Communication Effects: Review and Commentary

Abstract

Three theoretical perspectives have been used by researchers to examine the various aspects of communication effects: The directive perspective, which explores the manipulation and control of communication components; the selective perspective, which studies the patterns of communication utilized by participants; and the interactive perspective, which focuses on the interplay of directive and selective contributions. It is suggested that the interactive perspective is most useful in the development of a theoretical paradigm. A theoretical framework and a senes of propositions are then discussed within this perspective, and research evidence is cited. This framework, incorporating major concepts such as encounter, exchange, influence, and control and adaptation, shows promise of a middle-range theory for the study of communication effects.