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Communication Theory

Communication Theory. Marketing, Media and Communication (T) 1.0 . Revision. Sender Message Medium (media) Receiver . Persuasion and Manipulation. Describe an example of Persuasion Describe an example of Manipulation What are the similarities between persuasion and manipulation?

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Communication Theory

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  1. Communication Theory Marketing, Media and Communication (T) 1.0

  2. Revision • Sender • Message • Medium (media) • Receiver

  3. Persuasion and Manipulation • Describe an example of Persuasion • Describe an example of Manipulation • What are the similarities between persuasion and manipulation? • What are the differences?

  4. Persuasion • Convincing another person or group that an idea is in their own interest • Questions: • What is that person’s interest? • How can we both agree to an action or an idea? • Most common where power is relatively equal, or where there is a continuing relationship after the interaction is over • Consider the negotiation going on within families, between friends or in the workplace

  5. Manipulation • Coercion or trickery used to gain the audience’s agreement • Loss of credibility for future interactions • Frequently used when the stakes are high, power is unequal or where there is likely to be no further interaction • Think of real estate or car salespeople

  6. Hypodermic Needle Theory (1940s) • The media can “inject” or “inoculate” the public with a particular idea • Consider Australian media broadcasts in WWII against Germans and Japanese • Not widely held today

  7. Two-Step Flow theory • Message is passed to opinion leaders (“tastemakers” or “style gurus”) who then convince others • Perceptions are established • Opinions are manipulated • Desirable knowledge is distributed and reinforced • Undesirable knowledge is repressed or replaced

  8. Opinion Leaders • Better access to the media than their followers • Credibility with those individuals: • Politician, celebrity, religious leader, journalist, blogger… • Serves as a “Conduit” in flow of information • Convinces “followers” that they are credible, and (frequently) that other channels are untrustworthy

  9. Opinion Leader example: Lady Gaga

  10. Exercise • Choose an industry and a product, service or idea distributed by that industry • Consider the media used for distribution or advertising in that industry • Who are the opinion leaders in that industry? • How do they convince “followers” to try and purchase? • Example: Newspapers sell news and advertising; employ print and website; individual journalists have their own following (eg Andrew Bolt, David Marr) and followers are largely convinced by coverage that agrees with their own views.

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