Class notes
Communication Consultancy Lecture 1
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Notes on the first Lecture of the Communication Consultancy course (part of the Communication Science program at the University of Amsterdam)
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Communication Consultancy Flashcards (lectures)
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Some examples from this set of practice questions
1.
- Explains who the target audience are - Makes clear which media are used and why - Explains what kind of messages are going to be designed and why
Answer: Successful Campaign
2.
- 19th century: Explosion of print media - Industrial revolution was an important driving force: Much cheaper to produce paper & it revolutionalized the printing process
Answer: Rise of modern media
3.
- Focus on interpersonal communication, processing information - Roots in psychology - Tell us how we: Process information, gain knowledge, deal with emotions - Relate to behavioral change
Answer: Cognitive Process
4.
- Very common when working with celebrity/influencer endorsement - States that people live in constant uncertainty since we always need to adapt/change our behavior - 3 communication strategies: Passive, active, interactive - The main purpose of communication in this theory is that it creates social equilibrium, it gives people knowledge of how to behave
Answer: Uncertainty Reduction Theory
5.
- Dual-system theory - People process information via the central route or the peripheral route - Motivation and the ability to think about a message determine how we process information
Answer: Elaboration Likelihood Model
6.
- Strategies that make use of this theory, i.e., that we make all our decisions subconsciously - E.g.: Subliminal messaging (hidden cues), nudging (Non-hidden cues) - They all make use of automatic influences to achieve attitude/behavior change
Answer: Cognitive Bias
7.
- Media tells us what to think about - The issues covered by news media are perceived as important by the public - Short term and peripheral effects - Media agenda influences public agenda and policy agenda
Answer: Agenda-Setting Theory (first level)
8.
- Peripheral effects - Persuasion through opinion leaders (media-savvy, easy to approach, open to logical argumentation) - Two stages in campaign using this theory: 1) Reaching and influencing opinion leaders 2) Providing opinion leaders with everything they need to influence target group
Answer: Two-Step Flow Theory
9.
- Framing - Related to agenda-setting and two-step flow - Tells us how to think about something
Answer: Second Level Agenda-Setting
10.
- Reference, context, theme, news angle play an important role - Selection and salience - Defines problems, diagnose causes, make moral judgments and suggest remedies - The direction we choose to approach a topic - A way to give some interpretation to isolated items of fact - Agenda-setting within certain topics; 2nd level agenda-setting
Answer: Framing
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