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Persuasion in communication is another term for influential, or influence, in communication. Persuasion is a process of communication to influence a person or audience on cognitive, affective, and behavioral information. [10] See also Suggestion Theory and how it relates to persuasion in communication and media effects research by Patrick R ...
Many scholars have followed Schramm's criticisms of linear transmission models. They agree that communication is a dynamic exchange involving an active audience and feedback loops. [1] [5] [20] Schramm's other innovations have also been influential, like his concept of the field of experience and his development of relational models in his ...
Audience theory offers explanations of how people encounter media, how they use it, and how it affects them. Although the concept of an audience predates modern media, [1] most audience theory is concerned with people’s relationship to various forms of media. There is no single theory of audience, but a range of explanatory frameworks.
Opinion leadership is leadership by an active media user who interprets the meaning of media messages or content for lower-end media users. Typically opinion leaders are held in high esteem by those who accept their opinions. Opinion leadership comes from the theory of two-step flow of communication propounded by Paul Lazarsfeld and Elihu Katz. [1]
The study also uncovered an influence process that Lazarsfeld called "opinion leadership." He concluded that there is a multistep flow of information from the mass media to persons who serve as opinion leaders which then is passed on to the general public. He called this communication process the "two-step flow of communication". [15]
Audience reception theory can be traced back to work done by British Sociologist Stuart Hall and his communication model first revealed in an essay titled "Encoding/Decoding." [2] Hall proposed a new model of mass communication which highlighted the importance of active interpretation within relevant codes. [3]
Active audience theory; Agenda-setting theory; Allocution (media theory) Audience theory; B. Broken Britain; C. ... Toronto school of communication theory;
The theory also resembles theories of consumer behavior, health communication, media exposure, and political communication popular in other domains of communication research. However, the situational theory of publics contains more variables and has a more developed system of measurement and analysis than these other theories. As a result, it ...