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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 ...
It consists of assessing the audience to make sure the information provided to them is at the appropriate level. The audience is often referred to as the end-user, and all communications need to be targeted towards the defined audience. Defining an audience requires the consideration of many factors, such as age, culture and knowledge of the ...
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 ]
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.
By categorizing the audience's motives for viewing a certain program, they aimed to understand any potential mass-media effects by classifying viewers according to their needs. [7] The audience motivations they were able to identify helped lay the groundwork for their research in 1972 and eventually uses and gratifications theory. [ 16 ]
Merton [6] distinguishes two types of opinion leadership: monomorphic and polymorphic. Typically, opinion leadership is viewed as a monomorphic, domain-specific measure of individual differences, that is, a person that is an opinion leader in one field may be a follower in another field.
Audience segmentation is widely accepted as a fundamental strategy in communication campaigns to influence health and social change. [4] Audience segmentation makes campaign efforts more effective when messages are tailored to the distinct subgroups and more efficient when the target audience is selected based on their susceptibility and ...
Active listening is a communication technique designed to foster understanding and strengthen interpersonal relationships by intentionally focusing on the speaker's verbal and non-verbal cues. Unlike passive listening, which involves simply hearing words, active listening requires deliberate engagement to fully comprehend the speaker's intended ...