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
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
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
