ERIC Number: ED123685
Record Type: Non-Journal
Publication Date: 1976
Reference Count: N/A
A Synthetic Model of Mass Persuasion.
Kneupper, Charles W.; Underwood, Willard A.
Mass persuasion involves a message production process which significantly alters or reinforces an attitude, belief, or action of the members of a large, heterogeneous audience. A synthetic communication model for mass persuasion has been constructed which incorporates aspects of several models created to describe the process of effective communication. This model combines Berlo's four major components (source, message, channel, and audience), Schramm's functional distinctions (involving encoder, decoder, and interpreter), Knower's attention to the type of message which may be communicated, and Shannon and Weaver's concept of the noise factor. (Two diagrams accompany the detailed description of the model.) (JM)
Publication Type: Speeches/Meeting Papers
Education Level: N/A
Authoring Institution: N/A