TY  - BOOK
AU  - Windahl, Sven.
AU  - Signitzer, Benno H.
AU  - Olsen, Jean T.
TI  - Using communication theory: an introduction to planned communication
SN  - 9781412948395
U1  - 302.2 
PY  - 2009///
CY  - New York
PB  - Sage
KW  - Mass media--Planning	
KW  - Communication planning	
KW  - Communication--Philosophy	
N1  - Preface

Note on the New Edition

1 Introduction

Part I The Basics

2 Conceptual Tools

3 The Nature of Communication Planning

4 Not All Problems Are Communication Problems

5 Categorization of Basic Strategies

Part II Theoretical Approaches to Communication Planning

6 Multi-Step Flow Approaches (1); The Two-Step Model

7 Multi-Step Flow Approaches (2): Diffusion of Innovations Theory

8 A Network Approach

9 Systems Theory Perspectives

10 Social Marketing Perspectives

11 Communication Campaigns: A Meeting Place for Different Approaches

Part III The Elements of Mass Communication Theories

12 The Sender/Communicator

13 The Message

14 The Medium

15 The Audience

16 Effects

Afterword

Glossary

Bibliography

Index
ER  -