COMS 220 Lecture Notes - Lecture 1: Rapd, Citral, Fixed Sign

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In his article mass media, john durham presents a threefold operational model of: face-to-face communication: communications which necessarily involves a message, a means and an agent. This model in its most rudimentary is enacted in face to face communication but this communication, ancient and modern: triad can applied to all modes of. Within the face-to-face model, speech, gesture, body movement become are the content of the message. voice/ face/ body ( channel ) person to person, sender and receiver. Peters discusses the position of face-to-face communication as the basis for all forms of mass communication which try to emulate. The strength of face-to-face communication as a means of persuasion. He talks about missionaries and door to door marketers still existing as proof of the singularity of face-to-face in relation to mass media in addressing and directly convincing its message. He refers to the advertiser"s dream of creating personalized promotions recreating face-to-face persuasion.

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