1. WEEK # 2

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3. •–Linear Model
•–Interactive Model
•–Transactional Model

4. Linear Model -
•–Shannon & Weaver 1949
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•One way communication process
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•Speakers only speak and never listen
•Listeners listen but never speak
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5. .1
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.3
.4
.5
.6
.7

8. - Interactive Model
•Wilbur Schramm–
•Two way communication process
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•The receiver provides feedback
•They communicate better if they have a common field of
experience
•–Feedback–Field of
experience
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•it does not indicate that communicators can both send and receive
messages simultaneously

10. –Transactional Model
•Barnlund, 1970
•-Cooperative
•–The message builds
on previous messages
•–Communication
negotiates meaning
•–Active process of
understanding
•–Field of
experience must exist

12. .1
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.3
.4
.5

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15. .1
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.3
.4

16. •Magic bullet theory or Hypodermic needle
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.3

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•“––
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21. •–
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22. •
•(Arie)
.1
.2
.3
.4

23. .1
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.2

24. -Opinion Leaders
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.3
.4
.5
.6
.7

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27. •(uses)(gratifications)
(needs)
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.1(enjoyment)
.2
(companionship)
.3(interpretation)–
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.4(surveillance)


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29. –Agenda
Setting
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30. –Agenda
Setting
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Bernard Cohen

31. –Agenda
Setting
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32. .1–
.2–
.3-
.4
.5

34. -Gatekeeping theory
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(gatekeeper

36. .1–
/
.2–
.3–
.4–

38. -Diffusion of Innovation
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39. -Diffusion of Innovation
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40. .1–
.2–
.3–
.4–
.5–

41. .1
.2
.3
.4:
.5-.

42. •
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.1
.2
.3

44. –Spiral of Silence
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45. •
(consistent position)
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46. .1
.2
.3