Using Communication Theory : An Introduction to Planned Communication

by Sven Windahl

• ISBN13: 9781412948395
• ISBN10: 1412948398
• Edition: 2nd
• Format: Paperback
• Copyright: 2008-12-04
• Publisher: SAGE Publications Ltd

Summary

'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' - Larsåke Larsson, Örebro UniversityWhat 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 textsShowing 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.Sven Windahl is based at the Nordisk Kommunikation. Benno Signitzer is Professor of Communication Studies at the University of Salzburg. Jean T Olson works in the public sector.

Table of Contents

Introduction

The Basics

Conceptual Tools

The Nature of Communication Planning

Not All Problems are Communication Problems

Categorization of Basic Strategies

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

The Elements of Mass Communication Theories

The Sender/Communicator

The Message

The Medium

The Audience

Effects

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