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19 Cards in this Set
- Front
- Back
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people adopt things at different rates. Innovations are generally adopted kind of like a bell curve.
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the diffusion model
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The diffussion model includes
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Innovators (10%), early adopters (20%), early majority (40%), late majority (20%), and Laggers (10%)
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PR sought to get the name of client/organization out to the public (propaganda); truth is not important; one way (starts at the source, goes to receiver)
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press agentry (Used by Barnum)
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Disseminate factual information; one way. In house jouralist that created messages of public information-they were concerned about information's accuracy, credibilly etc.
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public information model (used by Lee)
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An example of the public information model would be
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lee's declaration of principles
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scientific persuasion model, find out where public is on an issue and then form your message, audience is important, so need to know them, in order to be effective in PR, you had to measure the public opinoin
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Two way asymmetrical model (used by edward bernay's)
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uses research to hsape both message and organization. Most effective, gauging public opinion and try to mold the organization to fit the public's opinion.
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two way symmetrical model (grunig and hunt)
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What are Grunig's four models?
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press agentry, public information model, two way asymmetrical model, and two way symmetircal model
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the media message is like a magic bullet shooting into our heads and we all behave or react identically to the same message- when this theory was tested it was proven not true
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bullet theory
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Antithesis of the bullet theory. each individual will react differently to the message.
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individual differences theory
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within a population, there are certain sub groups of people who do react similarly to a message. theory is still used today, especially in advertising.
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social categories theory
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are part of the social categories theory
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demographics and psychographics
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description of people, their age, sex, interest and race. Has research that identifies where oyur target market is paying attention, used for shotgun approach, and now can use rifle approach
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demographics
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put where your target market is (based on people's perception of themselves rather than physical traits), don't really correspon with demographics (financial is exception), appeals more to status and emotions.
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psychographics
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informal impersonal relationships dictate how people will react to a media message.
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social relationships theory
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two step flow of relationships theory
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mass media influences people. People become opinion leaders who then influence other people
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the media, through the way in which the players portray ideas and adress issues in the media, will define for us what is the cultural norm (culturally acceptable)
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cultural norms theory
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Found that there needs to be 4 conditions for the media to have direct effects.
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josephy clapper
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4 condtions joseph klapper found for the media to have direct effects.
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1. media must have a monopoly of information
2. media must have little discussion of the issue 3. it must be a low sailor issue (not very important) 4. the issue must not be tied to deep values |
