Strategic Communication: New Agendas in CommunicationAnthony Dudo, LeeAnn Kahlor Routledge, 1. 7. 2016 - 204 strán (strany) The focus of this book is Strategic Communication. Communication can be defined as strategic if its development and/or dissemination is driven by an expected outcome. These outcomes can be attitudinal, behavioral, persuasive or knowledge-related; they can lead to change or engagement, or they can miss their mark entirely. In looking at strategic communication, one is not limited to a specific context or discipline. Many of the scholars in the volume are generating research that covers strategic communication in ways that are meaningful across fields. This volume collects the work and idea of scholars who cover the spectrum of strategic communication from source to message to audience to channel to effects. Strategic Communication offers news perspectives across contexts and is rooted firmly in the rich research traditions of persuasion and media effects. Spanning multiple disciplines and written to appeal to a large audience, this book will be found in the hands of researchers, graduate students, and students doing interdisciplinary coursework. |
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Výsledky 1 - 5 z 87.
... behavior, particularly on the application of theories of developmental psychology to the study of children's consumer socialization. McAlister's work is largely policyoriented, with an interest in children's knowledge of food brands and ...
... behavioral, persuasive or knowledgerelated; it can lead to change or engagement, or it can miss its mark entirely. In this sense, strategic communication is a thread that runs through a great deal of research produced across mass ...
... behaviors. Myiah Hutchens (Assistant Professor, Washington State University), whose research focuses on the influence of interpersonal discussion on public opinion formation about politics, authors the book's fifth chapter. Hutchens ...
... behavior due to cultural and technological changes are likely to shape the future of strategic communication. The book's final two chapters present new agendas for strategic communication research centered on two highly salient issues ...
... behavior change through mechanisms that seem to circumvent many of the traditional barriers to persuasion. Yet, this enthusiasm for understanding the effects of narrative formats of communication has only emphasized their underlying ...
Obsah
Narrative Messaging | |
Identifying | |
The Social Nature of Online Media and Its Effects | |
Strategic Communication and U S National Security | |
MarketerConsumer Language Cooperation in Strategic | |
How Marketing Communications Influence the Formation | |
Explicating | |
Index | |
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Strategic Communication: New Agendas in Communication Anthony Dudo,LeeAnn Kahlor Obmedzený náhľad - 2016 |