CRS 225 Lecture Notes - Kairos, Language Game, Walter Lippmann

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Document Summary

Context (prologue and kairos) leads you to target audience and target audience leads you to everything else. Effective communicator packages info in ways that affect people"s perceptions of issues/products, etc. Framing concept in comm. is similar to framing a picture. We see a moment in time and don"t know the context. (message framed may or may not be accurate) Frames operate in four key ways (conceptual frames) Frames are tools of the messenger, but must be crafted with the target audience in mind. Influences how ideas are communicated and understood. The universe of words marks the presence of a frame. Frame the data or use narrative instead of numbers. Alt. phrasings of same basic issue significantly alters meaning to respondents. Choices of language affect how people respond. The greater the knowledge base, the weaker the framing effect. The media packages info in ways that affect people"s perceptions of issues.

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