ERIC Number: ED178989
Record Type: RIE
Publication Date: 1979-Nov
Reference Count: 0
Research in Mass Media and Face-to-Face Communication: Bridging the Gap.
Avery, Robert K.; McCain, Thomas A.
Taking the viewpoint of the receiver, this paper explores some differences between interpersonal transactions people have with each other and with the mass media. After addressing an orientation held by many communication scholars that the process of mass communication and interpersonal communication differ only in degree, the paper focuses on a single aspect of the mass communication process--the media/person encounter. It then offers discussions of the following propositions: (1) the technology of mass media messages inherently limits the sensory integration potential for receivers; (2) receivers of mass media messages have no functional control over media sources; and (3) receivers of mass media messages have only limited or imaginary knowledge of media sources. Finally, it addresses several current research perspectives that can profit from this conceptual reorientation. (FL)
Publication Type: Reports - Evaluative; Speeches/Meeting Papers
Education Level: N/A
Authoring Institution: N/A
Note: Paper presented at the Annual Meeting of the Speech Communication Association (65th, San Antonio, TX, November 10-13, 1979)