PBRL 270 Chapter Notes - Chapter 7: Jargon, Doublespeak, Cognitive Dissonance

• School: UTK
• Department: Public Relations
• Course: PBRL 270
• Professor: Candace L.White

Document Summary

Communication aka execution: implementation of a decision, process, and means by which objectives are achieved. Goals of communication process: inform, persuade, motivate, achieve mutual understanding. Ask whether the proposed message is: appropriate, meaningful, memorable, understandable, believable. Ve possible objectives for a communicator: message exposure, accurate dissemination of the message, acceptance of the message. Tuesday, october 31, 2017: attitude change, change in overt behavior. Six elements of communication (grunig): receiving the message. Schramm"s elements: source, encoder, signal, decoder, dissemination. Two way symmetrical communication: paying attention to the message. Media uses and grati cation theory: communication process is interactive. Two kinds of audiences: passive- entertainment/distractions only, active- seek information. Think in terms of ve senses: 83% of learning accomplished through sight, 11% through hearing, 50% of retained information from seeing and hearing. Attention highest at the beginning: major point in beginning, details in the middle, summary in the end.