Managing the Flow of Ideas: A Local Management Approach to Message Design

Abstract

This chapter develops the case for a local management model of message design. In contrast to other current approaches, in which message structure is understood in terms of holistic-functional categories, a local management approach separates the analysis of message structure and message function. Message structure is understood as patterns of expressed thoughts. Message function is understood in terms of context-sensitive mappings between antecedent conditions and message structure and between message structure and message effects. After making the case for a local management approach, the authors introduce an initial model of the message design process that offers an integrated treatment of message production, adaptation, and effects.