Planning Strategic Interaction

Planning Strategic Interaction

Planning Strategic Interaction

Planning Strategic Interaction

Excerpt

This is an exciting time for the field of communication. An earlier era dominated by the study of mediated and unmediated message effects, during which considerable research focused on the attitudinal and action consequences of exposure to messages, has begun to give way to a more catholic purview of the communication process. This more encompassing perspective does not deny the importance of studying message effects, but raises the additional question of how individuals generate messages in the first place. This has led communication researchers to consider seriously the links between cognitive structures and process and communicative action. Increased attention to these communication-cognition relationships has produced two additional consequences.

First, although the earlier era of communication research was dominated by studies that focused on attitude and behavior change as primary dependent variables, in this new era, such variables as message comprehension have begun to emerge. This new focus has promoted, in turn, interest in such significant communication phenomena as communication failure and misunderstanding, phenomena generally overlooked by the communicationpersuasion researchers of yore.

Second, the focus on communication and cognition has led, paradoxically, to a more intense focus on social interaction processes. Early, linear models of the communication process that depict sources encoding messages to send to receivers whose job it is to decode them are simply inadequate for describing the complex and dynamic interplay of inference . . .

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