answer for zazu_al

profileRey writer
order_37467_96806.ppt
Home>Business & Finance homework help>Management homework help>answer for zazu_al

EVOLUTION OF PR ASSIGNMENT
PRESENTATION

NAME:

INSTITUTOINAL AFFILIATION:

INTRODUCTION

  • According to Shoemaker, Tankard, & Lasorsa, (2004), theories are used to explain:
  • Observations
  • Experience and
  • Experimentation.
  • Public relation programs use theories from:
  • Psychology
  • Sociology e.t.c.

Individuals use theories in their day to day life when they are deciding what to do or even when trying to figure out the expected outcomes in the situations that individuals face.

For instance, theories from psychology give details in regards how the thinking of different individuals affect their decisions or behaviours. Theories from Sociology are used to explain the way individuals interact with one another and how such interactions affect the outcomes of the activities they are engaged in.

Theories can be developed based on what we see (observe), experience (what one encounters) or experiment (coming to a conclusion about a particular aspect based on experimental results).

*

THE MAGIC BULLET THEORY

  • Developed after WW I.
  • Also known as hypodermic needle model.
  • States that:
  • Mass media has direct, immediate and powerful effect on audience.
  • People believe the message because:
  • There is no alternative source of information.

The theory is based on the idea that individuals are most likely to act based on the information they obtained from the media. The media can be used to influence choices made by individuals.

*

KEY CONCEPTS OF THE THEORY

  • Theory reflects behaviorism.
  • Audience manipulated as a single unit.
  • They are singular and passive.

Since the audience are considered to be singular and passive, media creators are then able to influence all of them simultaneously in regard to their thoughts and actions with the content they create.

*

KEY INDIVIDUALS BEHIND THE THEORY

  • Lasswell-1948
  • Reflected the theory in his statement
  • “Who said what to whom through what channel with what effect?”

In his statement, Lasswell clearly demonstrated the theory as presented above.

*

PRIMARY INFLUENCES ON THE INDUSTRY

Historically

  • Hitler monopolized the media.
  • He wanted to unify the whole of German public behind Nazis.

Currently

  • Product advertisements.
  • Make individuals buy products.

The theory has been used both historically and currently. Hitler aimed at unifying Germans by monopolizing the media in order to control the information. Currently, there are various commercials in the various forms of media that are aimed at influencing buyers to purchase products and services.

*

EXAMPLE OF THE THEORY

Historically

  • The 1938 radio broadcast of the War of the World.

Currently

  • Apple advertisement in new devices launch.

The radio broadcast about the war of the world in 1938 elicited mass reaction from the American public. Whenever Apple is launching a new product, it is advertised giving the targeted audience information regarding how best the new device will satisfy their needs and the result is normally massive sales.

*

REFERENCES

Baran, S. & Davis, D. (2006). Mass communication theory. Belmont, CA: Thomson/Wadsworth.

Beaudoin, C. & Thorson, E. (2002). A Marketplace Theory of Media Use. Mass Communication And Society, 5(3), 241-262. http://dx.doi.org/10.1207/s15327825mcs0503_1

Bryant, J. (2004). Theory and Research in Mass Communication. Journal Of Communication, 54(4), 662-704. http://dx.doi.org/10.1093/joc/54.4.662