MCOM 253 Lecture 6: PR 253 lecture 3:6 unit 2

• School: Towson University
• Department: Mass Communication
• Course: MCOM 253
• Professor: kimsuyong

Document Summary

What constitutes communication and how people receive messages: expectations and reactions from audiences. How people process information and change their perceptions: measurement for the real exposure to information, measurement for the agreement with information. What kinds of media and communication tools are most appropriate for a message: beside verbal and written means, what other communication means could have been effective to achieve mutual understanding. Communicator should ask whether the message is: appropriate, meaningful, memorable, understandable, believable. Communicator should know the exact objective sought: message exposure, accurate dissemination of the message, acceptance of the message, attitude change, change in overt behavior. Communication elements: source (encoder, signal (message, destination (receiver, decoder) Linear communication model by shannon and weaver: sender message channel receiver. 2 key considerations field of shared experience: osgood a(cid:374)d schra(cid:373)(cid:373)"s circular (cid:373)odel of co(cid:373)(cid:373)u(cid:374)icatio(cid:374) (cid:894)19(cid:1009)(cid:1008)(cid:895, source encoder signal decoder destination, continuous feedback loops, common in social media.