Communicatiewetenschap
Table of Contents
Inleiding ..................................................................................................................................... 7
Wat is communicatie? ..................................................................................................................................7
Doelstellingen van de cursus ..........................................................................................................................7
Overzicht van en kennismaking met breed en evoluerend veld....................................................................................... 7
Hedendaags belang van communicatiewetenschappen ............................................................................................... 7
Wetenschappelijke benadering.................................................................................................................................... 7
Structuur van de cursus..................................................................................................................................7
Bouwstenen ............................................................................................................................... 8
Teken en betekenis .........................................................................................................................................8
Basisconcepten .......................................................................................................................................................... 8
Tekensystemen ......................................................................................................................................................... 10
Tekenindelingen ........................................................................................................................................................ 12
Wat is communicatie? .................................................................................................................................. 13
‘De’ definitie (basiscomponenten) ............................................................................................................................. 13
Elementen van het communicatieproces ...................................................................................................... 14
‘De’ definitie (basiscomponenten) ............................................................................................................................. 14
Slotbemerking .......................................................................................................................................................... 17
Communicatiemodellen............................................................................................................................... 17
Model van Lasswell (1948) ......................................................................................................................................... 17
Model van Shannon & Weaver (1949) ......................................................................................................................... 18
Balansmodel van Newcom (1953).............................................................................................................................. 18
Model van Schramm (1954) ....................................................................................................................................... 19
Model van Gerbner (1956) ......................................................................................................................................... 20
Model van Jakobson (1960) ........................................................................................................................................ 21
Procesmodel van Oomkes (2000) .............................................................................................................................. 21
Evolutie .................................................................................................................................................................... 22
Visies en vormen van communicatie ............................................................................................................. 22
Vier visies van McQuail.............................................................................................................................................. 22
Twee theoretische scholen van Fiske ......................................................................................................................... 24
Vormen van communicatie ........................................................................................................................................ 25
Communicatiewetenschappen als discipline .............................................................................. 27
Status .......................................................................................................................................................... 27
Recap....................................................................................................................................................................... 27
Ontstaan en ontwikkeling ............................................................................................................................. 28
Retoriek .................................................................................................................................................................... 28
Institutionalisering .................................................................................................................................................... 31
2 ontwikkelingen ....................................................................................................................................................... 32
Theorie en paradigma’s ................................................................................................................................ 33
Wat?......................................................................................................................................................................... 33
1
, Paradigma’s bij CW ................................................................................................................................................... 34
Theorieën ................................................................................................................................................................. 35
Dichotomieën ........................................................................................................................................................... 35
Coming of age ............................................................................................................................ 37
Massamaatschappij ..................................................................................................................................... 37
Algemene visies ........................................................................................................................................................ 38
Sociologische benaderingen ..................................................................................................................................... 38
Psychologische benaderingen ................................................................................................................................... 39
Massamaatschappijtheorie .......................................................................................................................... 40
Overzicht mediatheorieën ......................................................................................................................................... 40
Propaganda ................................................................................................................................................. 43
Ontwikkeling ............................................................................................................................................................. 44
Mainstreamparadigma ............................................................................................................... 47
Inleiding ...................................................................................................................................................... 47
Mosterd van communicatiewetenschappen .................................................................................................. 48
Functionalisme ......................................................................................................................................................... 48
Actiegerichte benaderingen ....................................................................................................................................... 51
Psychologie- congruentietheorie ............................................................................................................................... 52
Sociolinguïstiek ........................................................................................................................................................ 53
Evolutie eLectonderzoek .............................................................................................................................. 56
Fase 2: Limited edects .............................................................................................................................................. 56
Fase 3: powerful media (reconsidered, 1960 - 1980) ................................................................................................... 58
Krachtlijnen .............................................................................................................................................................. 61
Alternatieve paradigma .............................................................................................................. 62
Inleiding ...................................................................................................................................................... 62
Marxistische benaderingen........................................................................................................................... 63
Structurele benaderingen .......................................................................................................................................... 63
Arbeidsproces .......................................................................................................................................................... 63
Structurele benaderingen (‘structuur’) ....................................................................................................................... 65
Kritische theorie en Frankfurter Schule ......................................................................................................... 66
Vooraf: kritische theorieën......................................................................................................................................... 66
Overzicht mediatheorieën ......................................................................................................................................... 66
Kritische theorie (FS) ................................................................................................................................................. 66
Politieke economie....................................................................................................................................... 69
Overzicht mediatheorieën ......................................................................................................................................... 69
Politieke economie.................................................................................................................................................... 69
Onderzoeksprogramma (Mosco) ................................................................................................................................ 70
Cultural studies ........................................................................................................................................... 71
Overzicht mediatheorieën ......................................................................................................................................... 72
Stuart Hall: 2 paradigma’s ......................................................................................................................................... 72
Structuralisme .......................................................................................................................................................... 72
Culturalisme ............................................................................................................................................................. 73
Onderzoeksprogramma ............................................................................................................................................. 73
2
, Kritiek ....................................................................................................................................................................... 74
Post-benaderingen ....................................................................................................................................... 74
Poststructuralisme.................................................................................................................................................... 74
Creatieve consumptie ............................................................................................................................................... 76
Overzicht mediatheorieën ......................................................................................................................................... 77
Postmodernisme ...................................................................................................................................................... 78
Nieuwe theorieën ....................................................................................................................... 79
Inleiding ...................................................................................................................................................... 79
Eerste nuance........................................................................................................................................................... 80
Tweede nuance......................................................................................................................................................... 80
Media en ICT ................................................................................................................................................ 80
Onderzoeksmatig niemandsland (Burgelman) ............................................................................................................ 80
Didusietheorie Everett Rogers (1962) ......................................................................................................................... 81
Introductie bij een sociaal systeem ............................................................................................................................ 82
Mediumtechnologische benaderingen .......................................................................................................... 84
Overzicht mediatheorieën ......................................................................................................................................... 84
Mediumdeterministische theorieën ........................................................................................................................... 84
Informatiemaatschappijtheorie .................................................................................................................... 86
Overzicht mediatheorieën ......................................................................................................................................... 86
Tendensen ................................................................................................................................................................ 86
Invalshoeken ............................................................................................................................................................ 87
Kritiek ....................................................................................................................................................................... 87
Netwerkmaatschappij (Castells) ................................................................................................................................ 88
Nieuwe mediatheorieën ............................................................................................................................... 88
Overzicht mediatheorieën ......................................................................................................................................... 88
New media theory ..................................................................................................................................................... 89
Overzicht mediatheorieën ......................................................................................................................................... 90
Practice theory ......................................................................................................................................................... 90
Overzicht mediatheorieën ......................................................................................................................................... 91
Mediatization ............................................................................................................................................................ 91
Sociaalwetenschappelijke mediatheorieën ................................................................................. 92
4 things you didn’t know about (media) theory ............................................................................................... 92
Mediatheorieën zijn geen afgebakende periodes......................................................................................................... 92
Mediatheorieën zijn contingent en dynamisch ............................................................................................................ 92
Mediatheorie is niet en-en maar of-of......................................................................................................................... 93
Er zijn verschillende manieren om mediatheorieën te classificeren ............................................................................. 93
Sociaalwetenschappelijke mediatheorieën ................................................................................................... 94
Massamaatschappijtheorie ....................................................................................................................................... 94
Functionalistische mediatheorie ............................................................................................................................... 95
Frankfurter schule ..................................................................................................................................................... 96
De politieke economie van communicatie .................................................................................................................. 97
Cultural studies ........................................................................................................................................................ 98
Postmodernisme ...................................................................................................................................................... 99
Mediumtechnologische theorieën ............................................................................................................................. 99
Informatiemaatschappijtheorie ............................................................................................................................... 100
3
, New media theory ................................................................................................................................................... 101
Practice theory ....................................................................................................................................................... 101
Mediatization .......................................................................................................................................................... 102
4 golven in denken over media en ontvanger ............................................................................................................. 102
3 assen van mediatheorieën ....................................................................................................................... 103
As 1: representational (bevestigend) vs kritische theorieën ....................................................................................... 103
As 2: maatschappijgecentreerd vs mediagecentreerd ............................................................................................... 104
As 3: theoretische voedingsbodem (discipline) ......................................................................................................... 104
Mediatheorieën: toepassingen .................................................................................................................... 105
Hoe te werk?........................................................................................................................................................... 105
Toepassing 1 ........................................................................................................................................................... 105
Toepassing 2 ........................................................................................................................................................... 106
Toepassing 3 ........................................................................................................................................................... 106
Toepassing 4 ........................................................................................................................................................... 107
Krachtlijnen ivm mediatheorie .................................................................................................................... 108
Mediageschiedenis .................................................................................................................. 108
Historische evolutie ................................................................................................................................... 108
Vooraf .................................................................................................................................................................... 108
Gesproken taal ....................................................................................................................................................... 110
Geschreven taal ...................................................................................................................................................... 112
Drukkunst............................................................................................................................................................... 115
Dagbladpers ........................................................................................................................................................... 117
Registratie van beeld en geluid................................................................................................................................. 119
Elektronische communicatie ................................................................................................................................... 123
Digitale communicatie ............................................................................................................................................ 127
Besluit .................................................................................................................................................................... 128
Sociologisch perspectief .......................................................................................................... 129
Centrale thema’s ....................................................................................................................................... 129
Macht ..................................................................................................................................................................... 129
Sociale integratie .................................................................................................................................................... 132
Sociale verandering................................................................................................................................................. 133
Cultuur en identiteit ................................................................................................................................... 134
Cultuur ................................................................................................................................................................... 134
Identiteit ................................................................................................................................................................. 136
Cultuur & identiteit.................................................................................................................................................. 137
Communicatorstudies ............................................................................................................................... 137
Mediasystemen (macro) .......................................................................................................................................... 138
Media-instelling vs mediaorganisatie ....................................................................................................................... 139
Individuele communicator....................................................................................................................................... 140
Typologie van onderzoek (H. Verstraeten) ................................................................................................................. 141
Gatekeeping ........................................................................................................................................................... 143
Beroepsrol ................................................................................................................................................. 145
Media-economie ...................................................................................................................... 147
Inleiding .................................................................................................................................................... 147
4
, Media ..................................................................................................................................................................... 147
Structuur ................................................................................................................................................................ 147
Economische basisprincipes ...................................................................................................................... 147
Gebruikswaarde & ruilwaarde .................................................................................................................................. 147
Tweezijdige markt ................................................................................................................................................... 148
Marktfalen en publieke goederen ............................................................................................................................. 149
Risky business ........................................................................................................................................................ 150
Economies of scale & scope .................................................................................................................................... 150
Risky media business ................................................................................................................................. 151
Strategieën ............................................................................................................................................................. 151
Nieuwe media-economie............................................................................................................................ 154
Wet van Moore ........................................................................................................................................................ 154
Wet van Metcalfe .................................................................................................................................................... 154
Beide wetten........................................................................................................................................................... 155
Krachtlijnen ............................................................................................................................................... 156
Normatieve perspectieven en beleid ......................................................................................... 156
Normatieve modellen ................................................................................................................................. 157
Onderscheid binnen mediatheorieën ....................................................................................................................... 157
Verschillende visies binnen normatieve theorie ........................................................................................................ 157
Theorie van Siebert, Peterson & Schramm ................................................................................................................ 157
Mediabeleid ............................................................................................................................................... 160
Definitie ................................................................................................................................................................. 160
I, I & I mix ................................................................................................................................................................ 160
Normatieve aspecten van media ................................................................................................................. 161
Normatieve verwachtingen ...................................................................................................................................... 161
Algemeen belang .................................................................................................................................................... 161
Mediaboodschap en representatie ............................................................................................ 162
Inleiding .................................................................................................................................................... 162
Structuur ................................................................................................................................................................ 162
Representatie en beeldvorming .................................................................................................................. 162
Gatekeeping ........................................................................................................................................................... 166
Vormen en media-inhoud ........................................................................................................................... 168
Media-genre ........................................................................................................................................................... 168
Media logic (cf mediatization) .................................................................................................................................. 169
Media format .......................................................................................................................................................... 169
Inhoudsanalyse ......................................................................................................................................... 169
Framinganalyse (Godman, Entman) ......................................................................................................................... 169
Publieksperspectief ................................................................................................................. 170
Inleiding .................................................................................................................................................... 170
Ontvanger .................................................................................................................................................. 170
Wat?....................................................................................................................................................................... 170
Kenmerken van het publiek...................................................................................................................................... 171
5
, Publieksonderzoek ..................................................................................................................................... 171
Media-edectparadigma ........................................................................................................................................... 172
Culturalistische benadering .................................................................................................................................... 172
Persuasieve communicatie......................................................................................................................... 173
Wat?....................................................................................................................................................................... 173
Attitude .................................................................................................................................................................. 173
Soorten invloed....................................................................................................................................................... 173
Basismodellen persuasieve communicatie .............................................................................................................. 174
Mediawijsheid ............................................................................................................................................ 177
6
Table of Contents
Inleiding ..................................................................................................................................... 7
Wat is communicatie? ..................................................................................................................................7
Doelstellingen van de cursus ..........................................................................................................................7
Overzicht van en kennismaking met breed en evoluerend veld....................................................................................... 7
Hedendaags belang van communicatiewetenschappen ............................................................................................... 7
Wetenschappelijke benadering.................................................................................................................................... 7
Structuur van de cursus..................................................................................................................................7
Bouwstenen ............................................................................................................................... 8
Teken en betekenis .........................................................................................................................................8
Basisconcepten .......................................................................................................................................................... 8
Tekensystemen ......................................................................................................................................................... 10
Tekenindelingen ........................................................................................................................................................ 12
Wat is communicatie? .................................................................................................................................. 13
‘De’ definitie (basiscomponenten) ............................................................................................................................. 13
Elementen van het communicatieproces ...................................................................................................... 14
‘De’ definitie (basiscomponenten) ............................................................................................................................. 14
Slotbemerking .......................................................................................................................................................... 17
Communicatiemodellen............................................................................................................................... 17
Model van Lasswell (1948) ......................................................................................................................................... 17
Model van Shannon & Weaver (1949) ......................................................................................................................... 18
Balansmodel van Newcom (1953).............................................................................................................................. 18
Model van Schramm (1954) ....................................................................................................................................... 19
Model van Gerbner (1956) ......................................................................................................................................... 20
Model van Jakobson (1960) ........................................................................................................................................ 21
Procesmodel van Oomkes (2000) .............................................................................................................................. 21
Evolutie .................................................................................................................................................................... 22
Visies en vormen van communicatie ............................................................................................................. 22
Vier visies van McQuail.............................................................................................................................................. 22
Twee theoretische scholen van Fiske ......................................................................................................................... 24
Vormen van communicatie ........................................................................................................................................ 25
Communicatiewetenschappen als discipline .............................................................................. 27
Status .......................................................................................................................................................... 27
Recap....................................................................................................................................................................... 27
Ontstaan en ontwikkeling ............................................................................................................................. 28
Retoriek .................................................................................................................................................................... 28
Institutionalisering .................................................................................................................................................... 31
2 ontwikkelingen ....................................................................................................................................................... 32
Theorie en paradigma’s ................................................................................................................................ 33
Wat?......................................................................................................................................................................... 33
1
, Paradigma’s bij CW ................................................................................................................................................... 34
Theorieën ................................................................................................................................................................. 35
Dichotomieën ........................................................................................................................................................... 35
Coming of age ............................................................................................................................ 37
Massamaatschappij ..................................................................................................................................... 37
Algemene visies ........................................................................................................................................................ 38
Sociologische benaderingen ..................................................................................................................................... 38
Psychologische benaderingen ................................................................................................................................... 39
Massamaatschappijtheorie .......................................................................................................................... 40
Overzicht mediatheorieën ......................................................................................................................................... 40
Propaganda ................................................................................................................................................. 43
Ontwikkeling ............................................................................................................................................................. 44
Mainstreamparadigma ............................................................................................................... 47
Inleiding ...................................................................................................................................................... 47
Mosterd van communicatiewetenschappen .................................................................................................. 48
Functionalisme ......................................................................................................................................................... 48
Actiegerichte benaderingen ....................................................................................................................................... 51
Psychologie- congruentietheorie ............................................................................................................................... 52
Sociolinguïstiek ........................................................................................................................................................ 53
Evolutie eLectonderzoek .............................................................................................................................. 56
Fase 2: Limited edects .............................................................................................................................................. 56
Fase 3: powerful media (reconsidered, 1960 - 1980) ................................................................................................... 58
Krachtlijnen .............................................................................................................................................................. 61
Alternatieve paradigma .............................................................................................................. 62
Inleiding ...................................................................................................................................................... 62
Marxistische benaderingen........................................................................................................................... 63
Structurele benaderingen .......................................................................................................................................... 63
Arbeidsproces .......................................................................................................................................................... 63
Structurele benaderingen (‘structuur’) ....................................................................................................................... 65
Kritische theorie en Frankfurter Schule ......................................................................................................... 66
Vooraf: kritische theorieën......................................................................................................................................... 66
Overzicht mediatheorieën ......................................................................................................................................... 66
Kritische theorie (FS) ................................................................................................................................................. 66
Politieke economie....................................................................................................................................... 69
Overzicht mediatheorieën ......................................................................................................................................... 69
Politieke economie.................................................................................................................................................... 69
Onderzoeksprogramma (Mosco) ................................................................................................................................ 70
Cultural studies ........................................................................................................................................... 71
Overzicht mediatheorieën ......................................................................................................................................... 72
Stuart Hall: 2 paradigma’s ......................................................................................................................................... 72
Structuralisme .......................................................................................................................................................... 72
Culturalisme ............................................................................................................................................................. 73
Onderzoeksprogramma ............................................................................................................................................. 73
2
, Kritiek ....................................................................................................................................................................... 74
Post-benaderingen ....................................................................................................................................... 74
Poststructuralisme.................................................................................................................................................... 74
Creatieve consumptie ............................................................................................................................................... 76
Overzicht mediatheorieën ......................................................................................................................................... 77
Postmodernisme ...................................................................................................................................................... 78
Nieuwe theorieën ....................................................................................................................... 79
Inleiding ...................................................................................................................................................... 79
Eerste nuance........................................................................................................................................................... 80
Tweede nuance......................................................................................................................................................... 80
Media en ICT ................................................................................................................................................ 80
Onderzoeksmatig niemandsland (Burgelman) ............................................................................................................ 80
Didusietheorie Everett Rogers (1962) ......................................................................................................................... 81
Introductie bij een sociaal systeem ............................................................................................................................ 82
Mediumtechnologische benaderingen .......................................................................................................... 84
Overzicht mediatheorieën ......................................................................................................................................... 84
Mediumdeterministische theorieën ........................................................................................................................... 84
Informatiemaatschappijtheorie .................................................................................................................... 86
Overzicht mediatheorieën ......................................................................................................................................... 86
Tendensen ................................................................................................................................................................ 86
Invalshoeken ............................................................................................................................................................ 87
Kritiek ....................................................................................................................................................................... 87
Netwerkmaatschappij (Castells) ................................................................................................................................ 88
Nieuwe mediatheorieën ............................................................................................................................... 88
Overzicht mediatheorieën ......................................................................................................................................... 88
New media theory ..................................................................................................................................................... 89
Overzicht mediatheorieën ......................................................................................................................................... 90
Practice theory ......................................................................................................................................................... 90
Overzicht mediatheorieën ......................................................................................................................................... 91
Mediatization ............................................................................................................................................................ 91
Sociaalwetenschappelijke mediatheorieën ................................................................................. 92
4 things you didn’t know about (media) theory ............................................................................................... 92
Mediatheorieën zijn geen afgebakende periodes......................................................................................................... 92
Mediatheorieën zijn contingent en dynamisch ............................................................................................................ 92
Mediatheorie is niet en-en maar of-of......................................................................................................................... 93
Er zijn verschillende manieren om mediatheorieën te classificeren ............................................................................. 93
Sociaalwetenschappelijke mediatheorieën ................................................................................................... 94
Massamaatschappijtheorie ....................................................................................................................................... 94
Functionalistische mediatheorie ............................................................................................................................... 95
Frankfurter schule ..................................................................................................................................................... 96
De politieke economie van communicatie .................................................................................................................. 97
Cultural studies ........................................................................................................................................................ 98
Postmodernisme ...................................................................................................................................................... 99
Mediumtechnologische theorieën ............................................................................................................................. 99
Informatiemaatschappijtheorie ............................................................................................................................... 100
3
, New media theory ................................................................................................................................................... 101
Practice theory ....................................................................................................................................................... 101
Mediatization .......................................................................................................................................................... 102
4 golven in denken over media en ontvanger ............................................................................................................. 102
3 assen van mediatheorieën ....................................................................................................................... 103
As 1: representational (bevestigend) vs kritische theorieën ....................................................................................... 103
As 2: maatschappijgecentreerd vs mediagecentreerd ............................................................................................... 104
As 3: theoretische voedingsbodem (discipline) ......................................................................................................... 104
Mediatheorieën: toepassingen .................................................................................................................... 105
Hoe te werk?........................................................................................................................................................... 105
Toepassing 1 ........................................................................................................................................................... 105
Toepassing 2 ........................................................................................................................................................... 106
Toepassing 3 ........................................................................................................................................................... 106
Toepassing 4 ........................................................................................................................................................... 107
Krachtlijnen ivm mediatheorie .................................................................................................................... 108
Mediageschiedenis .................................................................................................................. 108
Historische evolutie ................................................................................................................................... 108
Vooraf .................................................................................................................................................................... 108
Gesproken taal ....................................................................................................................................................... 110
Geschreven taal ...................................................................................................................................................... 112
Drukkunst............................................................................................................................................................... 115
Dagbladpers ........................................................................................................................................................... 117
Registratie van beeld en geluid................................................................................................................................. 119
Elektronische communicatie ................................................................................................................................... 123
Digitale communicatie ............................................................................................................................................ 127
Besluit .................................................................................................................................................................... 128
Sociologisch perspectief .......................................................................................................... 129
Centrale thema’s ....................................................................................................................................... 129
Macht ..................................................................................................................................................................... 129
Sociale integratie .................................................................................................................................................... 132
Sociale verandering................................................................................................................................................. 133
Cultuur en identiteit ................................................................................................................................... 134
Cultuur ................................................................................................................................................................... 134
Identiteit ................................................................................................................................................................. 136
Cultuur & identiteit.................................................................................................................................................. 137
Communicatorstudies ............................................................................................................................... 137
Mediasystemen (macro) .......................................................................................................................................... 138
Media-instelling vs mediaorganisatie ....................................................................................................................... 139
Individuele communicator....................................................................................................................................... 140
Typologie van onderzoek (H. Verstraeten) ................................................................................................................. 141
Gatekeeping ........................................................................................................................................................... 143
Beroepsrol ................................................................................................................................................. 145
Media-economie ...................................................................................................................... 147
Inleiding .................................................................................................................................................... 147
4
, Media ..................................................................................................................................................................... 147
Structuur ................................................................................................................................................................ 147
Economische basisprincipes ...................................................................................................................... 147
Gebruikswaarde & ruilwaarde .................................................................................................................................. 147
Tweezijdige markt ................................................................................................................................................... 148
Marktfalen en publieke goederen ............................................................................................................................. 149
Risky business ........................................................................................................................................................ 150
Economies of scale & scope .................................................................................................................................... 150
Risky media business ................................................................................................................................. 151
Strategieën ............................................................................................................................................................. 151
Nieuwe media-economie............................................................................................................................ 154
Wet van Moore ........................................................................................................................................................ 154
Wet van Metcalfe .................................................................................................................................................... 154
Beide wetten........................................................................................................................................................... 155
Krachtlijnen ............................................................................................................................................... 156
Normatieve perspectieven en beleid ......................................................................................... 156
Normatieve modellen ................................................................................................................................. 157
Onderscheid binnen mediatheorieën ....................................................................................................................... 157
Verschillende visies binnen normatieve theorie ........................................................................................................ 157
Theorie van Siebert, Peterson & Schramm ................................................................................................................ 157
Mediabeleid ............................................................................................................................................... 160
Definitie ................................................................................................................................................................. 160
I, I & I mix ................................................................................................................................................................ 160
Normatieve aspecten van media ................................................................................................................. 161
Normatieve verwachtingen ...................................................................................................................................... 161
Algemeen belang .................................................................................................................................................... 161
Mediaboodschap en representatie ............................................................................................ 162
Inleiding .................................................................................................................................................... 162
Structuur ................................................................................................................................................................ 162
Representatie en beeldvorming .................................................................................................................. 162
Gatekeeping ........................................................................................................................................................... 166
Vormen en media-inhoud ........................................................................................................................... 168
Media-genre ........................................................................................................................................................... 168
Media logic (cf mediatization) .................................................................................................................................. 169
Media format .......................................................................................................................................................... 169
Inhoudsanalyse ......................................................................................................................................... 169
Framinganalyse (Godman, Entman) ......................................................................................................................... 169
Publieksperspectief ................................................................................................................. 170
Inleiding .................................................................................................................................................... 170
Ontvanger .................................................................................................................................................. 170
Wat?....................................................................................................................................................................... 170
Kenmerken van het publiek...................................................................................................................................... 171
5
, Publieksonderzoek ..................................................................................................................................... 171
Media-edectparadigma ........................................................................................................................................... 172
Culturalistische benadering .................................................................................................................................... 172
Persuasieve communicatie......................................................................................................................... 173
Wat?....................................................................................................................................................................... 173
Attitude .................................................................................................................................................................. 173
Soorten invloed....................................................................................................................................................... 173
Basismodellen persuasieve communicatie .............................................................................................................. 174
Mediawijsheid ............................................................................................................................................ 177
6
