Communication Consultancy Lecture 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

Antwoord: Successful Campaign

- 19th century: Explosion of print media - Industrial revolution was an important driving force: Much cheaper to produce paper & it revolutionalized the printing process

Antwoord: Rise of modern media

- Focus on interpersonal communication, processing information - Roots in psychology - Tell us how we: Process information, gain knowledge, deal with emotions - Relate to behavioral change

Antwoord: Cognitive Process

- 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

Antwoord: Uncertainty Reduction Theory

- 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

Antwoord: Elaboration Likelihood Model

- 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

Antwoord: Cognitive Bias

- 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

Antwoord: Agenda-Setting Theory (first level)

- 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

Antwoord: Two-Step Flow Theory

- Framing - Related to agenda-setting and two-step flow - Tells us how to think about something

Antwoord: Second Level Agenda-Setting

- 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

Antwoord: Framing