Using communication theory : an introduction to planned communication /
Windahl, Swen, 1942-.
Using communication theory : an introduction to planned communication / Sven Windahl and Benno H. Signitzer with Jean T. Olson. - 2nd ed. - Los Angeles ; London : SAGE, 2009. - x, 302 pages : illustrations ; 24 cm.
Includes bibliographical references (pages 273-291) and index.
Conceptual tools -- The nature of communication planning -- Not all problems are communication problems -- Categorization of basic strategies -- Multi-step flow approaches [1]: the two-step model -- Multi-step flow approaches [2]: diffusion of innovations theory -- A network approach -- Systems theory perspectives -- Social marketing perspectives -- Communication campaigns: a meeting place for different approaches -- The sender/communicator -- The message -- The medium -- The audience -- Effects -- Introduction -- Afterword -- Glossary -- Bibliography -- Index.
Showing how theories relate directly to the practice and experience of planning effective communication, this new edition provides insights into the practical nature of communication theory.
141294838X 9781412948388 1412948398 9781412948395
2008920956
Communication planning.
Mass media--Planning.
Using communication theory : an introduction to planned communication / Sven Windahl and Benno H. Signitzer with Jean T. Olson. - 2nd ed. - Los Angeles ; London : SAGE, 2009. - x, 302 pages : illustrations ; 24 cm.
Includes bibliographical references (pages 273-291) and index.
Conceptual tools -- The nature of communication planning -- Not all problems are communication problems -- Categorization of basic strategies -- Multi-step flow approaches [1]: the two-step model -- Multi-step flow approaches [2]: diffusion of innovations theory -- A network approach -- Systems theory perspectives -- Social marketing perspectives -- Communication campaigns: a meeting place for different approaches -- The sender/communicator -- The message -- The medium -- The audience -- Effects -- Introduction -- Afterword -- Glossary -- Bibliography -- Index.
Showing how theories relate directly to the practice and experience of planning effective communication, this new edition provides insights into the practical nature of communication theory.
141294838X 9781412948388 1412948398 9781412948395
2008920956
Communication planning.
Mass media--Planning.