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Most theorists identify Schramm's model with his 1954 book The process and effects of mass communication and present it as a reaction to earlier models developed in the late 1940s. [2] [3] [15] However, marketing scholar Jim Blythe argues that Schramm's model is of earlier origin and was already present in Schramm's 1949 [a] book Mass ...
In Schramm's model, communication is only possible if the fields of experience of sender and receiver overlap. [24] [25] Schramm's model of communication is another significant influence on Berlo's model. It was first published by Wilbur Schramm in 1954. For Schramm, communication starts with an idea in the mind of the source.
Schramm was hugely influential in establishing communication as a field of study and in forming departments of communication studies across universities in the United States. [20] He was the first individual to identify himself as a communication scholar; he created the first academic degree-granting programs with communication in their name ...
Berlo's model includes a detailed discussion of the four main components of communication and their different aspects. [141] [142] Berlo's model is a linear transmission model of communication. It was published by David Berlo in 1960 and was influenced by earlier models, such as the Shannon–Weaver model and Schramm's model.
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D. Lawrence Kincaid (born 1945) is an American communication researcher who originated the convergence theory of communication. He was a senior advisor for the Research and Evaluation Division of the Center for Communication Programs and an associate scientist in the Faculty of Social and Behavioral Sciences at the Johns Hopkins Bloomberg School of Public Health.
Wilbur Lang Schramm (August 5, 1907 – December 27, 1987) was an American scholar and "authority on mass communications". [1]
The reasons why the original model needs to be revisited and the alternative model description to follow. In line with previous scholarship criticizing Hall's model, Ross [14] and Morley [15] argue that the model has some unsolved problems. First, Morley mentions that in the decoding stage there is a need to distinguish comprehension of the ...