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What is all this communications
stuff?
David Phillips
FCIPR, FSNCR
What We Will Do Today
• Look back to see what how much we know about
  communicating
• Learn about different models for communication
• Look at the evolving communications landscape
Interacting
• Communication through books - Did you delight in pp
  144-146 of Exploring Public Relations 2006 (Tench &
  Yeomans) and pp 20- 31 The Public Relations
  Handbook 2001 ( Theaker et al)?
• Communication using experiences one to many - This
  slide show is available at Slideshare.net (
 http://www.slideshare.net/dphillips4363)

• Adding a bit of a symmetrical interaction, noise and
  feedback - You can have cell phones on, blog, Twitter,
  and ask questions.
• One to one is not all bad with a bit of symmetrical
  influence - You can email me david.g.h.phillips (at)
  geemaildotcom or chat on Google Talk/Live Messenger.
History of Models
• Animals communicate – Humans communicate –
  what is the difference?
• If humans communicate why don’t we understand
  much about it?
• After 60,000 years of human evolution, Aristotle
  2300 years ago thought of three models
 – Ethos – The nature and qualities of the communicator
 – Logos – The nature, structure and content of the
   message (s)
 – Pathos – The nature, feelings and thoughts of the
   audience.
Laswell’s theory
• Who says – what – to whom – with what – effect.
• Great for propagandists – all control – and limited
  in effect (McQuail & Windahl) – audiences have
  feelings to (and can turn a deaf ear)
• Shannon and Weaver explained how by adding
  Noise ( now extended to physical, cultural,
  intellectual, emotional) and Feedback (the receiver
  has a role too) we can see its not that simple.
• The bank of England dropped interest rate 1.5% -
  did the message get through for student loans?
Osgood and Schramm
All too linear
•   Assumption that communication is linear
•   From someone to someone
•   Who could possibly be interested?
•   What was the effect
•   Should communication ‘do something’?
•   A cognitive implication?
Westley & McLean
Context, society, experience and
culture
•   Communication uses ‘signs’ (Peirce, Saussure)
•   Pictures, words, movements etc.
•   They have meanings
•   My picture is not the same as your picture. My word
    means what it means to me not what it means to you
    (Fiske).
    – Denotative - dictionary definition, explication of a picture
      etc)
    – Connotative - experience of the sign – nice/nasty, fun/dull)
    – Ambiguous - signs with many meanings – fit (healthy)/fit
      (worth a snog)/fit (shoes that don’t)/ fit (a health problem)
    – Polysemic can be interpreted differently. Often leads to
      misunderstanding – ‘I was bombed in London’
The inquisitive human
• McQuail/Blumer & Katz
 – Seeks diversion (from boring lectures)
 – Looks for personal relationships (the social animal)
 – Personal identity (the ‘badges’ that say ‘I’m me’ in the group
   or crowd
 – Surveillance (where am I, opportunities, threats, what’s
   cool)
• McGuire
 – Search for knowledge
 – Search for emotional reward
 – Active or passive engagement
 – Ambition to get educated (internalised)/ need to get a
   degree (external badge)
 – Seeks gratification
Maletzke




      C= Communicator, M = Message, R = Reciever
Mass media
•   Does it work? It depends (friends & neighbours)
•   Opinion Formers and agenda setters
•   Two step flow (with ‘journalist’ in the middle)
•   Agenda setters
Social Media
•   Network effect
•   One-2-one
•   One-2-many
•   Many-2-one
•   Many-2-many
•   Niche not mass communication
•   The transition of mass media (http://www.glamourmagazine.co.uk)
Lets try out the theory
•   Facebook for the corporation
•   Twitter for the newspaper
•   YouTube for the University
•   Computer Games for the teacher
•   Mobile for the fashion industry
•   Network or broadcast?
•   Mass media or niche media?
What We Will Do Today
• Look back to see what how much we know about
  communicating
• Learn about different models for communication
• Look at the evolving communications landscape
What is all this communications
stuff?
David Phillips
FCIPR, FSNCR

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Communication theory 2

  • 1. What is all this communications stuff? David Phillips FCIPR, FSNCR
  • 2. What We Will Do Today • Look back to see what how much we know about communicating • Learn about different models for communication • Look at the evolving communications landscape
  • 3. Interacting • Communication through books - Did you delight in pp 144-146 of Exploring Public Relations 2006 (Tench & Yeomans) and pp 20- 31 The Public Relations Handbook 2001 ( Theaker et al)? • Communication using experiences one to many - This slide show is available at Slideshare.net ( http://www.slideshare.net/dphillips4363) • Adding a bit of a symmetrical interaction, noise and feedback - You can have cell phones on, blog, Twitter, and ask questions. • One to one is not all bad with a bit of symmetrical influence - You can email me david.g.h.phillips (at) geemaildotcom or chat on Google Talk/Live Messenger.
  • 4. History of Models • Animals communicate – Humans communicate – what is the difference? • If humans communicate why don’t we understand much about it? • After 60,000 years of human evolution, Aristotle 2300 years ago thought of three models – Ethos – The nature and qualities of the communicator – Logos – The nature, structure and content of the message (s) – Pathos – The nature, feelings and thoughts of the audience.
  • 5. Laswell’s theory • Who says – what – to whom – with what – effect. • Great for propagandists – all control – and limited in effect (McQuail & Windahl) – audiences have feelings to (and can turn a deaf ear) • Shannon and Weaver explained how by adding Noise ( now extended to physical, cultural, intellectual, emotional) and Feedback (the receiver has a role too) we can see its not that simple. • The bank of England dropped interest rate 1.5% - did the message get through for student loans?
  • 7. All too linear • Assumption that communication is linear • From someone to someone • Who could possibly be interested? • What was the effect • Should communication ‘do something’? • A cognitive implication?
  • 9. Context, society, experience and culture • Communication uses ‘signs’ (Peirce, Saussure) • Pictures, words, movements etc. • They have meanings • My picture is not the same as your picture. My word means what it means to me not what it means to you (Fiske). – Denotative - dictionary definition, explication of a picture etc) – Connotative - experience of the sign – nice/nasty, fun/dull) – Ambiguous - signs with many meanings – fit (healthy)/fit (worth a snog)/fit (shoes that don’t)/ fit (a health problem) – Polysemic can be interpreted differently. Often leads to misunderstanding – ‘I was bombed in London’
  • 10. The inquisitive human • McQuail/Blumer & Katz – Seeks diversion (from boring lectures) – Looks for personal relationships (the social animal) – Personal identity (the ‘badges’ that say ‘I’m me’ in the group or crowd – Surveillance (where am I, opportunities, threats, what’s cool) • McGuire – Search for knowledge – Search for emotional reward – Active or passive engagement – Ambition to get educated (internalised)/ need to get a degree (external badge) – Seeks gratification
  • 11. Maletzke C= Communicator, M = Message, R = Reciever
  • 12. Mass media • Does it work? It depends (friends & neighbours) • Opinion Formers and agenda setters • Two step flow (with ‘journalist’ in the middle) • Agenda setters
  • 13. Social Media • Network effect • One-2-one • One-2-many • Many-2-one • Many-2-many • Niche not mass communication • The transition of mass media (http://www.glamourmagazine.co.uk)
  • 14. Lets try out the theory • Facebook for the corporation • Twitter for the newspaper • YouTube for the University • Computer Games for the teacher • Mobile for the fashion industry • Network or broadcast? • Mass media or niche media?
  • 15. What We Will Do Today • Look back to see what how much we know about communicating • Learn about different models for communication • Look at the evolving communications landscape
  • 16. What is all this communications stuff? David Phillips FCIPR, FSNCR