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Frank Dance's helical model of communication was initially published in his 1967 book Human Communication Theory. [161] [162] [163] It is intended as a response to and an improvement over linear and circular models by stressing the dynamic nature of communication and how it changes the participants. Dance sees the fault of linear models as ...
[2] [10] [12] For example, Greenberg and Salwen state: "Although Lasswell's model draws attention to several key elements in the mass communication process, it does no more than describe general areas of study. It does not link elements together with any specificity, and there is no notion of an active process."
One key activity in communication theory is the development of models and concepts used to describe communication. In the Linear Model, communication works in one direction: a sender encodes some message and sends it through a channel for a receiver to decode. In comparison, the Interactional Model of communication is bidirectional. People send ...
Gerhard Maletzke applied the SMCR model to mass communication in his 1978 book The Psychology of Mass Communication. He sees communication as a form of persuasion. He discusses factors influencing the behavior of the communicators and the outcome of the communication, like the image source and receiver have of each other.
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 ...
A key assumption of IDT which is different from other models of deception assumes that the receiver is active in and co-regulates the deceptive encounter. This is opposed to previous research on deception that has referred to receivers as being passive in the process." [16] Humans have a predisposition to believe what they are told.
Hall's model of communication moved away from the view that the media had the power to directly cause a certain behavior in an individual, while at the same time holding onto the role of media as an agenda-setting function. Hall's model put forward three central premises: (1) the same event can be encoded in more than one way; (2) the message ...
These four key factors, as defined by the EPPM, predict the likely outcome of communications that involve a fear appeal. Threat variables. Susceptibility – The perception the individual has of how likely the threat is to impact them. Severity – The perception the individual has of the magnitude of the threat. Efficacy variables