Thursday, 19 January 2012

Westley and MacLean’s Model of Communication-1957


Westley and MacLean’s model of communication
is proposed by  Bruce Westley and Malcolm S. MacLean.
Westley served as a teacher at the University of Wisconsin,Malcolm was director of University of Journalism School and co founder of the University College at University of Minnesota.

This theory can be work under two contexts,they are Interpersonal and Mass communication. 
Model:


1, X2, X3 and X4….—are news articles or information, Feedback (f), Clients (A), Reader or Audience (B) and Gate Keeper (c)
Westely and Maclean realized that communication begins only when a person receives message from surroundings.

This model considers a strong relation between responds from surroundings and the process of communication.
Each receiver responds to the message they received based on their object of orientation.

Example:
Advertisement  given thro Television
A Television will receive many advertisement from their clients.
In this case, Television will broadcast the selected advertisement due to the time constraints.
Then, viewers can directly respond to the client or they can respond to the television which broadcast in the television.
If viewer responded to television, it will communicate the feedback to client./agency
X1, X2 and X3—are advertisement, Feedback (f), agency (A), Reader (B) and television/media (Gate Keeper) ©
Merits
  1. This model accounts for Feedback.
  2. It can account for both interpersonal communication and Mass communication.
  3. It is a predictive model of communication and very descriptive also.
  4. Westley and Maclean communication model is Two Dimensional.

Demerits

It cannot account for multi dimensions; this means this model will not be applicable for  typical communication events that involve broader context and wide range of communication messages.

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