Using Communication Theory: An Introduction to Planned Communication (2nd Revised edition)

Using Communication Theory: An Introduction to Planned Communication (2nd Revised edition)

By: Anthony Haynes (author), Jean T. Olson (author), Sven Windahl (author), Benno Signitzer (author)Hardback

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Description

"Using Communication Theory was a rarity in bridging the gap between ideas and practice. It was itself a model of good communication and in its second, revised edition, it is still a most reliable and accessible guide to the lessons that communication theory and research offer to practitioners, especially in planning for change." - Denis McQuail, Professor Emeritus, University of Amsterdam "Using Communication Theory has become a classic in the education of communication. It is the comprehensive and self-evident source for theories and models, forming the base for the study of professions requiring communication planning." - Larsake Larsson, Orebro University What does theory have to do with the practice of communication? Communication planning is used daily by thousands of people: public relations practitioners, technical writers, information campaigners, advertising professionals, organization consultants, educators, health communicators and more. Without a solid understanding of communication theory, practitioners have difficulty getting their messages heard. The second edition of this best-selling textbook has been updated with the student firmly in mind. With new learning features that directly engage with the practical side of theory, students will: * Practice what they learn with activities and exercises. * Apply their own experiences to theory through prompts to reflection. * Consolidate their learning with highlighted definitions and lists of key terms. * Take it further with boxed excerpts from classic texts. Showing how theories relate directly to the planning and experience of effective communication, Using Communication Theory - 2nd Edition provides indispensable insights into the practical nature of communication theory. In today's landscape of communication overload, this book remains an essential, authoritative guide for both students and practitioners.

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Contents

Introduction PART ONE: THE BASICS Conceptual Tools The Nature of Communication Planning Not All Problems Are Communication Problems Categorization of Basic Strategies PART TWO: THEORETICAL APPROACHES TO COMMUNICATION PLANNING Multi-Step Flow Approaches (1): The Two-Step Model Multi-Step Flow Approaches (2): Diffusion of Innovations Theory A Network Approach Systems Theory Perspectives Social Marketing Perspectives Communication Campaigns: A Meeting Place for Different Approaches PART THREE: THE ELEMENTS OF MASS COMMUNICATION THEORIES The Sender/Communicator The Message The Medium The Audience Effects

Product Details

  • publication date: 18/11/2008
  • ISBN13: 9781412948388
  • Format: Hardback
  • Number Of Pages: 312
  • ID: 9781412948388
  • weight: 703
  • ISBN10: 141294838X
  • edition: 2nd Revised edition

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