| Term | Definition |
|---|
| communication | the implementation of a decision, the process and the means by which objectives are achieved. the act of transmitting information, ideas, and attitudes from one person to another. |
| 2-way communication | establishes a dialogue b/w the sender and the receiver ( 2 people having a face-to face conversation) |
| 2-way symmetrical communication | communication that is BALANCED b/w the sender and the receiver |
| asymmetrical | to convince the audience of their point of view through dialogue |
| media uses and gratification theory | the audience is made up of individuals who demand something from the communication to which they are exposed, and who select those that are likely to be useful to them. (INTERACTIVE) |
| passive audience | individuals that only pay attention to a message cuz its entertaining and offers diversion |
| Active audience | an audience that is already interested and are seeking more supplemental information |
| TV/ Film | most effective methods of communication cuz they engage an audience's sight and hearing |
| Channeling | a technique to garner audience attention and begin a message w/ a statement that reflects audience values and predispositions |
| Branding | when companies invest considerable time and money to make their names and logos a symbol for quality and service |
| euphemism | an inoffensive word or phrase that is less direct and less distasteful than the one that represents reality. |
| doublespeak | words that pretend to communicate but really do not (ethnic cleansing to murder thousands in Kosovo) |
| source credibility | when members of the audience perceive the source as knowledgeable and expert on the subject or not |
| sleeper effect | even if organizations are perceived initially as not being very credible sources, people may retain the 411 and eventually separate the source from the opinion |
| cognitive dissonance | people will not believe a message contrary to their predispositions unless the communicator can introduce information that causes them to question their beliefts |
| entropy | when a message loses its information as media channels and people process the information and pass it on to others |
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