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ERIC Number: ED059751
Record Type: RIE
Publication Date: 1968
Pages: 8
Abstractor: N/A
Reference Count: 0
Theory, Method and Games in Communication.
MacLean, Malcolm S., Jr.
The thesis that the methods in mass communication research for collecting, analyzing and interpreting data should relate directly to the theoretical models of communication is argued in this speech. Communication models indicate that a source can usually communicate more effectively in the presence of feedback from relevant receivers on their comprehension of the messages. Another problem of interest to communicators is that of assessing audience preferences and selection behavior and relating these to those of editors, broadcast programmers and other mass communication gatekeepers. The many agencies whose major function is to facilitate fruitful social and economic changes are involved in the problem of developing research to assist directly in planning communication strategies. Generally, it is argued that more can be learned about communication processes by making the research methods more appropriate to the theories. It is believed that some fascinating aspects of communication can be discovered by making up theoretically relevant communication games. (NH)
Publication Type: N/A
Education Level: N/A
Audience: N/A
Language: N/A
Sponsor: N/A
Authoring Institution: N/A
Note: (6 References); Paper prepared for Meeting of the Behavioral Science Section of the International Association for Mass Communication Research, Ljubljana, Yugoslavia, September 2-5, 1968