The Process And Effects Of Mass Communication
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235 citations
Cites background from "The Process And Effects Of Mass Com..."
...In contrast, communication historically has been conceptualized as foremost a human process (e.g. Dance, 1970) mediated by technology (e.g. Schramm, 1972), with research within the discipline as a whole focused on how people exchange messages with one another and the implications thereof (see…...
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112 citations
Cites background from "The Process And Effects Of Mass Com..."
...The capacity of health consumers to successfully use these systems links back to the classical problem of communication and challenges arising from any misalignment in the communication triangle (the sender, the message, and the recipient) [3]....
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92 citations
Cites background from "The Process And Effects Of Mass Com..."
...Indeed, many of the earlier models of communication offered by Wiener (1948), Shannon and Weaver (1947), Osgood (1954), Schramm (1954), and others treated communication as an exchange of information or messages between a sender and a receiver....
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64 citations
Cites background from "The Process And Effects Of Mass Com..."
...…in that they choose active communicative behaviors as the focal concept/phenomenon to be explained, whereas most communication theories before the 1970s explained the conditions and causes of attitudinal and behavioral changes among message receivers resulting from a message (Schramm, 1971)....
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...The underlying assumption was that communicating refers to effective messaging or channeling for the purpose of social infl uence in the minds and behaviors of passive-message receivers (an audience; Schramm, 1971)....
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References
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