Media Campaign

Media Campaign

1. News Values

   • Hallahan
     • News Values make the story attractive
   • Galtung & Ruge: 1965
     • Elite People
       • Frequency
       • Unexpectedness
       • Simplicity

2. Mass Communications

   • Janowitz: 1968
     • The technologies organisations use to reach large audiences
   • Osgood & Schramm: 1954
     • Diagram: Message > Decoder > Interpretor > Encoder

3. Agenda Setting

   • GUMG: 1980
     • The media controls what the public sees as important

4. Framing

   • Takeshita: 1997
     • 'perspective definition' of the news media platform
   • Wolfsfled: 2004
     • story that fits narrative of news media.

5. Message Structure

   • Roger: 1975
     • Structure: Problem > Vulnerability > Response > Individual Effect
   • Cohen: 1957
     • Structure goes: Problem > Solution

6. Source Credibilty

   • O'Keefe: 2002
     • Judgement made by message recipient concerning message senders believability
   • Raven: 1983
     • Attractivness & Expertise: Most Credable
   • Perloff: 2003
     • Attractiveness
     • Expertise
     • Trustworthiness
     • Similarity