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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... user-generated content on social networks, pro-social marketing and the managerial aspects of marketing analytics. Yan Jin (Ph.D., University of Missouri) is associate director of the Center for Health & Risk Communication and an ...
... 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 standby, “Who says what to whom via what channel with ...
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Obsah
1 | |
Strategic Storytelling Narrative Messaging in Entertainment and Emergent Media | 20 |
The Promise of Participatory Media Identifying the Potential Roles of Influential Content Generators in Prosocial Strategic Communication | 42 |
The Social Nature of Online Media and Its Effects on Behaviors and Attitudes | 66 |
How We Talk and Why It Matters | 84 |
Strategic Communication and US National Security Affairs CriticalCultural and Rhetorical Perspectives | 103 |
MarketerConsumer Language Cooperation in Strategic Communication | 125 |
How Marketing Communications Influence the Formation of Food Habits Prior to Adulthood | 142 |
Social Media and Crisis Communication Explicating the SocialMediated Crisis Communication Model | 163 |
Index | 187 |
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Strategic Communication: New Agendas in Communication Anthony Dudo,LeeAnn Kahlor Obmedzený náhľad - 2016 |