Evolution of Strategic Communication

Timeline created by Kimchii95
  • Le Bon

    Le Bon
    Crowd Mentality - Power of the crowd or group opinion can be heavily influenced by the opinion of the authoritative figure. LeBon describes what could happen if communist propaganda turns out to be successful. (Le Bon, 64-65).
  • Freud

    Primal Father: They tell their "children" what to do with the expectation that they will agree to do so (pg. 2).
    To influence the hypothetical father in communication would mean the followers would be easily influenced as well.
  • Laswell

    Defines Propaganda as "The management of collective attitudes by the manipulation of significant symbols" (Laswell, 627). War propaganda involves an enemy, an ally, and a neutral. It essentially controls how attitudes should be towards war participation (Laswell, 630).
  • Bernays "The Father of Strategic Communication

    Bernays "The Father of Strategic Communication
    Sees propaganda as an interesting method in order to manipulate the public. "Influence the leaders, you automatically influence the group" (Bernays, 2).
  • Hypodermic Needle Theory

    Hypodermic Needle Theory
    Also referred to as the Transmission Model or the Magic Bullet Thoery.

    Claims that messages intended by media producers are directly received and wholly accepted by the receiver. (Lecture, 8/27/15).
  • McDonald: War of the Worlds Research

    McDonald: War of the Worlds Research
    Nightly broadcast program played sections of "War of the Worlds" in the middle of music airplay.
    Listeners who changed to the stations in the middle of the program mistook the announcement of an "alien invasion" as an actual German invasion (McDonald, 187).
  • Lazarsfeld & Colleagues

    Lazarsfeld & Colleagues
    Mass media was not associated with simple changes in attitude or opinion. Instead, Lazarsfeld and his colleagues realized that mass media were more associated with a "reinforcing effect" (McDonald, 188).
  • Adorno: Theory About the Listener

    Adorno: Theory About the Listener
    Recognition & Acceptance.
    For advertisers, music and other media forms only have to be repeated over and over again until it's "recognized in order to be accepted" (Adorno, par. 1).
  • Adorno: The Culture Industry

    Adorno: The Culture Industry
    Culture industry is a concept created to dull the sense of the general public into thinking that it's not "true relaxing" unless one is spending money on something (Adorno, 101).
    Culture industry is like a type of propaganda where it advertises in a way to appeal to the public, even if there is no ounce of diversity found in the media outlets.
  • Lasswell

    Lasswell Model:
    "Says What"
    "In Which Channel"
    "To Whom"
    "For What Purpose"
    "Under What Circumstances"
    "With What Effect" One convenient way of addressing how to describe any act of communication (Lasswell, 216).
  • Lazarsfeld & Katz

    Lazarsfeld & Katz
    Two Step Flow of Communication: Ideas flow from "radio and print to opinion leaders and from them, to the less active sections of the population" (Lazarsfeld & Katz, 32).
    Weak Effect: Personal influences were claimed to be more effective than mass media itself (Lazarsfeld & Katz, 41).
  • Noelle-Neuman

    Spiral of Silence: The public opinion is what dominates and compels compliance in attitude and behavior (Noelle-Neuman, 44).
    If enough people are in agreement of a certain opinion, those who are in disagreement, may be compelled to just go along with the crowd out of fear of being isolated (Noelle-Neuman, 44).
  • W. Phillips Davison

    W. Phillips Davison
    The Third Person Effect: People tend to overestimate the influence that mass communications have on the attitudes and behavior of others (Davison, 3).
    Propagandists try to manipulate the behavior of the third persons by seeking to influence someone else (Davison, 3).
  • Scheufele & Tewksbury

    Scheufele & Tewksbury
    New negation models are introduced: Framing, Priming, and Agenda Setting, with the idea that mass media "had potentially strong attitudinal effects" (Scheufele & Tewksbury, 11).
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    Time Span of World War I.
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    Time Span of World War II
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    Vietnam War

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    Gulf War