Introduces advocacy and feedback, relate to new media
Link to symmetry
Active communicators who select media? Sometimes choose a medium because it reinforces your identity, says something about you
How behaviour is changed
Have any of you seen the latest anti-smoking TV ad? Perhaps the message here is how can you be a good parent (a trait on the whole highly sought after) and do something that terrorises your young children?
This is Martin Lindstrom – anyone heard of him? He is what is known as a branding guru and he uses MRI scanners to monitor subjects brains to see how they respond various messages. Smoking gone up since ban on ad and health warnings on cigs. Smoking Kills and Coke and American Pop Idol. Neuro-marketing claims to help us understand why certain messages work.
At its simplest semiotics seeks to show how what is meant is more than what is said. As a form of analysis it has often been used as a way of detecting so-called hidden agendas. There have been a number of studies of advertising said to show gender bias, for example, one study claimed that in magazine advertising featuring both sexes typically the man would be placed higher than the woman reflecting her subordination. Another study of toy advertising claimed that in TV adverts for girls toys the camera lingered longer on the girls, used fades (presumably for a softer effect) and showed less overhead shots.
A corporate story is a comprehensive narrative about the whole organisation, its origins, its vision, its mission. However, the emotionally formulated core story is much more than just a vision or mission statement. By incorporating elements such as competencies, fundamental beliefs and values, it mirrors something deep within the organisation and provides a simple yet effective framework guiding the organisation in all its actions. (Holten Larsen in Schultz et al. 2000:197)
You may well have a favourite colour and the next two slides may or may not tell you what that says about you. These are the most commonest interpretations of the use of various colours but they are by no means universal. We all know that whereas in the West the ideal wedding dress is white in China it would be red. Perhaps the Chinese have got it right – a recent university experiment found that women wearing red were found to be the most attractive and had the most money spent on them!
Purple may be thought of as a new age sort of a colour but it is also heavily associated with the Christian church. One of our students brought in a number of adverts for assorted financial funds with each fund characterised by a specific colour. They all seemed so wrong, for example, the sharia compliant advert was in purple and the environmentally friendly fund was red. It was interesting how the selection of a colour for a simple newspaper advertisement which was mostly text could be so significant. But the point is colour is a form of shorthand that acts as a signal for the reader.
Communication theory 1
Communication conceptsDavid Phillips
Shannon and Weaver – Linear model of Communication Transmitter Receiver Destination DecodeSource Encode Signal Signal received Message Message received
Problems with the Linear Model• But do senders and receivers have the same mindset? (McQuail 1987)• Assumes that information is neutral – without intrinsic meaning (Dervin 1989)• Reduces meaning to something delivered like a parcel (Reddy 1979)
Customer informationPassengers must carry dogs on escalators
Hypodermic approach and two-step flow Hypodermic model Two-step flow model MASS MEDIA MASS MEDIA Individuals in socialIsolated individuals contact with anconstituting a mass opinion leader Opinion leaders
Westley and Maclean model - the role of the communicator E feedback V E N T S Channel: C aims to provide Behavioural: B members of the the public with information, public acting as an intermediary Advocacy: A aims to between A and the public. influence people, either Non-purposive role – directly or indirectly (eg individuals are not furthering PR people, pressure their own personal interests. groups) (Mass media) Windhal and Sigtnitzer with Olsen (1994)
Reading or watching the news 1. The audience consists of people…..each person is subject to many influences, of which the communicators’ message is typically only one small source of influence 2. People tend to read, watch, or listen to communications that present points of view with which they are sympathetic or which they have a personal stake 3. Careful framing must take account of both the intended and unintended effects of message content. Cutlip, Center and Broom, (2000)
People will put a certain amount of energy into understanding a message too simple too complex so what? ??? apathy too much effortlost interest lost interest Connection with personal experience helps understanding generates interest Adapted from Fruh, 1980 will tip the balance
Transparent Communication Many communication efforts have failed because the publics are aware of the facts but not reasons behind those facts. Today’s publics aren’t inclined to trust blindly. When organisations engage in transparent communication they provide the kind of information that: ▫ identifies the problem ▫ gets people interested in it ▫ airs the various options ▫ and otherwise creates a climate of understanding and involvement before plans are announced that affect the publics. Smith, R. D. (2005)
Media uses and gratification theory ofcommunication “The audience is made up of individuals who demand something from the communication to which they are exposed” So the communication process is interactive. People use the mass media for different reasons: 1. To find out what is happening that has some impact on them 2. Entertainment and diversion 3. Reinforcement of opinions 4. Decision making about buying a product or service Uses and gratification theory assumes that people make highly intelligent choices about which messages require their attention and fulfil their needs. Wilcox et al (2005)
Agenda-setting Theory “The press is significantly more than a purveyor of information and opinion. It may not be successful much of the time in telling people what to think, but it is stunningly successful in telling readers what to think about.” Cohen, in McCoombs and Protess 1991
Five Stage Adoption Process1. Awareness – new idea introduced in news story2. Interest – more information sought3. Evaluation – feedback from family, colleagues4. Trial – idea tried out with others, e.g. “I read….”5. Adoption – idea integrated into belief system, “I read…..becomes I think…..”Wilcox et al (2005)
“With all the sophisticated mental apparatus we have used to build world eminence as a species, we have created an environment so complex, fast-paced, and information-laden that we mustincreasingly deal with it in the fashion of the animals we long ago transcended.”Robert B. Cialdini
The consistency principleCommunication objective: to increase the number ofpeople who will agree to go door to door collectingdonations for a charity.How to gain commitment: call a sample of residentsand ask them to predict what they would say if asked tospend 3 hours collecting money for a cancer charity. Notwanting to appear to be uncharitable many people willsay that they will volunteer.In the US when this was followed up by an actual requestfor volunteers this generated a 700 per cent increase.Cialdini, R B (2007: 67-8)
Use of FearFear is one of the most studied emotional appeals incommunication and social influence research. Pictures of a diseased lung, rotting teeth and the effects of throat cancer are to appear on cigarette packets from 1 October 2008
Messages: Use of FearHigh fear messages about the dangers ofsmoking, when combined with believablerecommendations, produce high scores onintended compliance.Three factors affect theimpact of fear messages:1. Seriousness or harmfulness of the subject2. Likelihood or probability of the feared event3. Efficacy of the recommended course of actionCutlip, Center and Broom (2000)
Anti-Smoking CampaignThe Department of Healthlaunched the latest in a line of anti-smoking ads last year (31October).The advert opens on a darkenedchildrens bedroom and a younggirl is heard saying: "Im not scaredof the dark.”The ad then cuts through a series of images, including a crawlingspider and the leering face of a clown, with the young girl saying "Imnot scared of spiders", and "Im not scared of clowns".It ends with a group of young mums who are chatting together andsmoking; the girl says: "Im scared of my mum smoking."
Messages: Using a health & beauty approach“The white paper on public health hasgenerated significant column inchesfocusing on the proposed ban on smokingin public places, which presents both anopportunity and a challenge for PRprofessionals.On the one hand, it creates increasedmedia interest in smoking cessation, but italso turns smokers off from the healthmessage. Cohn & Wolfe HealthcareWe’ve been more successful in the past by account manager, quoted in PR Week, 7 Jan 2005taking more of a health and beautyapproach rather than a strict healthmessage to communicate more directlywith women who smoke”
From The Sunday TimesNovember 2, 2008Now the buyer must bewareMartin Lindstrom, the boy wonder of branding, tells that the future of shopping is all in themind
Using the Right LanguageResearchers in the US approached 217sunbathers and gave them either “gain”(protect yourself from the sun and you willhelp yourself stay healthy) or “loss” (notusing sun-cream increases your risk of earlydeath) messages. They then gave couponsto hand in for free sun-cream.71% of people given a gain message pickedup sun-creamOnly 50% of people given a loss messagepicked up sun-creamObserver magazine, 17 October 2004
Binge drinking in the UK – how cancommunications help to solve the problem?
Semiotics How systems of signs (language, symbols, images) are usedin the social construction of meaning. How we make things andevents signify (or carry meaning), e.g. in ‘spin’. Rather than things and events having an inherent meaninggiven by nature, language is socially constructed. Meaningsare never ‘given’, ‘natural’ or ‘obvious’. Signs are read in relation to codes - wider systems ofmeanings.These codes require broad cultural and socialagreement, for meaning to be produced.
Semiotics – a receiver perspective Denotative Connotative Ambiguous Polysemic The literal, dictionary The internal Perhaps the Multiple meaning. associations each messages have associations, reader/viewer multiple varying from brings to the dictionary person to message meanings person, and from culture to cultureTench and Yeomans (2009:261)
What is “meant” is invariably more thanwhat is “said.”(Smith 1988, Olson 1994)
Binary opposition is one of the mostimportant principles governing the structureof language.Lyons 1977 Left Right Boom Bust Success Failure
“It’s prejudice that’s queer.”“My son’s homophobic, but I hope it’sjust a phase.”Terrence Higgins Trust 1999 campaign against homophobia
Narratives help to make thestrange familiar. They providestructure, predictability andcoherence.Chandler 2002
Four PlotsThe Quest (Source: Romantic) The Downfall (Source: Tragedy)Where a progressive hero- Where a hero is pitched fromadventurer, challenges the status success to danger and humiliation,quo or conventional wisdom, primarily as a result of fate orexperiences set-backs, but external eventsultimately succeedsThe Contest (Source: The Scam (Source: Irony)Melodrama) Where a hero is exposed asWhere a polarised struggle between incompetent, corrupt or a fool,two heroes characterised as good apparently heroic actions areand evil, leads to a climactic battle reinterpreted as a scam to fleecein which the opposition is defeated others
The Language of ColoursColour Symbolises Used By Power, Activity,Red RescuePink Calm, Feminism Movement,Orange Construction, Energy Light, Future,Yellow Philosophy Money, Growth,Green Environment Trust, Authority,Blue Security Royalty, Spirituality,Purple New Age
whiteprotection, purification, moon work, clarity of vision and insight, healing, pure focusedenergy, strengthens the powers of other colours, sincerity, calm, blessing, simplicitysilverfluidity, psychic gifts, clarity of inner vision, purifying, calm, the mysterious (think of themoon)goldconnection with higher powers, divine inspiration, spiritual energy, attraction and abundance,leadership (think of the sun)redpassion, courage, ernergy, sex, attraction and magnetism, sensuality, the opposite sex,forcefulness, self assertion, love, physical vitality, warmth, action (think of fire)pinkaffection and romantic love, compassion, friendship, benevolent forces, understanding,diplomacy, purity, healing of the feminineorangeenergy, attraction, self-control, organisation, self esteem, warmth, adaptability, vitality, joy,kindness, alertness, creativity, harvest, maturity (think of the harvest sun and moon)
purplepower, healing, magic, combatting disease and infections, spirituality, psychic healing,meditation, judgement, flamboyance, ceremony (think of royal purple)yellowattraction and activity, communication, eloquence, intellect, confidence, travel,concentration, agility, inspiration, happiness, luck, optimism, faith, balancegreenmoney, prosperity, healing, growth, employment, fertility, success, health, harmony, newbeginnings, renewal (think of green plants)bluehealing, relaxation, peace, truth, wisdom, clarity of expression, serenity, meditation,harmony, calm, devotion, spiritual understanding, introspection (think of a clear blue skyor the ocean)brownearthy, grounding, steady, stable, concentration, healing, cleansing, working withanimals and the home, the feminine (think of the earth)greyneutrality, balance