Class notes
2.1 Policy and Concept Research and Communication Theory Lecture Notes
- Course
- Institution
Complete lecture summaries and notes of the lectures for 2.1 - Policy and Concept block in 2021 (2nd year)
[Show more]
Seller
Follow
emilia2
Content preview
2.1 IC LECTURES SUMMARY (COMMUNICATIONTHEORY & RESEARCH)
TABLE OF CONTENTS
RESEARCH .........................................................................................................................................................................3
LECTURE 1: INTRODUCTION AND ORIENTATION PHASE .....................................................................................................................3
PHASE 1 – ORIENTATION .................................................................................................................................................................. 3
LECTURE 2: THE RESEARCH IN DESIGN RESEARCH ...........................................................................................................................9
PHASE 2 – ANALYSIS ........................................................................................................................................................................ 9
LECTURE 3: DESIGN THINKING TOOLS ........................................................................................................................................ 14
PERSONAS ................................................................................................................................................................................... 14
EMPATHY MAPS ........................................................................................................................................................................... 17
CUSTOMER JOURNEY MAPS............................................................................................................................................................. 18
USER STORIES ............................................................................................................................................................................... 18
LECTURE 4: FUNCTIONAL ANALYSIS, CONTEXT ANALYSES AND DESIGN DOCUMENTS .............................................................................. 19
FUNCTIONAL ANALYSIS ................................................................................................................................................................... 19
CONTEXT ANALYSIS ........................................................................................................................................................................ 21
DESIGN DOCUMENT ....................................................................................................................................................................... 22
COMMUNICATION THEORY ............................................................................................................................................ 24
LECTURE 1: CAMPAIGN PLANNING ............................................................................................................................................ 24
COMMUNICATION AND BEHAVIOR CHANGE ........................................................................................................................................ 24
THEORIES ..................................................................................................................................................................................... 25
DIFFERENT TYPES OF CAMPAIGNS ..................................................................................................................................................... 25
WHY IS BEHAVIOR CHANGE AND (FOR EXAMPLE) BECOMING MORE SUSTAINABLE SO DIFFICULT? .................................................................... 27
MESSAGES AND SELECTION PROCESSES .............................................................................................................................................. 28
CAMPAIGN PLAN (BASED ON THE OASIS FRAMEWORK) ......................................................................................................................... 28
CAMPAIGN INSIGHTS (EAST FRAMEWORK) ........................................................................................................................................ 29
LECTURE 2: BEHAVIOR & ENVIRONMENT.................................................................................................................................... 30
1
,SOCIAL ENVIRONMENT ................................................................................................................................................................... 30
POLICY INSTRUMENTS TO CHANGE BEHAVIOR....................................................................................................................................... 32
LECTURE 3: BEHAVIORAL THEORIES ........................................................................................................................................... 33
KNOWING-DOING GAP, VALUE-ACTION GAP, DAGMAR & AIDA MODEL ............................................................................................... 33
HIERARCHY OF EFFECTS MODELS ...................................................................................................................................................... 35
SOME RELEVANT BASIC TERMINOLOGY ............................................................................................................................................... 35
THEORY OF PLANNED BEHAVIOR (TPB) ............................................................................................................................................. 36
ELABORATION LIKELIHOOD MODEL (ELM) ......................................................................................................................................... 37
MOTIVATION AND ABILITY .............................................................................................................................................................. 39
BEHAVIORAL ECONOMICS (KAHNEMAN) ............................................................................................................................................ 39
LECTURE 4: SEGMENTATION, TARGETING & COMMUNICATION OBJECTIVES ......................................................................................... 40
THREE-STEP PROCESS FOR SELECTING A TARGET AUDIENCE FOR A SPECIFIC CAMPAIGN .................................................................................. 40
STEP 1: SEGMENT A MARKET POPULATION ........................................................................................................................................ 40
STEP 2: EVALUATE THE SEGMENTS .................................................................................................................................................... 43
STEP 3: TARGET SEGMENTS ............................................................................................................................................................. 43
LECTURE 5: BEHAVIORAL DETERMINANTS & COMMUNICATION TOOLS I ............................................................................................. 45
BEHAVIOR AND COMMUNICATION TOOLS I ......................................................................................................................................... 45
1. DETERMINANT: SOCIAL ENVIRONMENT .......................................................................................................................................... 46
2. DETERMINANT: PHYSICAL/ LOCAL ENVIRONMENT ............................................................................................................................ 48
3. DETERMINANT: KNOWLEDGE ....................................................................................................................................................... 49
LECTURE 6: BEHAVIORAL DETERMINANTS & COMMUNICATION TOOLS II ............................................................................................ 50
4. DETERMINANT ATTITUDE (TPB) .............................................................................................................................................. 50
5. DETERMINANT ABILITY .......................................................................................................................................................... 52
6. DETERMINANT SELF EFFICACY (TPB) ........................................................................................................................................ 53
7. DETERMINANT INTENT ........................................................................................................................................................... 54
8. DETERMINANT EMOTIONS ...................................................................................................................................................... 54
9. DETERMINANT HABITS & ROUTINES......................................................................................................................................... 55
2
,RESEARCH
LECTURE 1: INTRODUCTION AND ORIENTATION PHASE
What is design research?
• Communication campaigns are designed. Products are designed based on models.
Communication campaigns, plans and strategies are designed. Therefore, design
research is needed to properly design
• The design research has 6 phases:
1. Orientation
2. Analysis
3. Development
4. Design
5. Evaluation
6. Reflection
PHASE 1 – ORIENTATION
Main deliverables in this phase: Project Initiation Document (PID)
It includes the following deliverables:
• Project description
• Problem statement
• Measurable goals
• Communication objectives
• Time plan
Deliverable 1: Project Description
Explores the surroundings of the client
• What is the client’s organization?
• What is the client’s project or assignment? (In our case: behavioral change, creating
awareness, how to get a target group to do an action)
• Write a client brief (summary)
Deliverable 2: Problem Description
Elaborates on the client’s issue/ problem. It is important to fully understand the problem to
achieve a successful campaign
3
, Problem statement template:
• How can [organization] reach [desired situation] without [negative consequences]?
• How can [organization] reach [desired situation] while [concerns/goals]?
Identify the Present state à Gap Analysis à Desired state
• Present state: where are we at the moment
• Gap analysis: what should we do to achieve this/ how do we do this?
• Desired state: what do we want to achieve (this is not a product but rather a
behavior!)
How to identify the problem
Current situation or future
undesired situation
• What becomes problematic if the
desired situation is actively pursued?
GAP
• Why is the desired situation is not
easily reached? Problem
• What goals or concerns do
stakeholders have?
Desired situation (goal)
• Stakeholder’s concerns and/ or possible negative consequences make up the
problem
Example problem description from the lecture: The organization ‘Gasunie’ is currently
struggling with a poor reputation
4
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 emilia2. Stuvia facilitates payment to the seller.
Will I be stuck with a subscription?
No, you only buy these notes for $11.07. You're not tied to anything after your purchase.
Can Stuvia be trusted?
4.6 stars on Google & Trustpilot (+1000 reviews)
64438 documents were sold in the last 30 days
Founded in 2010, the go-to place to buy study notes for 14 years now