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Using Communication Theory
An Introduction to Planned Communication

Second Edition


© 2009 | 312 pages | SAGE Publications Ltd
"Using Communication Theory was a rarity in bridging the gap between ideas and practice. It was itself a model of good communication and in its second, revised edition, it is still a most reliable and accessible guide to the lessons that communication theory and research offer to practitioners, especially in planning for change."
- Denis McQuail, Professor Emeritus, University of Amsterdam

"Using Communication Theory has become a classic in the education of communication. It is the comprehensive and self-evident source for theories and models, forming the base for the study of professions requiring communication planning."
- Larsåke Larsson, Örebro University

What does theory have to do with the practice of communication? Communication planning is used daily by thousands of people: public relations practitioners, technical writers, information campaigners, advertising professionals, organization consultants, educators, health communicators and more. Without a solid understanding of communication theory, practitioners have difficulty getting their messages heard.

The second edition of this best-selling textbook has been updated with the student firmly in mind. With new learning features that directly engage with the practical side of theory, students will:

  • Practice what they learn with activities and exercises.
  • Apply their own experiences to theory through prompts to reflection.
  • Consolidate their learning with highlighted definitions and lists of key terms.
  • Take it further with boxed excerpts from classic texts.

Showing how theories relate directly to the planning and experience of effective communication, Using Communication Theory - 2nd Edition provides indispensable insights into the practical nature of communication theory. In today’s landscape of communication overload, this book remains an essential, authoritative guide for both students and practitioners.

 
Introduction
 
PART ONE: THE BASICS
 
Conceptual Tools
 
The Nature of Communication Planning
 
Not All Problems Are Communication Problems
 
Categorization of Basic Strategies
 
PART TWO: THEORETICAL APPROACHES TO COMMUNICATION PLANNING
 
Multi-Step Flow Approaches (1): The Two-Step Model
 
Multi-Step Flow Approaches (2): Diffusion of Innovations Theory
 
A Network Approach
 
Systems Theory Perspectives
 
Social Marketing Perspectives
 
Communication Campaigns: A Meeting Place for Different Approaches
 
PART THREE: THE ELEMENTS OF MASS COMMUNICATION THEORIES
 
The Sender/Communicator
 
The Message
 
The Medium
 
The Audience
 
Effects

Using Communication Theory was a rarity in bridging the gap between ideas and practice. It was itself a model of good communication and in its second, revised edition, it is still a most reliable and accessible guide to the lessons that communication theory and research offer to practitioners, especially in planning for change.

Denis McQuail
Professor emeritus, Univesity of Amsterdam

Using Communication Theory has became a classic in the education of communication. It is the comprehensive and self-evident source for theories and models, forming the base for the study of professions requiring communication planning.

Larsåke Larsson
Örebro University

A thorough and very well structured introduction to communication theory.

Mrs Anna karina Kjeldsen
Aarhus School of Business, Aarhus University
March 28, 2014

Very good introduction, easy to read and understand, especially for students who are not embedded in communication studies already.

Mr Morten Larsen
Department of Development & Planning, Aalborg University
October 16, 2013

The subject coordination committee decided that it would serve best as a supplement to the main text: Applying Communication Theory for Professional Life (Dainton & Zelley). This text works wonderfully to bridge the gap between theory and practice, and students use this extensively for reference to complete assignments in addition to extra readings.

Ms Vijaya Sooria Sangaran Kutty
Communication, Sunway University
May 13, 2013

An important reference for every students aiming at developing of a theoretical framework for her or his study. Concise, comprehensive, and accessible.

Mrs Beata Kviatek - Simanska
School of Communication & Media, Hanze University
June 24, 2012

Too much focus on practical scenarios or approaches. My course needs to incorporate more scholarly theories and issues related to empirical studies/research

Mr Stephen DiDomenico
Communication Dept, Rutgers The State University of New Jersey
June 2, 2012

the book is very good, but I need a book or more adapted to the current needs of application. Have used Sunstein on rumors, percy and elliot strategic advertising plus gladwell's blink

Mr Tore Kristensen
Department of Marketing, Copenhagen Business School
September 14, 2010

Sample Materials & Chapters

Chapter One PDF

Bibliography

Index


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Sven Windahl

Benno Signitzer

Jean T Olson

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ISBN: 9781412948395
£30.99