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On the micro level, the core issue is the ways in which the medium that is selected a specific purpose influences a particular situation or interaction. Evidence of micro medium theory can be seen in the development of wearable fitness technology with the specific purpose aimed at increasing physical activity in the user.
Manasseh Wepundi noted the difference between "the unit of analysis, that is the phenomenon about which generalizations are to be made, that which each 'case' in the data file represents and the level of analysis, that is, the manner in which the units of analysis can be arrayed on a continuum from the very small (micro) to very large (macro ...
The theory of CMM was developed in the mid-1970s by W. Barnett Pearce (1943–2011) and Vernon E. Cronen. Communication Action and Meaning was devoted to CMM, is a thorough explication of CMM, which Pearce and Cronen introduced to the common scholarly vernacular of the discipline.
Mezzo practice can be defined by its combination of micro and macro aspects with the focus of interventions being smaller groups or systems. Whereas macro practice often focuses on policy or systematic changes, some researchers and practitioners consider mezzo practice to focus more on change at the community or neighborhood level.
Macro social work is the use of social work skills training and perspective to produce large scale social change or social justice of some kind. [1] Unlike micro or mezzo social work, which deals with individual and small group issues, macro social work aims to address societal problems at their roots; however, it has recently not received the same level of importance.
"The medium is the message" is a phrase coined by the Canadian communication theorist Marshall McLuhan and the name of the first chapter [1] in his Understanding Media: The Extensions of Man, published in 1964. [2] [3] McLuhan proposes that a communication medium itself, not the messages it carries, should be the primary focus of study. [4]
The path of communication is the path that a message travels between sender and recipient; in hierarchies the vertical line of communication is identical to command hierarchies. [4] Paths of communication can be physical (e.g. the road as transportation route) or non-physical (e.g. networks like a computer network ).
Message design logic is a communication theory that makes the claim that individuals possess implicit theories of communication within themselves, called message design logics. [1] Referred to as a “theory of theories,” Message Design Logic offers three different fundamental premises in reasoning about communication . [ 2 ]