7. Answer the questions:

1) What does the two-step flow theory of communication assume?

2) Why does it fail?

3) Is the opinion group theory well accepted?

4) Is an opinion leader always recognized as such?

5) When was the diffusion theory developed?

6) How many steps in the process of acquiring new ideas does the diffusion theory hold?

7) At what stages is the public relations writer most influential according to this theory?

8) What media play an important role at the interest stage?

9) Has the hierarchy-of-needs theory been applied to other disciplines besides communication?

10) What should you keep in mind when formulating messages?

11) What is most public relations activity aimed at?

12) What does the diffusion model point out?

8. Paraphrase the italicized words:

1) The audience (...) receives reinforcement of the message through their opinion leaders and peer groups.

2) The multistep flow theory holds that there are opinion leaders on many different subjects and that they have varying degress of influence.

3) The basic emphasis is on the function of discussion in crystallizing opinion.

4) The person incorporates the idea into his or her opinion.

9. Find in the text the sentences where the modal verb "may" is used.

Translate them and analyse the usage of the verb "may".

10. Insert prepositions:

1) Anyone may belong.......... several groups — .......... work, ..........church,

..........leisure.

2) People often become aware..........a product, service, or idea..........traditional

mass outlets.

3) The group is centered..........an opinion leader — a person who is listened..........

the others.

4) Effective messages carry components.......... these needs..........the standpoint

..........helping people achieve them..........some way.

5) This leader is the one who gets information..........outside and

comments..........it..........the group.

11. Explain the following statements:

1) The primary purpose of advertising in the mass media is to create awareness, the first step in moving people toward the purchase of a product or support of an idea.

2) Ego needs. These include self-esteem, self-confidence, accomplishment, status, recognition, appreciation, and the respect of others.

3) Whenever there is a common interest, there is formal or informal grouping.

4) Consequently, most writers are realistic enough to have the limited objectives of message exposure and accurate dissemination of the message.

12. Comment on the following statements:

1) ... people are generally more concerned about their families, jobs, and homes than they are about more abstract goals.

2) People try to conform to group opinion and to avoid disagreement with the majority.

Do you agree with them?

Prove your point of view.

13. Discuss the Hierarchy-of-Needs Theory

Do you agree with this scale of needs?

14. Develop the following points:

1) Opinion leaders are important for the communication process. They pass on information to their followers and influence the acceptance or rejection of a message.

2) People adopt new ideas in a five-stage diffusion process - awareness, interest, trial, evaluation, and adoption.

3) Mass and directed media messages are most influential in the awareness and interest stages of the adoption process. Opinion leaders and peers are influential in the later stages.

4) According to Abraham Maslow, people have a hierarchy of needs -physiological, safety, social, ego, and self-fulfillment needs.