Ch. 3 - Theoretical Perspectives

This chapter gave a general overview of different theories that apply to the PR profession. As a person with somewhat of an interest in human behaviour, I found the different theories pretty interesting in their definition, their use and their limitations.

I find semiotics particularly fascinating, because we are surrounded by it in our everyday world. Whether I'm driving my car, walking through a supermarket, watching television, reading a magazine or browsing the WWW, I'm inundated with signs, symbols and even meaningful colours (think traffic lights as a basic concept). We read so much into the simplest things without even realising it, so to understand the mechanics and the theory behind the colour/shape/size etc is really useful in understanding human behaviour, and would come in handy in an attempt to be a successful PR practitioner.

Agenda setting was another one I was curious about. It definitely sways more to the "determinism" side, does it not? The indication that the media can't (for obvious reasons) tell you what to think, but they can certainly influence what you think about! Reading this I had a chuckle because the first thing that sprung to mind was the Network Ten television show, Big Brother. I believe I'm in a minority when I say I quite adamantly dislike this program, but the fact is I cannot avoid seeing it all together!! Anytime I watch channel Ten, I will see at least one BB advertisement, or update, or voting information... So Ten can't tell me to like the program, but they can make me think about it... Scarily enough, because of this, I could almost tell you what four housemates were left in the house!!!!

Social learning theory was the other one that struck a chord with me... Where the theory is that people will modify their attitudes and behaviour to fit in with that which is exhibited by others, and the example was given of advertisements that give the impression that by using X product you will become Y. I remember being a kid when the shampoo Salon Selectives first hit the market... I still remember the jingle... "Like you just stepped out of a salon" and the image of a woman with a mane of long blonde hair stepping out of her apartment, smiling and swishing her hair about. Well, that advertisement worked on myself and my friends, we all pestered our mothers to go out and buy it so we'd all have glamourous hair!!! It became a link in the popularity chain (albeit a very shallow one!!).

Well, I still don't like Big Brother, and I now use a different shampoo, but at least I know their techniques to get me thinking!!