Paul Lazarsfeld
According to the multi-step flow theory, opinion leaders intervene between the “media's direct message and the audience's reaction to that message.” Opinion leaders tend to have the great effect on those they are most similar to—based on personality, interests, demographics, or socio-economic factors.
What is the major weakness behind the two-step flow theory of communication? It assumes that all audiences are relatively homogenous. Communications may involve multiple steps, not just two. Communication moves both ways, not just one way.
Uses and gratifications theory (UGT) is an approach to understanding why and how people actively seek out specific media to satisfy specific needs. ... Unlike other theoretical perspectives, UGT holds that audiences are responsible for choosing media to meet their desires and needs to achieve gratification.
Different Theories Used in Mass Communication
The three most well known models for communication are Linear, Interactional, and Transactional.
The "Magic Bullet" theory graphically assumes that the media's message is a bullet fired from the "media gun" into the viewer's "head". ... It means the media explores information in such a way that it injects in the mind of audiences as bullets.
Communication Theories
Models of communication
The four theories are: The Authoritarian Theory, The Libertarian Theory, Soviet-Communist Theory, and Social-Responsibility Theory.
transactional model
Quick Summary: Linear models explain one directional communication processes.
Among the models of communication are the transactional process, in which actions happen simultaneously, and the constructivist model, which focuses on shared meaning.
Communication is the exchange of messages between a sender and a receiver via a medium. This is the basic communication model. The receiver's response or feedback is part of the model and consideration of the context(s) in which communication takes place is also important.
A basic communication model consists of five components: the sender and receiver, the medium that carries the message, contextual factors, the message itself, and feedback. To target your messages effectively, you need to consider the variables that can affect each of the components in the model.
The 3 basic characteristics of transactional model
Berlo's model was first published in 1960 in the book entitled El Proceso de la Comunicación (The Process of Communication). The model includes four components to describe the communication process: sender, message, channel, and receiver, each of them affected by many factors.
The SMCR model represents the process and phenomenon of communication. The acronym stands for source, message, channel and receiver, and this theory lays out the different components that form the net effect of communication.
Berlo's Model has mainly, four components to describe the communication process. They are sender, message, channel and receiver. Each of the component is affected by many factors.
Some common barriers to effective communication include:
Barriers to Effective Communication
Besides physical and technical barriers, there are six barriers to effective communication every employee and manager should strive to eradicate.
When barriers keep workers from partnering effectively, the problems need to be identified and eliminated by management to help the business succeed and grow.
Common Barriers to Collaboration
Barriers to effective teams include the challenges of knowing where to begin, dominating team members, the poor performance of team members, and poorly managed team conflict.
To avoid that, read through this list of team building mistakes – and make sure you're never guilty of committing any of them....Do Not Make These Team Building Mistakes
1. Poor communication. Lack of communication is a major reason why teams might underperform. Without effective communication, it's unlikely that people will understand the tasks they are expected to do.
When a team fails, falling into factions and division, everyone loses. The employees, managers, and the company lose both financially and in well-being. With these possible consequences, we can see that teamwork is more than a nice idea; it's essential.