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The People's Choice, a book based on this study presented the theory of "the two-step flow of communications", which later came to be associated with the so-called "limited effects model" of mass media: the idea that ideas often flow from radio and print to local "opinion leaders" who in turn pass them on to those with more limited political ...
Many models of communication include the idea that a sender encodes a message and uses a channel to transmit it to a receiver. Noise may distort the message along the way. The receiver then decodes the message and gives some form of feedback. [1] Models of communication simplify or represent the process of communication.
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 ...
The two-step flow of communication theory proposes that most people form their opinions under the influence of opinion leaders, who in turn are influenced by the mass media. Many studies have repeated this logic in investigating the effects of personal and mass communication, for example in election campaigns [ 62 ] and health-related ...
The source–message–channel–receiver model is a linear transmission model of communication. It is also referred to as the sender–message–channel–receiver model, the SMCR model, and Berlo's model. It was first published by David Berlo in his 1960 book The Process of Communication.
The double-swing model of intercultural communication between the East and the West. In D. L. Kincaid (Ed.), Communication theory: Eastern and Western perspectives (pp. 319–329). San Diego, CA: Academic Press. Yoshikawa, M. J. (1988). Japanese and American modes of communication and implications for managerial and organizational behavior.
George Gerbner, the founder of the cultivation theory, expanded Lasswell's model in 1956 to focus "attention on perception and reaction by the perceiver and the consequences of the communication". [19] Laswell's 5W model of communication was expanded by Richard Braddock into a 7W model in his 1958 paper "An Extension of Lasswell's Formula".
The Shannon–Weaver model is one of the first models of communication. Initially published in the 1948 paper "A Mathematical Theory of Communication", it explains communication in terms of five basic components: a source, a transmitter, a channel, a receiver, and a destination. The source produces the original message.