1. 개념정의(Definition)
- “Communication” ← Latin의 Communis(means common)에서 파생된 말
- communicate(의사소통하다)라고 할 때, 타자(他者)와 함께 공통성(commonness)를 확보한다는 것을 의미함
- Communication의 3가지 기본요소 : the source(情報源泉- 發信者), the message(傳言), the receiver(受信者)
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3.1. Government efforts : Yearly issuance of 'Pinkbook', a health communication guide
This book is a revision of the original Making Health Communication Programs Work, first printed in 1989, which the Office of Cancer Communications of the National Cancer Institute (NCI) developed to guide communication program planning. During the 25 years that NCI has been involved in health communication, on
Reflect the use of the linguistic system itself
Sociolinguistic Competence
: the knowledge of the sociocultural rules of language and of discourse.
Strategic Competence
: the verbal and nonverbal communication strategies that may be called into action to compensate for breakdowns in communication due to performance variables or due to insufficient competence
(Canale & Swain)
1. Ducati’s Background
Ducati는 Italy motorcycle company로써 motorcycle외에도 여러 상품을 판매하며 6%의 market share를 가진 세계적인 기업이다.
Ducati story
1926년 Ducati brothers에 의해 설립
Italy Bologna에 HQ 위치
Motorcycle외에도 accessory, apparel을 서유럽,
북미를 비롯한 40개국에 판매
Ducati는 판매량과 수익
communication channel
(“매체 풍부성”모델을 사용하여 개인의 커뮤니케이션 경로 선택을 설명 할 수 있다)
A “rich” channel is one that can(“풍부한” 경로는):
Handle multiple cues simultaneously(다수의 단서를 동시에 다룰 수 있다)
Facilitate rapid feedback(신속한 피드백을 촉진시킨다)
Be very personal(매우