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Chapter 2 Communication theory

Chapter 2 Communication theory. Figure 2.1 A linear model of communication (based on Schramm (1955) and Shannon and Weaver (1962)). Components of the linear model of communication. Source -- individual or organization sending message Encoding -- transferring the message into symbolic format

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Chapter 2 Communication theory

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  1. Chapter 2 Communication theory Peggy Simcic Brønn

  2. Figure 2.1A linear model of communication (based on Schramm (1955) and Shannon and Weaver (1962)).

  3. Components of the linear model of communication • Source -- individual or organization sending message • Encoding -- transferring the message into symbolic format • Signal -- message transmission using media • Decoding -- understanding the symbolic format • Receiver -- the individual or organization receiving the message • Feedback -- receiver’s communication back to the source • Noise -- distortion or interruption of the communication process Peggy Simcic Brønn

  4. Figure 2.2Kelman’s model of source characteristics (Kelman (1961). Peggy Simcic Brønn

  5. One-step model of communication. T = member of target audience

  6. Two-step model of communication. OL = opinion leader

  7. Multi-step model of communication.

  8. Prior conditions 1. Previous practice 2. Felt needs/problems 3. Innovativeness 4. Norms of social systems Stages in the innovation decision process of adoption (from Rogers, 1983)

  9. Variables that influence communication • Disposition of people involved • Physical environment • Nature of issue • History and associated culture • Goals of participants • Anticipated repercussions of dialogue Peggy Simcic Brønn

  10. Contextual levels • Interpersonal • Group • Organizational • Mass Relational approach links events together in an organized manner -- the network approach. Peggy Simcic Brønn

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