Models, Theories, and Communication: A Comprehensive Guide

Posted on Aug 2, 2024 in Arts and Humanities

Models

Models are constructions made by researchers to represent reality in a simplified way. They help to organize and interrelate concepts, explain reality, and predict results.

Functions of Models

Organizers: order and interrelate concepts.
Heuristic: explain reality rather than describe it.
Sighted function: predict results and control events.

Lasswell Model

Who
That
Channel
To whom
Who
What are the consequences
Why
Under what conditions and responsibilities
What aids
What social circumstances

Evolution of the Studies on the Effects

1. Stage Media Totpoderosos (1920-1945)

Domain Consolidation behavioral paradigm of mass media
Evolution towards an economy of consumption
Theory of political upheaval or the magic bullet theory
Lagulla hypodermic

2. Stage of Limited Effect (1945-1970)

Lewin, Theory of Interest
Selective perception, social attitudes and opinions
Filters (group membership)
The message to process (many factors)
Disonància cognitive theory (Festinger)
The means are not sufficient cause and only

3. The Return to Stronger Effects (1970-Ende)

Rise of electronic media and television
Media consolidated part of social reality
A whole process, from conception compleza hearing, social and cultural factors
Gatekeeper theory, theory of agenda setting.

Theories

Theory Lagulla Hypodermic (Magic Bullet Theory or the Theory of Uniform Transmission Chain)

Hour Media Devices ER Nature
Instinctive irrational or emotional reactions
Easy diversion and influence of members of the mass
Messages always reach their goal
Propaganda Media totpoderosos

Theory Modeling (Gerbner, 1973)

The long-term substitute experience personal media messages (TV) dominate our environment
Adoption of a symbolic propagation media vision weapon system industry: maintain, strengthen and stabilize
Close to the Frankfurt School conception avoid change.

Espirall Theory of Silence (Noelle-Neumann, 1974)

For natural isolation media: the main source of information on consensus to express own opinion
Reservations dopinió Climate: Consensus also diffused through the mass dissemination of the dominant version
More silence dissenting voices in influence to the profile pessimistic perspective of journalists, mass society

Theory of Agenda Setting (McCombs and Shaw, 1972)

Effects of Cognitive construction calendar of events coverage does not influence what we think of nowadays
But we think direct and causal connection between media content and public opinion
Approach Building Society coming to semiotics (textual strategies)

Persuasion

Persuasion is a special type of communication that aims to influence the receiver and modify their behavior. It involves rationalization and affection.

Phases of Persuasion:

Exhibit
Satisfaction
Conviction rational / emotional or
Display
Enjoy
First stir, convince, then persuade

Marketing

Marketing is a set of techniques that encourage the creation, distribution, and sale of products to satisfy consumer needs and obtain economic benefit. It involves product, price, distribution, and communication.

Propaganda

Propaganda is the distribution of ideas and ideologies. It involves persuasive communication, personal and impersonal communication, perpetuation or change of social structures, and congruence of the individual persuaded.

Purposes of Advertising

Report
Jockey
Achieving behavior
Information
Sales
Corporate
Market Effects

The Creative

Advertising is loaded with meaning. It fills products with content and creates a symbolic propagation media vision weapon system industry.

Creativity

Creativity is the ability to innovate and think differently. It is a tool for troubleshooting and expressing ideas.

Elements for the Message

Briefing Document

Contains all the information needed for an advertising campaign, including:

Advertiser Company
Products
Competition
Market
Consumers
Marketing Objectives
Objectives of advertising
Target
Deadlines, budget and other

Positioning

The product’s place in the market in relation to competing products, including:

Physical elements: appearance, duration, quality
Psychological elements: satisfaction, self-realization, illusion
Social elements: status, image, social recognition

Format

The size of each ad, including:

Television: spots 20, 30 or 45 seconds
Press: Double page, full page, half page
Tanks: 4 x 3m, 3m x 8.

Type of Television Advertising

Spot: 20, 30, 45 sec.
Publicity reports (1-3 min.)
Sponsorship (the beginning or end or made by its own presenter)
TV Ad Promotions (part of the program itself or competition)
Overprints
Product Placement and bartering.