Table of Contents: CPA2 Block 1 Notes
CPA2 MEDIA THEORY: LESSON 2 AND 3..................................................................................................3
AGENDA SETTING, FRAMING, METAPHOR, SELECTION, SALIENCE AND SPIN..............................................................3
FRAMING:.......................................................................................................................................................3
MARKETING COMMUNICATION VS. PR:................................................................................................................4
METAPHOR:....................................................................................................................................................4
QUALITIES THAT SEPARATE ISSUES FROM PROBLEMS:...............................................................................................5
CPA2 MEDIA THEORY: LESSON 4 AND 5..................................................................................................7
NARRATIVES: TELLING STORIES......................................................................................................................7
SPHERES OF ACTION:........................................................................................................................................7
STORY VS. PLOT...............................................................................................................................................7
TODOROV´S IDEA OF EQUILIBRIUM:.....................................................................................................................7
CPA2 MEDIA THEORY: LESSON 6 AND 7..................................................................................................8
INTERTEXTUALITY, MEDIA TEXT AND INFOGRAPHIC.............................................................................................8
INTERTEXTUALITY:.............................................................................................................................................8
MEDIA TEXT:...................................................................................................................................................8
INFOGRAPHIC:.................................................................................................................................................8
PUBLIC AFFAIRS:.........................................................................................................................................9
LOBBYING:...............................................................................................................................................10
PUBLIC AFFAIRS MANAGEMENT:...................................................................................................................10
CPA2: LECTURE 4..................................................................................................................................11
ELEMENTS CONSTITUTE THE CI-MIX..............................................................................................................11
LEVELS OF CORPORATE IMAGE:.........................................................................................................................11
RELATION BETWEEN IMAGE AND IDENTITY:..........................................................................................................12
PEST...........................................................................................................................................................13
CPA2: RESEARCH..................................................................................................................................16
TYPES OF COMMUNICATION RESEARCH:.........................................................................................................16
THE RESEARCH PROCESS:..................................................................................................................................16
UNITS OF ANALYSIS AND CONSTRUCTS:..............................................................................................................18
1
,DATA COLLECTION METHOD:............................................................................................................................18
CPA2: THEORY LECTURE 5.....................................................................................................................19
WHAT IS CORPORATE SOCIAL RESPONSIBILITY:................................................................................................19
WHY DO CSR:.........................................................................................................................................20
DRIVERS OF CSR:......................................................................................................................................20
HOW TO DO CSR:.....................................................................................................................................21
ETHICS:........................................................................................................................................................21
CSR AND STAKEHOLDERS:................................................................................................................................21
2
, CPA2 Media Theory: Lesson 2 and 3
Agenda Setng, framing, metaphor, leceioon, lacienie and lpin
Agenda setng functon theory:
- how people, media and others want us to perceive the distorted reality. What
people want us to see.
Framing:
- mental structures that shape how we see the world.
- Selecton: certain elements are shown, and others are lef out
- Salience: making certain elements more notceable for viewers, and purposely making
others less visible.
- Spin: putng an obcect into the desired perspectve, twistng reality.
Four possible functons of framing:
1. Help defning the problem.
2. Suggests the causes of the problem
3. Gives moral cudgement
4. Suggests partcular soluton to the problem
Defniton: select some aspects of a perceived reality and make them more salient in a
communicatng text, in such a way as to promote a partcular problem defniton, casual
interpretaton, moral evaluaton, and/or treatment recommendaton for the item described
Public Relatons:
Building up a positve relatonship between the organizaton and the public. The key concepts
are: Reputaton, Public opinion and Issues
3
CPA2 MEDIA THEORY: LESSON 2 AND 3..................................................................................................3
AGENDA SETTING, FRAMING, METAPHOR, SELECTION, SALIENCE AND SPIN..............................................................3
FRAMING:.......................................................................................................................................................3
MARKETING COMMUNICATION VS. PR:................................................................................................................4
METAPHOR:....................................................................................................................................................4
QUALITIES THAT SEPARATE ISSUES FROM PROBLEMS:...............................................................................................5
CPA2 MEDIA THEORY: LESSON 4 AND 5..................................................................................................7
NARRATIVES: TELLING STORIES......................................................................................................................7
SPHERES OF ACTION:........................................................................................................................................7
STORY VS. PLOT...............................................................................................................................................7
TODOROV´S IDEA OF EQUILIBRIUM:.....................................................................................................................7
CPA2 MEDIA THEORY: LESSON 6 AND 7..................................................................................................8
INTERTEXTUALITY, MEDIA TEXT AND INFOGRAPHIC.............................................................................................8
INTERTEXTUALITY:.............................................................................................................................................8
MEDIA TEXT:...................................................................................................................................................8
INFOGRAPHIC:.................................................................................................................................................8
PUBLIC AFFAIRS:.........................................................................................................................................9
LOBBYING:...............................................................................................................................................10
PUBLIC AFFAIRS MANAGEMENT:...................................................................................................................10
CPA2: LECTURE 4..................................................................................................................................11
ELEMENTS CONSTITUTE THE CI-MIX..............................................................................................................11
LEVELS OF CORPORATE IMAGE:.........................................................................................................................11
RELATION BETWEEN IMAGE AND IDENTITY:..........................................................................................................12
PEST...........................................................................................................................................................13
CPA2: RESEARCH..................................................................................................................................16
TYPES OF COMMUNICATION RESEARCH:.........................................................................................................16
THE RESEARCH PROCESS:..................................................................................................................................16
UNITS OF ANALYSIS AND CONSTRUCTS:..............................................................................................................18
1
,DATA COLLECTION METHOD:............................................................................................................................18
CPA2: THEORY LECTURE 5.....................................................................................................................19
WHAT IS CORPORATE SOCIAL RESPONSIBILITY:................................................................................................19
WHY DO CSR:.........................................................................................................................................20
DRIVERS OF CSR:......................................................................................................................................20
HOW TO DO CSR:.....................................................................................................................................21
ETHICS:........................................................................................................................................................21
CSR AND STAKEHOLDERS:................................................................................................................................21
2
, CPA2 Media Theory: Lesson 2 and 3
Agenda Setng, framing, metaphor, leceioon, lacienie and lpin
Agenda setng functon theory:
- how people, media and others want us to perceive the distorted reality. What
people want us to see.
Framing:
- mental structures that shape how we see the world.
- Selecton: certain elements are shown, and others are lef out
- Salience: making certain elements more notceable for viewers, and purposely making
others less visible.
- Spin: putng an obcect into the desired perspectve, twistng reality.
Four possible functons of framing:
1. Help defning the problem.
2. Suggests the causes of the problem
3. Gives moral cudgement
4. Suggests partcular soluton to the problem
Defniton: select some aspects of a perceived reality and make them more salient in a
communicatng text, in such a way as to promote a partcular problem defniton, casual
interpretaton, moral evaluaton, and/or treatment recommendaton for the item described
Public Relatons:
Building up a positve relatonship between the organizaton and the public. The key concepts
are: Reputaton, Public opinion and Issues
3
