First school day in the USA. UU.
Introduction
It can be said that Ivy Lee was a pioneer of RRPP as the initiator. He begins to do the first RRPP exercises. Arises in France with the arrival of Americans in the course of the 2.World War. Edwar l. Bernays stood out mainly in the postwar period, created the term of RRPP advisor in 1923. In Europe, Professor Sam Black, author of 16 books on the subject, is one of the most important pioneers and great promoter in the professional field.
Developing
The well -known lasswell paradigm, in which he made the parts of the communicative act "who says what, to whom, through which channel and with what effects". Likewise, it established three functions of the process: surveillance of the environment, relationship of the components of society to produce an response to the environment, and the transmission of social inheritance.
Bet on ‘doing well’, unlike the North American that is committed to ‘doing it’, and does so through internal audiences based on morals, values etc. Contributes to the mlotivation of the human beings of the company. Secondly, we highlight the media omnipotence theory or hypodermic needle theory. This theory explains the influence of the media, either television, radio cinema …, on the dough, unconsciously causing propaganda consumption that changes our way of thinking.
The main school was Frankfurt School, founded in 1923. “This school includes several German thinkers among which Theodoro Adorno, Herbert Marcuse, Max Horkheimer or Walter Benjamin stand out. Carl Hovland, American psychologist, wrote the theory of individual differences. This focuses on the psychology of the person, since the audience ceases to be a mass and each member becomes different characteristics to others.
Paul Lazarsfeld observed that the effects of the message were linked to the individual’s social context. In Lazarsfeld’s theory or two steps, the scales of unequal effectiveness are denoted according to the type of audience;The first step is the arrival of information flow and, the second, the formation of opinion in contact with the opinion leaders.
conclusion
Within this European theory, we find the theory of mass society. In it, communication is part of those who have political and economic power and, therefore, the message is subject to the service of the interests of power. The core of the critical theory of the Frankfurt School is the ideological critical discussion of the social and historical conditions in which the construction of theory and criticism of these social conditions occurs.
Bibliography
- Arce, Emi. North American Communication School Transcription.
- Arce, Emi. North American Communication School Transcription.
- Moscoso, purification. University of Alcalá. Class notes of communication theories.
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