小白新媒体运营笔记之四——如何快速学习传播学

作为新媒体运营人员，核心一条就是把对用户有价值的信息传递给目标用户，从而促进用户转化。这个“传递”过程的理论基础便是“传播学”，营销、运营都是在传播学的基础上衍生而来的理论体系，因此学习传播学对新媒体运营而言，是内功的修炼。

既然学好“内功”如此重要，那要如何学习传播学呢？我推荐一个非常实用派的传播学学习网站

https://www.communicationtheory.org/knapps-relationship-model/

不需要啃大部头的学术著作，网站把传播学系统分成十七个板块，每个板块有主要理论模型的背景、介绍、实例。当你学会这种先搭框架，再根据实用需要来填内容的方法，你会发现你有信心踏入任何一个新领域，快速掌握基本知识。

Advertising, Public relations, Marketing and Consumer Behavior

• ACT Theory of Communication
• Agenda Setting Theory
• AIDA Model
• Attribution Theory
• Cognitive Dissonance Theory
• Contextual Design
• Domestication
• Lasswell’s model
• Social Marketing Theory

Business Communication

• Agency Letter
• Appointment Enquiry Letter
• Are enquiry letters ‘good-news’ letters or not?
• Banking Correspondence
• Circular Letters
• Clarity/Clearness for effective business Communication
• Classification of Letters
• Collection Letter
• Complaint Letter
• Completeness for effective business Communication
• Conciseness / Brevity for effective business Communication
• Concreteness for effective business Communication
• Consideration/’You-attitude’ for effective business Communication
• Coordinated Management of Meaning
• Correctness / Accuracy for effective business Communication
• Courtesy for effective business Communication
• Credit Enquiry Letter
• Different kinds of enquiry letters
• Features of Business Communication
• Formal and Informal letters
• Functions of a Business letter
• Good news letters and Bad news letters
• Goodwill Letters (Public Relation Letters)
• Guidelines for Business Communication
• Guidelines for successful oral communication
• Import-Export Correspondence
• Importance of Communication to Organisations or Importance of Business Communication
• Importance of Planning in Business communication
• Important features of an enquiry letter
• Insurance Correspondence
• Kinds of Business Letter Based on Content
• Kinds (Types) of Communication employed by Business Organisations
• Letter of Enquiry
• Management by objectives (Drucker)
• Need for a Business Letter
• Oral communication in Business situations
• Order Letters
• Organizational Control Theory
• Replies to Enquiries
• Reply to Complaints / Adjustments
• Response to an order
• Sales Letters
• Social Marketing Theory
• Objectives of Business communication
• The 7Cs for effective business Communication
• What is an enquiry letter ?
• what is letter writing?
• When is an enquiry letter written or sent?

Communication / General

• Body Language
• Communication loop / The process of communication
• Creativity in Groups
• Definitions of Communication
• Effective Communication
• Effective Listening Skills
• Ethnography of Communication
• Forms of Communication
• Haptic Communication
• Importance of Communication to Individuals
• Non-Verbal Communication
• Patterns of Communication
• Second Language Acquisition Theory
• Social Darwinism
• Types of Communication
• what is communication?
• Why do we communicate?

Communication Barriers

• Barriers caused by varying perceptions of reality
• Barriers to Communication
• Barriers to effective communication
• Barriers to written communication
• Body language as a barrier to effective oral communication
• Cultural Barriers of Communication
• Importance of Communication
• Medium of Communication – Wrong choice as a barrier
• Mis communication
• Physical/Environmental Barriers
• Psychological/attitudinal barriers
• Semantic Barriers

Communication in Practice

• How to Overcome Cross Cultural Communication Barriers
• Improving Problem Solving Skills
• Interpersonal Communication Skills in Workplace
• Manager Communication Skills

Communication Models

• Aristotle’s Communication Model
• BERLO’S SMCR MODEL OF COMMUNICATION
• De Fleur Model of Communication
• Duck’s Relationship Filtering Model
• Elaboration Likelihood Model
• Fisher’s Model – Small Group Communication
• GateKeeping Theory
• Gerbner’s General Model
• Helical Model of Communication
• Knapp’s Relationship Model
• Lasswell’s model
• Mental Model
• OSGOOD- SCHRAMM MODEL OF COMMUNICATION
• Poole’s Model – Small Group Communication
• Propaganda Model
• Riley & Riley Model of Communication
• Shannon and Weaver Model of Communication
• SMCR MODEL
• The Johari Window Model
• The Newcomb’s Model
• Westley and MacLean’s Model of Communication

Cultural Communication

• ACT Theory of Communication
• Communication Accommodation Theory
• Cross Cultural Communication
• Cultivation Theory
• Cultural Identity Theory
• Face-Negotiation Theory
• Knowledge Gap Theory
• Media Dependency Theory
• MEDIUM THEORY
• Modernisation Theory
• Modernism
• Muted Group Theory
• Postmodernism
• Sociocultural Theory
• The Spiral of Silence Theory
• Victorianism

Development Communication

• Diffusion of Innovation Theory

Group Communication

• Aristotle’s Communication Model
• CONTAGION THEORY
• Creativity in Groups
• Fisher’s Model – Small Group Communication
• Groupthink
• Muted Group Theory
• Poole’s Model – Small Group Communication
• Riley & Riley Model of Communication
• SOCIAL IDENTITY THEORY
• The Johari Window Model
• Tubb’s Theory- Small Group Communication

Intercultural Communication

• Cross Cultural Communication
• Cultural Identity Theory
• Identity Management Theory
• Social Support

Interpersonal Communication

• AIDA Model
• Argumentation Theory
• Attachment Theory
• Attribution Theory
• BERLO’S SMCR MODEL OF COMMUNICATION
• CLASSICAL RHETORICAL THEORY
• Cognitive Dissonance Theory
• CONTAGION THEORY
• Conversation Theory
• Coordinated Management of Meaning
• De Fleur Model of Communication
• Face-Negotiation Theory
• Haptic Communication
• I and Thou
• Identity Management Theory
• Interpersonal Communication
• Interpretative and Interaction Theory of Interpersonal Communication
• Knapp’s Relationship Model
• Language Expectancy Theory
• OSGOOD- SCHRAMM MODEL OF COMMUNICATION
• Relational Dialectics Theory
• Shannon and Weaver Model of Communication
• SMCR MODEL
• SOCIAL IDENTITY THEORY
• Westley and MacLean’s Model of Communication

Mass Communication

• Agenda Setting Theory
• Aristotle’s Communication Model
• Authoritarian Theory
• Catharsis Theory of Mass Communication
• De Fleur Model of Communication
• Entertainment Education
• Functions of Mass Communication
• GateKeeping Theory
• Gerbner’s General Model
• Knowledge Gap Theory
• Lasswell’s model
• Libertarian Theory
• Limited Effects Theory
• MAGIC BULLET OR HYPODERMIC NEEDLE THEORY OF COMMUNICATION
• Meaning Theory of Media Portrayal
• Media Democracy
• Media Dependency Theory
• Media Malaise Theory
• Media Richness Theory
• MEDIUM THEORY
• Mood Management Theory
• Normative Theory – Four Theories of the Press
• PLAY THEORY
• Reception Theory
• Riley & Riley Model of Communication
• Social Responsibility Theory
• Soviet Media Theory
• Technological Determinism
• The Spiral of Silence Theory
• Two Step Flow Theory
• uses and gratification theory
• Westley and MacLean’s Model of Communication

Organisational Communication

• ACT Theory of Communication
• Contingency Theory
• Creativity in Groups
• Great Man Theory
• Groupthink
• Hawthorne Effect
• LEADERSHIP STYLES
• Management by objectives (Drucker)
• Organisational Information Theory
• Servant Leadership
• System Theory
• Theory X and Theory Y
• Theory Z
• Transactional Leadership Theory
• Transformational Leadership Theory
• Two Factor Theory of Motivation

Political Communication

• Agenda Setting Theory
• Authoritarian Theory
• Democratic Peace Theory
• Libertarian Theory
• Media Malaise Theory
• Normative Theory – Four Theories of the Press
• Propaganda Model
• Social Darwinism
• Social Responsibility Theory
• Soviet Media Theory

Psychology, Behavioral And Social Science

• ACT Theory of Communication
• Adult Learning Theory
• AIDA Model
• Alphabet Effect Theory
• Argumentation Theory
• Arousal Theory
• Attachment Theory
• Attribution Theory
• CLASSICAL RHETORICAL THEORY
• Cognitive Development Theory
• Cognitive Dissonance Theory
• Communication Accommodation Theory
• Computer Mediated Communication
• Constructivism
• CONTAGION THEORY
• Control Theory
• Conversation Analysis
• Conversation Theory
• Critical Race Theory
• Cultivation Theory
• Displacement Effect Theory
• Dramaturgy
• Drive Theory
• Duck’s Relationship Filtering Model
• Elaboration Likelihood Model
• Expectancy Violation Theory
• Fisher’s Model – Small Group Communication
• Framing
• GateKeeping Theory
• Gender and Media
• Great Man Theory
• Grounded Theory
• Groupthink
• Health Belief Model
• Hermeneutics
• Inoculation Theory
• Intersectionality
• Knapp’s Relationship Model
• Knowledge Gap Theory
• Language Expectancy Theory
• Limited Effects Theory
• MAGIC BULLET OR HYPODERMIC NEEDLE THEORY OF COMMUNICATION
• Marxist Theory of Alienation
• Maslow’s Hierarchy of Needs
• Mental Model
• Modelling Theory
• Modernisation Theory
• Modernism
• Mood Management Theory
• Muted Group Theory
• Organisational Information Theory
• Peirce Model
• Positive Psychology
• Postmodernism
• Priming
• Protection Motivation Theory
• Psychoanalytic Theory Of Communication
• Reception Theory
• Regulatory Focus Theory
• Relational Frame Theory
• Rorschach Experiments
• Self-Efficacy Theory
• Social Facilitation
• Social Support
• Sociocultural Theory
• SYMBOLIC INTERACTIONISM THEORY
• The Big Five Factor Model
• The Bystander Effect
• The Meaning of Meaning Model
• The Narrative Paradigm
• The Spiral of Silence Theory
• The Standpoint Theory
• Theory of Digital Divide
• THEORY OF REASONED ACTION
• Trait Theory / Dispositional Theory
• Two Step Flow Theory
• uses and gratification theory
• Victorianism

Technical Communication

• Computer Mediated Communication
• Diffusion of Innovation Theory
• SPEECH ACT THEORY

Visual Communication

• Alphabet Effect Theory
• Entertainment Education
• Face-Negotiation Theory
• Framing
• Media Malaise Theory
• Minimalism
• Rorschach Experiments