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UH - COMM 3368 - Class Notes - Week 6

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UH - COMM 3368 - Class Notes - Week 6

School: University of Houston
Department: Engineering
Course: Principles of Public Relations
Professor: Priscilla Tinsley
Term: Spring 2018
Tags: Chapter8, Communications, PublicRelations, and tinsley
Name: End of chapter 8
Description: class notes for chapter 8
Uploaded: 02/23/2018
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background image 2/22/18  COMM chapter 8    Mass Communication Effects    According to theorist Waiter Lippmann, the mass media help us to create a trustworthy picture of the 
world beyond our direct reach and experience.  
  Public relations’ “four communication effects” include:    1.   Creating perceptions of the world around us  
Forming pictures in our heads about events, things, people and places we could not experience 
directly ourselves.  
Cultivation theory (George Gerbner)- television viewing study; creating a shared culture; “mean 
world syndrome”  
2.  Setting and building the agenda   Two concepts in agenda-setting theory and research are especially useful in PR:  Issues salience determines the prominence and penetration the issue has with the audience, or 
how well it resonates each public  
Cognitive priming describes the personal experience or connection someone has with an issue    “Media not only tell us what to think about, but how to think about it, and, consequently, what to 
think.” - McCombs and Shaw (1993)  
  3.  Diffusing information and innovation  
Media provides information to those seek it and supplies information for interpersonal 
communication. 
Increasing the information available for subsequent interpersonal communication and thus 
helping new ideas to spread through society. 
Opinion leaders are key components in gaining acceptance of new ideas, practices.  
 
 
4.  Defining social support  
Defining socially accepted expression and behavior by providing “feedback” on our social 
environment  
Spiral of silence theory, or the silent majority  

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School: University of Houston
Department: Engineering
Course: Principles of Public Relations
Professor: Priscilla Tinsley
Term: Spring 2018
Tags: Chapter8, Communications, PublicRelations, and tinsley
Name: End of chapter 8
Description: class notes for chapter 8
Uploaded: 02/23/2018
2 Pages 31 Views 24 Unlocks
  • Better Grades Guarantee
  • 24/7 Homework help
  • Notes, Study Guides, Flashcards + More!
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