7 February - LACKS FEEDBACK Elihu Katz and Paul Lazarsfelds...

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Wilbur Schramm’s Communication Model Father of modern communication, most influential Studied communication during World War II What information should be communicated? Studied mainly media and journalism How can public morale be increased? Is there a “best” medium for communication? Uses and gratification theory says there is a best medium There is a best medium for each type of communication Model says: People must relate to the communication Communication is defined as: A way of establishing a certain commonness between the source and receiver Need to share a field of experience to create: A common language A common background A common culture Communication will fail if We do not create common field of experience We do not communicate with others who share our field of experience Model is considered one-way, unidirectional
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Unformatted text preview: LACKS FEEDBACK Elihu Katz and Paul Lazarsfelds Communication Model Field of mass media studies Studied media message analysis How messages get communicated to public Introduction of an intermediary source (opinion leader) who serves as an agent for dissemination Model also known as two-step flow Considered one-way, mediated Led to diffusion theory (diffusion of innovations) Innovators Early adopters Early majority Late majority Laggards Bruce Westley and Malcolm McLeans Communication Model Field of mass media/journalism First to try to oppose Aristotelian Does the process begin with the source? Process begins with the receipt of messages Selective attention Selective reception Selective interpretation Selective retention...
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7 February - LACKS FEEDBACK Elihu Katz and Paul Lazarsfelds...

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