2. Perception is individual.
It is intimately tied to an
individual’s belief and
value system.
Perception carries the
power of truth.
What is perceived by an
individual is what they
believe to be true.
3. Selective Perception-the
inherent human function
of selecting from the
millions of daily stimuli
only those messages one
chooses to perceive.
Selective Retention-the
inherent human function
of selecting from the
hundreds of stimuli
perceived only those
messages one chooses to
retain.
4. 3 Motives for Media
Use:
1. Environmental
surveillance
2. Environmental
diversion
3. Environmental
interaction
A basic assumption of
the theory is that
people choose how
media will serve them
and use media for
those purposes.
5. Milton Rokeach developed a theory
about human behavior, attitude,
and attitude change.
In this theory, beliefs are the
fundamental building blocks of
attitudes.
◦ Attitudes toward objects
◦ Attitudes toward situations
Core beliefs are values that function
as life guides.
A collection of beliefs organized
around a focal point like an issue,
event, or person constitute an
attitude.
6. People are motivated to
action in 3 ways:
1. Power may be legitimate
authority, peer group
pressure, or informal status.
2. Patronage is simple paying
for the desired behavior
either monetarily, in kind, or
by favor.
3. Persuasion is the method
most used by public relations
and typically involves
information disseminations
and appeals to change
attitudes and opinions to
achieve the desired behavior.
7. An opinion leader is
someone we turn to for
advice and counsel,
typically because he/she
has more knowledge or
information about the
issue in question.
See Figure 2.2
8. Logos-logical argument
Pathos-emotional appeal
Ethos-source credibility
Self interest-convincing
them the desired
behavior is in their best
interest.
Self Persuasion
developed by
Robert Cialdini:
1. Consistency
2. Reciprocity
3. Social Validation
4. Authority
5. Scarcity
9. Propaganda devices-See figure
2.3
Ethical Criteria that guide the
communications professional:
1. Do not use false, distorted, or
irrelevant evidence or reasoning or
diversionary tactics
2. Do not deceive or mislead your
audience or conceal your purpose.
3. Do not oversimplify complex issues
or minimize detrimental effects
4. Do not engage in advocacy for
something or someone you do not
trust or believe in personally.
