Using communication theory : an introduction to planned communication

Abstract

Introduction PART ONE: THE BASICS Conceptual Tools The Nature of Communication Planning Not All Problems Are Communication Problems Categorization of Basic Strategies PART TWO: THEORETICAL APPROACHES TO COMMUNICATION PLANNING 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 PART THREE: THE ELEMENTS OF MASS COMMUNICATION THEORIES The Sender/Communicator The Message The Medium The Audience Effects

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