The focus of this book is Strategic Communication. Communication
can be defined as strategic if its development and/or dissemination
is driven by an expected outcome. These outcomes can be
attitudinal, behavioral, persuasive or knowledge-related; they can
lead to change or engagement, or they can miss their mark entirely.
In looking at strategic communication, one is not limited to a
specific context or discipline. Many of the scholars in the volume
are generating research that covers strategic communication in ways
that are meaningful across fields. This volume collects the work
and idea of scholars who cover the spectrum of strategic
communication from source to message to audience to channel to
effects. Strategic Communication offers news perspectives across
contexts and is rooted firmly in the rich research traditions of
persuasion and media effects. Spanning multiple disciplines and
written to appeal to a large audience, this book will be found in
the hands of researchers, graduate students, and students doing
interdisciplinary coursework.
General
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