Alone, draw how this process works.Then, in groups of three or four, compare drawings.Create a group drawing. Each person must contribute. Use at least 3 different colors.Write each person’s name on the back, and t urn in before you leave today.NOTES from the chapter:Message dissemination is the beginning of the communication process and leads to opinion change and adoption of products and services. Six elements in the process are: Receiving the Message Paying Attentions to the Message Understanding the Message Believing the Message Remembering the Message Acting on the MessageSeveral communication models explain how a message moves from the sender tot he recipient.Most communication models incorporate the following four basic elements: Sender/source (encoder) A message A channel A receiver (decoder)A fifth element, feedback from the receiver to the sender, is in modern communication models.
Wilbur Schramm’s model embodies the concept of “shared experience,” which means little or no communication is achieved unless the sender and the receiver share a common language and even an overlapping cultural or educational background. Schramm’s model incorporates the idea of continuous feedback. Both the sender and the receiver continually encode, interpret, decode, transmit, and receive information.
Communication strategies should be designed to attract the attention of two kinds of audiences: passive audiences and active audiences.Passive audiences pay attention to a message only because it is entertaining and offers a diversion.Active audiences are already at the interest stage of the adoption process and seek more sophisticated supplemental information.