Using communication theory : an introduction to planned communication

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