STRC 2112 Lecture Notes - Lecture 1: Rationality, Jargon, Theory Of Reasoned Action

• School: Temple University
• Department: Strategic Communication
• Course: STRC 2112
• Professor: Abbe Depretis

Document Summary

A source (s) or persuader, who or which is the encoder of the message. A message (m) which is meant to convey the source"s meaning through any of the codes. A channel (c) which carries the message and which might have distracting noise. We use this model so we can look at each part and ask how it impacts persuasion. We might analyze the source and ask if they have ethos and are credible. The channel is also one of the ways to analyze a message. When you see something as a documentary instead of a film or a hollywood movie your opinion might be different because the brand matters. The channel through which you are seeing something matters. The receiver also matters-how you are seeing something based on background, gender, etc. If we all receive a message the same way there would be no controversies. The message isn"t normally the problem, it"s the way it is perceived.