Nature of Communication Effects

1
Nature of Communication Effects

• An Attempt at Theorization

2
Assumption

• The assumption that communication can and do have
  effects underlies almost all communication
  behaviors

3
Consequences of the Communication Process

• Information and the environment
• Interpretation of information
• Natural signs (George Herbert Mead)
• Informational sign defined
• How reality is structured and changed
• Sign and referent

4
Communication and Human Reality

• Much of human reality is structured from human
  communication
• Significant symbols
• Symbols enable us to manipulate the meaning of
  experiencemanipulate reality itself
• The communicative act redefined and repositioned
  in the greater context of meaning

5
Effects of Specific Communications

• The cause and effect model revisited
• Messages and the image
• Types of effects on the image
• 3 ways in which a message might engender
  redefinition of a receivers image
• We are more open to messages maintaining the
  image than to those indicating a need for
  redefinition

6
Mass Communication Effects

• Time occupied by attending to the media
• Klapper the most likely effect of mass
  communication is maintenance of the status quo
• We EXPECT communication to achieve desired
  effects
• Inferred effect what the media do NOT report may
  be as significant as what they DO report