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[9] As one opinion gains interest, the amount of exposure it receives increases, leading the public to believe it is the majority. The perceived minority then faces the threat and fear of isolation from society unless they conform. As the opinion gains momentum, the perceived minority falls deeper into their silence.
The two-step flow of communication model hypothesizes that ideas flow from mass media to opinion leaders, and from them to a wider population. It was first introduced by sociologist Paul Lazarsfeld et al. in 1944 [ 4 ] and elaborated by Elihu Katz and Lazarsfeld in 1955 [ 5 ] and subsequent publications. [ 6 ]
It was found that two-sided messages were more effective on budging educated men's opinions. [9] Additionally, two sided arguments were also better at generating change of opinion in those soldiers who opposed the argument initially. For less educated men who also supported the government's position, the one-sided argument was more persuasive. [3]
The communication skills required for successful communication are different for source and receiver. For the source, this includes the ability to express oneself or to encode the message in an accessible way. [8] Communication starts with a specific purpose and encoding skills are necessary to express this purpose in the form of a message.
Individuals who engage in assertive communication are open to hearing the opinions of others without criticizing and feel comfortable enough to express their views. [6] Assertive communicators generally have high self-esteem, as they have the confidence to communicate effectively with others without getting offended or being manipulative. [ 9 ]
[2] Following the initial theory, research began to focus on social comparison as a way of self-enhancement, [3] introducing the concepts of downward [4] and upward comparisons and expanding the motivations of social comparisons. [5] Social comparison can be traced back to the pivotal paper by Herbert Hyman, back in 1942.
The four-sides model also known as communication square or four-ears model is a communication model described in 1981 by German psychologist Friedemann Schulz von Thun. [2] [3] It describes the multi-layered structure of human utterances.
As communication accommodation theory explains "the cognitions and motivations that underlie interactants' communication" with context and identity salience, [48] it is feasible to apply it to new media related settings. Early studies have investigated possible accommodative tendencies of librarians when faced with cyberlanguage use by the ...