Using communication theory: An introduction to planned communication/
Sven Windahl and Benno H. Signitzer with Jean T. Olson
- 2nd ed.
- London: Sage, 2009.
- 302 p.
Introduction -- Conceptual tools -- The nature of communication planning -- Not all problems are communication problems -- Categorization of basic strategies -- Multi-step flow approaches [1]: the two-step model -- Multi-step flow approaches [2]: diffusion of innovations theory -- A network approach -- Systems theory perspectives -- Social marketing perspectives -- Communication campaigns: a meeting place for different approaches -- The sender/communicator -- The message -- The medium -- The audience -- Effects
9781412948395
Communication planning Mass media -- Planning Communication -- Philosophy