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What is communication?

What is communication?. Communication is: an exchange of information about knowledge and beliefs or about feelings and attitudes Can be a one-way or a two-way process. Two-way communication. Communicator sends message to receiver(s). Receiver responds with feedback.

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What is communication?

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  1. What is communication? Communication is: an exchange of information about knowledge and beliefs or about feelings and attitudes Can be a one-way or a two-way process

  2. Two-way communication Communicator sends message to receiver(s). Receiver responds with feedback. e.g., interpersonal communication

  3. One way communication Communicator sends message to receiver. There is no immediate feedback. e.g., Mass media

  4. Sending & receiving messages • Communicator creates message • Receiver creates meaning • Communicator & receiver are each subject to variety of influences • These influences affect the way they send & receive information

  5. Sending and receiving messages Two-way communication: Communicator & receiver through their interaction together establish the meaning of the message

  6. Sending and receiving messages One-way communication: • Teams of communicators develop a message • Must find ways to understand mass audiences: - situation analysis - involve audience - pre-testing of messages - ongoing research

  7. The communication process Contains 4 building blocks: 1. The communicator 2. The receiver (audience) 3. The message 4. The channel (medium)

  8. The communicator Characteristics of a communicator: • Attractiveness • Similarity to audience • Inspires emotional involvement • Credibility • Power

  9. The receiver Understanding the audience: • Who are they? • What are their circumstances? • What kind of issues impact their behavior? • What are motivators/barriers to behavior change? • What kinds of media will reach them? • What kind of message are relevant to them?

  10. The message Characteristics of an effective message: • Catch attention • Appropriate to audience • Easy to understand • Informative and accurate • Appropriate to channel

  11. The channel (medium) Channel = the way the message is sent out 4 categories: 1. Mass media(One-way) 2. Small media (One-way) 3. Dialogue-oriented media(Two-way) 4. Participatory media (Two-way)

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