Comstrat 312 1nd Edition Lecture 14 Outline of Last Lecture 1. Basic model of communication2. Source research generalities Outline of Current Lecture 1. Some research generalities2. Agenda setting, framing and priming3. Decision making processCurrent Lecture1. Some research generalitiesa. Channeli. Print1. Effective with complex messages2. About 74% of US population reads a newspaper weeklya. Tend to be older, upper SES, college gradsb. Readers declining3. Remains important outlet for public relations informationii. Internet1. Internet has grown rapidly over the past several years but only 62% of American adults have broadband at home2. About 78% of American adults are onlinea. 20% do not use the internet3. Use had grown among all ages, income and racial categories 4. Digital communication is a variety of forms is important as a PR tactica. Ranging from social media to blogs and micro blogs to RSSi. Really simples syndication5. No gatekeeping creates opportunities and problems for practitioners and their organizationsiii. InterpersonalThese notes represent a detailed interpretation of the professor’s lecture. GradeBuddy is best used as a supplement to your own notes, not as a substitute.1. Intrusive and allows for interaction2. Practitioners can customize persuasion strategies3. Reach is major weaknessiv. Receiver1. Personal relevance/involvement is key2. Peer group influences expert a strong, persuasive influence3. Opinion leaders are influential within their own groupi. Two-step flow theoryb. Highly interested, well-informed, avid information consumers and influentialc. PR campaign often target opinion leaders to reach opinion followers4. Receivers given to selective attention distortion and retention 2. Agenda setting, framing and priminga. As the media focuses on a subject it becomes more salient/important to the publicb. What impacts the agendai. Media through emphasis and omissionii. Sources through actions and availabilityiii. Repetition and prominence are important c. Duration of agenda linked to media coverage and issue characteristicsd. Media dependencei. Without personal experience or knowledge, people must rely on media1. Media that tell people what to think about and how to think about ite. Framingi. Related to reporters use of selected facts, themes, descriptions and even words to explain news stories 1. We work to position/frame a storyf. Primingi. Media (and PR pros through media) help determine the criteria by which people evaluate leaders, events, etc3. Decision making processa. Involvement (ego) relevance (Info processing)i. Purchase decisions1. Awareness-(a)- knowledge-liking-(b)-preference-conviction-(c)-purchase a. Learning (cognition)b. Feel (affective- emotional)c. Doing (behavioral-cognitive) 2. If you are high In involvement than you’re likely to engage in this decision making processb. Low involvementi. Learn-do-feel1. Learning (cognitive)2. Learning (emotional)3. Doing (behavioral)4. Impulse