By Fred Emery, Merrelyn Emery (auth.)
Exploration of the character of human verbal exchange and the media is a pre considered necessary to any review of the most probably destiny position of communications . . we can't imagine that the character of these items is transparently seen to every body and hence in general understood. 3 advancements in contemporary many years may still appropriately warn opposed to such an assumption. First, we had the fiasco of social scientists attempting to follow Shannon's mathematical concept of knowledge as though it have been a conception of human communique. 'In Shannon's use of knowledge we can't converse of ways a lot info anyone has merely how a lot a message has. ' (Ackoff and Emery, 1972, p. 145). they wouldn't have wandered into that blind alley in the event that they had stopped to contemplate the character of human communique. moment used to be the belated yet wholehearted attractiveness of the Heider thought of stability and its subse quent wane. Its wane had not anything to do with its inherent advantages. It waned since it couldn't live to tell the tale at the Procrustean mattress of the psychologists' thought of selection. It didn't take place to the psychologists to query their as sumptions approximately how humans made the alternatives that bring about useful com munication (Ackoff and Emery, 1972, p. 58). The final instance has been the sour and unended furore approximately McLuhan. This time the psychologists and sociologists haye been unusually quiet yet we will confirm this doesn't suggest acquiescence in McLuhan's views.
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Additional resources for A choice of futures
The referent X is more commonly outside A's personal world. Within this model certain differences may be noted between the typical distortion of each medium. 1. V. The time lag in the case of magazines naturally renders them unsuitable for communication about things on which quick information is required. The other dimension is probably the most important source of distortion. The printed word, picture and diagram have at least two advantages not easily realized on radio or television: 1. being static this message can be pored over, returned to or ignored, as the individual recipient feels fit; 2.
There is, in the individual's drive to adapt to the finer texture of the field, no built-in self-regulatory features which would balance input load with information handling capacity. Theoretically there are several ways in which load and capacity can be balanced. Information input can be controlled by referring this information back to parts of the environment, some of which are noted as relevant if they changed, some as irrelevant; some as probably likely to change, some as not probable but possible, some as impossible.
These limitations do not justify the assumption that persuasion is limited to simply strengthening or weakening existing individual motives and attitudes. ' (Merton, 1948, p. 115). Given these general characteristics of ABX systems, it is possible to seek specific principles governing changes in the attitudes, beliefs and actions of individuals without running into the theoretical cul-de-sac of a closed system of self-regulating needs, self-balancing beliefs and attitudes. 5. e. the characteristics of the human being that make it possible to generate a set of responses to match the set of environmental conditions likely to occur at tl because of the environmental situation at to.
A choice of futures by Fred Emery, Merrelyn Emery (auth.)