CHAPTER 7
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What is...
Ears are
important!
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2
Let’s Discuss
Early Communications Theory
TWO-STEP
THEORY
Organization
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Media
Audience
3
Let’s Discuss
Early Communications Theory
Concentric-Circle
Theory
IDEA
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4
Let’s Discuss
Source
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Early Communications Theory
Message
Receiver
5
DEFINE:
Cybernetics
How communication is used
for direction and control
Feedback
Receiver Action
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6
Let’s Discuss
Modern Communications Theory
ource
ncoder
essage
ecoder
eceiver
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7
DEFINE:
Encoding
The source’s message is
translated
Decoding
The receiver interprets the
encoded message
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8
What is the ...
Central person or organization
doing the communicating
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9
 Translates Ideas
 Uses Semantics
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10
Theories of What
Constitutes the Message
Most Popular Theory
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11
Theories of What
Constitutes the Message
Marshall McLuhan’s Theory of
“Cool & Hot” Media
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12
Theories of What
Constitutes the Message
Charisma is Important!
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13
Stereotypes
Media
Peer Groups
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Symbols
Semantics
14
Things Can Happen After
Receiver Decodes Message
 Attitudes may change
rarely happens
 Attitudes may crystallize
happens often
 Doubt can be created
 Nothing may happen
feedback is still necessary
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15
Communication Can Be…
V
E
R
T
I
C
A
L
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Hear ye
Hear ye
16
Communication Can Be…
V
E
R
T
HORIZONTAL
I
C
A
L
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Hello Hello
17
QUICK QUIZ
What is...
Connotative Meaning
Emotional associations
Denotative Meaning
Dictionary definition
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18
RECAP:
Communication Process
SOURCE
FEEDBACK
ENCODER
RECEIVER
MESSAGE
DECODER
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