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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... investigates strategic health communication and technology from many perspectives, with the goal of informing theorybased collaborations to improve health outcomes. PREFACE Presented in these pages is a collection of chapters,
... goal of community engagement and the harnessing of user generated content should indeed be described as strategic). Indeed, under the broad umbrella of communication research, we see strategic communication in each element of the old ...
... goal for using a narrative strategy is persuasion or comprehension. Within the communication of science, which was the context for the Dahlstrom and Ho (2012) project, persuasion and comprehension represent contrasting roles within ...
... goal for the narrative should guide its creation. It is important to note here that either goal could be ethical in different circumstances. The second consideration to guide narrative use concerns what elements within a narrative ...
... Goals as generators of activation in narrative understanding. In S. R. Goldman, A. C. Graesser, & P. vandenBroek (Eds.), Narrative comprehension, causality, and coherence: Essays in honor of Tom Trabasso (pp. 111–134). Mahwah, NJ ...
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 |