The S-E-M-D-R Model of Schramm: Description and Application to Mass Communication in Different Social Systems
Abstract
Schramm 's S-E-M-D-R Model has been widely used in communication literature. However, literature on the application of the model in a specific communication situation and with implications to different social systems is scarce. Scattered research results have been reviewed and compiled to show the application of the model to mass communication situations in varying social systems.
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References
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Carywright, 0.(1971). Some Principles of Mass Persuasion: Selected Findings of Research on the Sale of u.s. War Bonds, in Wilbur Schramm and Donald F. Roberts. The
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Chancellor, J. and Walter, R. M. (1983). The News Business. New York: Harper & Row Publishers.
Chu, J. (1982). Advertising in China: Its Policy and Evolution, Journalism Quarterly. 59:40-45
DeFleur, M. and Ball-Rockeach, S. (1982). Theories of Mass Communication. New York: Longman,
Fejes, F. (1980). The Growth of Multinationaj Advertising 4.jlencies in Latin America, Journal of Communication 30: 36-49.
Festinger, L.A. (1957). A Theory of Cognitive Dissonance. Stanford, Calif: Stanford University Press,
Hartman, K. (1955). Preparation and Use of Audio-Visual Aids. New York: Prentice-Hall,
Hayes, R. (1987). Children 's Perception of Comic and Authentic Cartoon Violence, Journal of Broadcasting. 22:63-70
Hovland C., Arthur, A. L. and Fred S. (1949). Experiments o~ Mass Communication. Princeton: Princeton University Press,
___ (195 I). Change in Attitude Through Communication', Journal of Abnormal and Social Psychology. 46:424-437
___ (1951). The Influence of Sour=e Credibility on Communication EjJectivenes.\,Public Opinion Quarterly. 15:635-650
_____et al. (\953). Communication and Persuasion. New Haven: Yale University press,
Janis, I. (1956). Anxiety Indices Related to Susceptibility to Persllasion, Journal of Abnormal and Social Psychology. 51 :663-667
___ and Feshback, S. (1953)EjJects of Fear-Arousing Communications, Journal of Abnormal and Social Psychology. 48:78-92.
Klapper, J. T. (\960). The Effects of Mass Communication. New York: The Free Press.
LClSswell, H_( \97\). The Structure and Function ofCommlinicatiol1 in society, in Wilbur Schramm and Donald F. Roberts, ed., The Process and Effect of Ma!
Communication. Urbana: University of Illinois Press, pp. 84-99.
Lazarsfeld, P. et ai, (1948). The People's Choice. New York: Colombia University Press,
Lin, N. (\973). The Study of Human Communication. Indianapolis: The Bobbs-Merrill Company, Inc.
Martin, R . Chaffee, H. and Izcaray, F. (J 979). Media Consumerism in Venezuela, Journalism Quarterly. 56:296-404
MacNeil, R. (\968).The People Machine. New York: Harper & Row Publishers
McDonald, D. in Merrill, J. and Barney, R. D. (1982). Is Objectivity Possible?, ed ., Ethics and the Press. New York: Hastings House Publishers, pp. 69-82.
McLuhan, M. (I 967).The Medium is the Message: An Invernory of Effects. New York: Bantam Books, Inc.,
National Education Association (1960). Research, Principles, and Practices in Visual Communication. Washington D.C.:
Nicosia, F. (1974) Advertising, Management, and Society: A Business Point of View.(N.P.: McGraw-Hili,)
Schiller, H. (1976). Communication and Cultural Domination. New York: International Arts and Science Press, Inc.
