Communication Theories and Instructional Practice: A Limited-Effects Perspective
Abstract
Review of recent communication literature points out that the "audience have more "power" in determining communication effects. Any
incongruence (mismatch) between communication messages and audience predispositions, wants and needs, etc., has been found to result in the active
junctionin8 of the "selective processes" which in turn result in mediating communication effects. onsequently many contemporary communication
researchers seem to adopt the theory of "Minimum Communication Effects " but are still very much puzzled by the two commu~ication policies: "give-them-whatthey- need" and "give-them-what-they-want". Literature on instructional theory reflects the two approaches - the teacher-centered and the student-centeredremaining in balance. Research on actual instructional activity, however, suggests the former as the most dominant one. Any attempt to address problems of instruction needs, to co.ns~der the requirements of communication in the actual instructional activity.
Downloads
References
Asch S. E. (1952). Social Psychology. New York: Prentice-Hall, Inc.
Burker, K., A. (1945). Grammar of Motives. Englewood Cliff: . New Jersey: Prentice-Hall.
'Cannell, C.F., and MacDonald, J.C. (1956). "The Impact of Health News on Attitude and Behavior", Journalism Quarterly, 33:315-~23.
Cole, H.P., (1973). "Process Education: Its Meaning and Merit", in Educational Technology ReviewSeries, No.4, pp. 65-66.
Dale, E., (1969). Audiovisual Methods in Teaching. 3rd ed. New York: The Dryden Press.
Darge Wole (April 1988). "Attribution of Responsibilities for Academic Outcomes among Elementary and High School Students in Menelik II Schoof', Ethiopian Journal of Development Research. 10:31-58.
Dyer, W., (1981). The Sky is the Limit. London: Granada Publishing Limited.
Friere, P., (1972). Pedagogy of the Oppressed. New York: Herder and Herder.
Gebremedhin Simon, (1986). "A Comparative Study of Two Second Language Teaching Approaches: The Language Acquisition .and the Constious Rule-Learning Approaches, " The Ethiopian Journal of Education, 10:59-68.
Gilman, D.A.,. (1973). "Quick and Firty Tricks to Teach Across the Generation Gap ", in Educational Technology Review Series. NO.4 (January) pp. I 05~ 1 06.
Rogers, C., (1951). Client Practice Implications and Theory, London: Constable and Company Limited.
Schramm, W., (1977). Big Media, Little Media - Tools and Technologies for Instruction
______ (1960). Men, Message and Media. NP: Herper & Row Publishers.
______ (1954). "How communication Works", in the Process and Effects of Mass Communication. Urbana: University of Illinois Press, pp. I-53.
________(1959). and Carter, R.F., "Effectiveness of a Political Telethon ". Public Opinion Quarterly, 23:301-3314.
Shannon, c., and W. Weaver, (1949). The Mathematical Theory of Communication. Urban: University of Illinois Press.
Seeleman, V., (1941). "The Influence of Attitude upon the Remembering of Pictorial Material', Archives of Psychology N. 258.
Solomon G. and Leigh, T., (1984). "Predispositions about Learningfrom Print and Television", Journal of Communication, 34: 119-135.
Star, S.A., and Hllghes, H.M., (1950). "Report of an Educational Campaign: The Cincinnati Plan for United Nations ", American Journal of Sociology, 55 :389-400.
Wiener, N., (1948). Cybernetics. New York: John Wiley and Sons.
Zimmennan, C. and Bauer, R.A., (1953). "The Effects of an Audience upon what is Remembered", Public Opinion Quarterly, 20:238-248.
