Advertising
in Communication
Published online February 2011.
Article. Subjects: communication studies. 9858 words.
Advertising is defined as paid communication from an identified sponsor using mass media to persuade an audience. There are many ways to promote ideas, brands, politicians, or issues,...
Agenda Setting
in Communication
Published online February 2011.
Article. Subjects: communication studies. 8642 words.
The original idea of the agenda-setting (AS) function of news media is both obvious and convincing. This may have contributed to the fact that AS is one of the most frequently...
Argumentation
in Communication
Published online February 2011.
Article. Subjects: communication studies. 8110 words.
Two broad divisions characterize orientations to studies of argumentation by communication scholars and scholars in other disciplines. First, communication scholars perform descriptive...
Audience Fragmentation
in Communication
Published online February 2011.
Article. Subjects: communication studies. 9065 words.
Fragmentation is a broad term used to describe the transition of a population from one comprised of few large audiences for any one media product to another comprised of more numerous...
Brand Equity
in Communication
Published online June 2012.
Article. Subjects: communication studies. 8500 words.
Brands, particularly superbrands like Ivory, Nike, and Mercedes-Benz, are important to companies because they add value for their owners, as well as for their customers. How does a brand...
Censorship
in Communication
Published online June 2012.
Article. Subjects: communication studies. 9291 words.
In a very large body of censorship scholarship spanning centuries, communication scholars point out that every civilization since antiquity has attempted to stop disagreeable expression....
Codes and Cultural Discourse Analysis
in Communication
Published online February 2011.
Article. Subjects: communication studies. 7262 words.
The concept of code is used in this body of work to identify a system of beliefs and values that are immanent in communication practices. The concept has its roots in the works of Basil...
Cognitive Dissonance
in Communication
Published online April 2012.
Article. Subjects: communication studies. 7899 words.
Humans strive for cognitive consistency, at least according to the theory of cognitive dissonance and a host of consistency theories that emerged in the mid-20th century. The theory of...
Communication Campaigns
in Communication
Published online February 2011.
Article. Subjects: communication studies. 10318 words.
Public communication campaigns encompass strategies for producing effects on the knowledge, attitudes, and behavior of large populations across a variety of domains, including political,...
Communication History
in Communication
Published online February 2011.
Article. Subjects: communication studies. 10190 words.
All aspects of communication have historical dimensions. Historians of communication thus have a wide purview, studying the role of technology, institutional developments in the media,...