Model Of Communication Effectiveness Research Articles

Model of Communication Effectiveness in the Mentoring Process

In this paper the authors analyse the conditions of effective communication in the mentoring process. In the literature on the subject effective business communication is considered as a key to planning, leading, organizing and controlling the resources of organizations to achieve their objectives. Still, communication models in the mentoring network have not been of interest to researchers yet. The aim of this study was to identify the factors that influence the effectiveness of communication in the mentoring process. The authors created a theoretical model of communication in the mentoring process which became a basis for primary research conducted among 103 mentors and 119 mentees in Poland. It occurred that the factors influencing the effectiveness of communication in the mentoring process are similar in both groups. Next, the authors incorporated the Exploratory Factor Analysis and Cronbach’s alpha reliability test of different factors influencing the effectiveness of communication in the mentoring process. The results proved that all the developed scales demonstrated reliability above the recommended threshold. The final stage involved developing a regression model which allowed to identify the factors influencing the effectiveness of communication in the mentoring process. Those factors are: non-verbal channels and tools of communication, written and oral channels and tools of communication as well as social engagement in the mentoring process.

Does Internet use provide a deeper sense of political empowerment to the Less Educated?

ABSTRACTIn politics, there is an offline power imbalance between the Educated and the Less Educated caused, in part, by the fact that those individuals with more extensive levels of education are more equipped to influence the political process. This study analyses the impact of Internet use on this imbalance and investigates whether the disparity remains intact in the Digital Age. Accessibility to the Internet is somewhat agnostic to one’s education and may be a quick and cost-effective tool to affect the political process. This study employs the concept of online political efficacy (OPE), which is likely to impact online political participation (OPP), to test whether Internet use provokes a sense of political effectiveness in the less educated to a greater extent than those more educated. Internet Service Types, particularly social media, were found to be positively associated with OPE to a much greater extent among the less educated. These findings indicate that, as a result of an enhanced positive perception of the Internet from using the Internet Service Types, the less educated are likely to feel empowered to affect the political process to a greater degree than the educated. Such use, in turn, is more likely to lead the less educated to OPP. This flow in the context of Internet use and education levels was presented in the framework of the O-S-R-O-R model of communication effects. As such, Internet use has the potential to contribute toward an equalization of the offline power imbalance.

Identity as a Moderator and Mediator of Communication Effects: Evidence and Implications for Message Design

ABSTRACTAdvertisements, movies, and other forms of media content have potential to change behaviors and antecedent psychological states by appealing to identity. However, the mechanisms that are responsible for persuasive effects of such content have not been adequately specified. A recently proposed model of communication effects (the prism model) advances the study of mechanisms and argues that identity can serve as both a moderator and mediator of communication effects on behavior-relevant outcomes. These intervening roles are made possible by the complex nature of identity (including multiple self-concepts and sensitivity to cues) and messages that cue the importance of and activate particular self-concepts. This article builds on development of the model by presenting empirical support based on re-analysis of an experiment in which participants viewed either a more-stigmatizing or less-stigmatizing portrayal of a recovering drug addict. In line with the model's propositions, exposure to the less-stigmatizing condition led to increases in perspective taking which then led to more acceptance (mediation by identity), while level of perspective taking also changed the effect of condition on acceptance (moderation by identity). These results provide support for the model's proposition of simultaneous intervening roles. The authors discuss implications for strategic communication research and practice.

The Mediating Role of Knowledge and Efficacy in the Effects of Communication on Political Participation

This study explicates the indirect process through which news media use influences political participation. Specifically, it investigates the role of political knowledge and efficacy as mediators between communication and online/offline political participation within the framework of an O-S-R-O-R (Orientation-Stimulus-Reasoning-Orientation-Response) model of communication effects. Results from structural equation modeling analysis support the idea that political knowledge and efficacy function as significant mediators. In addition, results expound the increasing importance of the Internet in facilitating political participation. Implications of findings, limitations of this study, and suggestions for future research are discussed.

Campaigns, Reflection, and Deliberation: Advancing an O-S-R-O-R Model of Communication Effects

Recent communication research concerning participatory politics has found that the effects of media, especially campaign ads, conventional news, and online political resources, are largely mediated through interpersonal discussion about politics. This article extends this line of theorizing about the role of political conversation in citizen competence by testing an O-S-R-O-R model of campaign communication mediation, a modification and extension of the longstanding O-S-O-R model of communication effects. This model combines insights from iterations of the communication mediation model (McLeod et al., 2001; Shah et al., 2007) and cognitive mediation model (Eveland, 2001; Eveland, Shah, & Kwak, 2003) to theorize a set of the interrelated reasoning (R) processes that channel the influences of campaign exposure and news consumption on political engagement. Three key mediators of campaign and news influence are postulated: face-to-face political conversation, online political messaging, and cognitive reflection. We provide empirical evidence to test this model by merging two datasets: (1) tracking of the content and placement of campaign messages in the 2000 and 2004 election cycles, and (2) surveys of traditional and digital media consumption and levels of campaign participation during these same elections. Findings reveal that political conversation, political messaging, and cognitive reflection mediate the effects of campaign advertising exposure and news consumption on political participation and knowledge, providing considerable support for our theory. This O-S-R-O-R model helps organize a large body of theorizing and research on campaigns and conversation in the communication sciences.

A Staged Model of Communication Effects: Evidence from an Entertainment-Education Radio Soap Opera in Tanzania

The authors draw on (1) the hierarchy-of-effects (HOE) model, (2) the stages-of-change (SOC) model, (3) social learning theory (SLT), and (4) the diffusion of innovations (DOI) to synthesize a staged model through which communication messages have effects on individual behavior change by stimulating (1) involvement with media characters and role modeling of their actions, and (2) interpersonal communication. Data from a field experiment in Tanzania on the effects of an entertainment-education radio soap opera, Twende na Wakati (Let's Go With the Times), on the adoption of family planning, are analyzed in light of a six-staged model of communication effects. It is found that (1) the model provides a useful framework for understanding the effects of an entertainment-education program, and (2) the radio soap opera promoted progress through the stages for family planning adoption in the treatment area in three of the four years of broadcast, and in the comparison area after broadcasts of the radio program began there.

A Model of Communication Effectiveness

Until now, there has been an obvious absence of a simple mathematical model of interpersonal and mass media communication effectiveness. Although theorists have attempted quantification of certain of the variables that are the determinants of effect, none have developed a desirable codification for effectiveness. This model does create an effect quantity which is called the Angle of Effectiueness. The size of the angle is dependent on both message strength and perceived social-psychological distance. Social-psychological distance is defined as a master continuum on which an individual's position is determined by the horizontal components of internal personality and external social forces. Predispositions on any one subject are the vertical components of these same forces. The model's predictive ability is based on research evidence to date on the effects of message strength, and psychological and sociological influences on attitude and behavioral change. The concept of an Angle of Effectiveness will prove useful in evolving a total theory of communication effectiveness.

Reactions to communications under conditions of source responsibility and source coercion

Subjects taking the role of receiver (R) in a hypothetical communication situation were given information about the stand taken by the communication (C) towards the issue (I), R's attitude towards I, and R's opinion about the credibility of the source (S). They were required to predict R's attitude towards C, S's attitude towards I, and S's attitude towards C. In one condition (Responsibility) S was represented as willingly presenting C; in another condition (Coercion) as induced by money to present C. These different communication situations were mapped into the structural balance model of communication effects. Results show that R perceives the attitude of S to I as congruent with the attitude of C to I and S as agreeing with C. Results also imply that R sees S as initially responsible for C in both Responsibility and Coercion conditions of the experiment. The study is discussed in terms of Heider's fourth and fifth levels of attribution of responsibility.