Suchergebnisse

BEGINNING FROM AN OPERATIONAL COMMUNICATION MODEL OF MASS COMMUNICATION RESEARCH & PERSUASION STRATEGY, A POLITICAL PROPAGANDA CAMPAIGN CONDUCTED AFTER AN UNEXPECTED DISSOLUTION OF THE PARLIAMENT IS ANALYZED. THE UNEXPECTED CHARACTER OF THE DISSOLUTION CARRIES SEVERAL PROBLEMS OF COMMUNICATION STRATEGY: (1) THE BASIC DATA OF THE MARKETING SITUATION ARE DEFICIENT, (2) THE DELIMITATION (WITH PRIORITIES) OF TARGET AUDIENCES IS PROBLEMATIC, & (3) THE CHOICE OF MANIPULATIVE VARIABLES BECOMES A MATTER OF PURE EXPERIENCE. IN THIS CONTEXT, THE CAMPAIGNS IN THE LAST PARLIAMENTARY ELECTIONS IN BELGIUM ARE ANALYZED. A NORMAL LINK EMERGED TO THE ACTUAL SOCIAL & CULTURAL PROBLEMS IN BELGIAN SOCIETY AS DID ORIENTATION TO A LARGE & HETEROGENEOUS AUDIENCE. HOWEVER, A LACK OF THEME CENTRALITY IN THE PROPAGANDA WAS ALSO EVIDENT. THE PROPOSED OPERATIONAL MODEL SEEMS TO BE A USEFUL COMPLEMENT TO THE CLASSICAL LISTS OF PRACTICAL RECOMMENDATIONS IN PROPAGANDA LITERATURE. 1 FIGURE. MODIFIED HA.

Power diff's & power motivation are analyzed in micro structures in a series of simulation studies, & in macro structures in field studies. The power distance reduction theory is used as a tool for this analysis. The theory consists of 14 hyp's; the core of the theory holds that persons tend to strive for reduction of power diff's between themselves & the more powerful, & that they will do so more strongly the smaller this diff is. These hyp's are strongly supported by the empirical data. It is concluded that certain societal & org'al structures provide favorable conditions for the so-called 'power learning'; that is for learning to shift from dysfunctional power relationships, such as blind formal or negative sanction power, toward more functional power, such as expert power; from power toward non-power influence, such as persuasion; also & specifically from large power diff's toward reduced power diff's. This 'power learning' is seen as an important target for work councils, Sch's, unions, etc. 2 Figures. Modified HA.