of-mouth communication(구전의사전달)은 메시지를 전파(확산)하는데 있어서 중요한 촉매(觸媒)임
- 커뮤니케이션은 言語的(verbal), 非言語的(nonverbal), 또는 둘의 혼합(combination of both)으로 행해짐
- TV의 상업광고(CM : commercial)는 시청자에게 의미를 전달하기 위해서 視覺(장면:sight)과 청각(소
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
Action Component of Strategy
Acting responsively and responsibly
Coordinating action and communication
immediate action response supported by communication
1) 내부공중 및 외부공중에게 집행을 알린다.
2) 집행을 지지하고 수용하도록 설득한다.
Johnson & Johnson의 action components
1.Alert consumers nationwide, via the media, not to use capsules until
of behavior - societal, organizational,and personal – guide decisions about what is right and what is wrong.
Ethics influence all aspects of an organization’s operations, including the content and process of its communications.
Theories of Ethical Action -- Christians, Fackler, & Rotzoll’s (1995) the universal models of ethics
Aristotle’s golden mean
Meet in the middle solu
집행위원회(Commission of the European Communities)
(1) 성격 및 구성
집행위원회는 구주통합 관련 조약을 수호하고 EU의 행정부 역할을 담당하며 각종 정책을 입안하고 EU의 이익을 수호하는 구주통합의 중심기구
집행위원회는 독일, 프랑스, 이탈리아, 영국, 스페인 등 인구 규모가 큰 5개국에서 각각 2명씩