on what matters
Your fellow students write the study notes themselves, which is why the documents are always reliable and up-to-date. This ensures you quickly get to the core!
Frequently asked questions
What do I get when I buy this document?
You get a PDF, available immediately after your purchase. The purchased document is accessible anytime, anywhere and indefinitely through your profile.
Satisfaction guarantee: how does it work?
Our satisfaction guarantee ensures that you always find a study document that suits you well. You fill out a form, and our customer service team takes care of the rest.
Who am I buying these notes from?
Stuvia is a marketplace, so you are not buying this document from us, but from seller laura270400. Stuvia facilitates payment to the seller.
Will I be stuck with a subscription?
No, you only buy these notes for $3.25. You're not tied to anything after your purchase.
Can Stuvia be trusted?
4.6 stars on Google & Trustpilot (+1000 reviews)
75632 documents were sold in the last 30 days
Founded in 2010, the go-to place to buy study notes for 14 years now