Suchergebnisse

In dem Beitrag wird die Geschichte der Massenkommunikationsforschung resümiert. Die historische Entwicklung von der Einbahn-Kommunikation bis zu einem Transaktionsmodell wird skizziert. Die Beziehung zwischen dem sozialen und dem wissenschaftlichen Modell des Menschen werden erörtert. Dazu werden zwei Stereotype aufgegriffen: (1) das Modell der Kommunikation bzw. der einbahnigen Beeinflussung, z. B. in der Werbung; (2) das Modell der Kommunkation als Austauschprozeß zwischen zwei Parteien. Die Entwicklung der Kommunikationsforschung aus der Propagandaanalyse und der Survey-Forschung wird dargestellt. Dazu werden einige Studien skizziert. Es wird herausgearbeitet, daß das soziale Modell des Kommunikationsprozesses eine moralische Asymmetrie aufweist. Die verschiedenen Entwicklungseinrichtungen der psychologischen Kommunikationsforschung werden skizziert. Um die beiden eingangs beschriebenen, entgegengesetzten Modelle menschlichen Verhaltens, die in der Theorie der sozialen Kommunikation entwickelt wurden, zu überprüfen, wird ein positives Experiment beschrieben, das ein Publikum bei einer Problemlösung zeigt. (RW)

This essay examines the nature of a potential societal information system. If we take the modern manage ment-control system as a prototype, the societal system would be broader based, multifunctional, and more open-ended. The general functions of any information system are detection, evaluation, diagnosis, and guidance to action. The exercise of these functions is easier, to the extent that the problems dealt with are of a relatively narrow range and a relatively repetitive nature. The problems toward which a societal in formation is directed are not only widely varied but also com plex and unique. Given the breadth, complexity, and unique ness of the problems, the number of actors and evaluators whose information needs must be met, and the lack of con sensus on any model of our society, one cannot devise a set of social indicators closely tailored to more than a few of the potential uses to which they are to be put. In the selection of the indicators themselves, one must to a large extent rely on consensus that certain aspects of the society are "important" regardless of the societal model one holds. A system such as this is highly reliant on rapid feedback because it is weak on pro viding anticipations of the full range of consequences of one's actions. Furthermore, the causal relations between one's actions and changes measured by a broad societal information system are indirect and diffused. A good deal of ad hoc, analytic research is required to bridge the gaps of inference in such a system.

An examination of the nature of a potential societal information system. If the modern manag-control system is taken as a prototype, the societal system would be broader based, multifunctional; & more open-ended. The general functions of any information system are detection, evaluation, diagnosis, & guidance to action. The exercise of these functions is easier, to the extent that the problems dealt with are of a relatively narrow range & a relatively repetitive nature. The problems toward which a societal information is directed are not only widely varied but also complex & unique. Given the breadth, complexity, & uniqueness of the problems, the number of actors & evaluators whose information needs must be met, & the lack of consensus on any model of our society, a set of soc indicators closely tailored to more than a few of the potential uses to which it is to be put cannot be devised. In the selection of the indicators themselves, to a large extent reliance must be placed on consensus that certain aspects of the society are 'important' regardless of the societal model one holds. A system such as this is highly reliant on rapid feedback because it is weak on providing anticipations of the full range of consequences of one's actions. Furthermore, the causal relations between one's actions & changes measured by a broad societal information system are indirect & diffused. A good deal of ad hoc, analytic res is required to bridge the gaps of inference in such a system. Modified HA.

A strong plea is made for greater use of sample surveys to collect a larger variety of basic soc statistics. The current state of soc statistics is unsatisfactory. It is felt that more sample surveys will enable us to plot trends, & to better measure progress toward the attainment of soc goals & values. The pioneering role that private res org's can & should play is stressed, esp in the area of controversial innovation. The advantage a nongov'al org has in this respect is pointed out. Recent attempts in progress to reconceptualize traditional concepts are discussed, eg the Nat'l Org of Opinion Res studies of `happiness,' new methods to measure experience with crime, new ways to measure abilities other than the use of yrs of educ, etc. Greater participation of private foundations in soc res is urged. Modified HA.

An expansion of the thesis of T. Parsons' paper, 'On the Concept of Influence,' (See SA A7155) that COMM's in Western society is a transactional process in which there is a widespread sense of trust. A novel insight offered by Parsons is: Deception is based on trust, eg, the haggling relationship of the bazaar (in which each party tries to gain as much as possible in each transaction) is virtually devoid of trust & hence of a feeling of having been deceived. It is difficult to know what `the best deal' would be in either broad econ or in personal relationships. In such a milieu, source effects become important, both buyer & vendor acting as though the relationship will continue beyond the individual transaction, & concerned with the conditions of trust. Tke epitome of the deceiver in our society is the confidence man, who capitalizes on the existing reserve of trust. In advertising, in courtship, in all our relations, there is without a doubt a large amount of nontruth. This should not be regarded as a contradiction of Parson's position, but rather as a subject for investigation. Audience impact on COMM's must receive further study, in the sense that feedback & the anticipation of feedback shapes the initial message, which in any case does not get across unless the audience wants it to. In studying source effects, we have generally failed to distinguish 2 questions implied by Parsons' categories: (1) is the source competent?, & (2) will it behave according to the rules? The literature on source effect treats the audience as a collective `sucker' who is taken in by the alleged characteristics of the source. AA.

The extent to which US students of the USSR take themselves seriously as a source of influence on nat'l policy must be appreciated. When Stalin died, they felt compelled to affirm the stability of the Soviet system in order to forestall any official policy based on an overestimation of instability. As a result of their efforts to offset what they perceived to be official errors in the view of the Soviet system, US scholars have concentrated on the stabilizing elements in Soviet society, esp the system of pol'al & soc control. As a result they may be less well equipped to anticipate & assess change. Game theory is based upon the assumption that one's opponent has complete information & has calculated his strategy with complete rationality. These may be optimal assumptions for setting strategy in a competitive situation, but they are scarcely a reasonable description of conditions that exist in the real world. In soc system analysis, it is important to look repeatedly at the actual behavior of people within the instit'al setting. This is crucial for assessing & predicting instit'al change. It is a common occurrence for instit's to maintain most of their formal characteristics while important changes of function have taken place within their framework. The possibility of free exchanges between the US & Soviet psychol'ts is seen as a way of correcting the overschematized models we have of each other's systems. M. G. Cohen.