WESTLEY AND MCLEAN's MODEL FOR COMM. RESEARCH
Published on Feb 03, 2016
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WESTLEY AND MCLEAN's MODEL FOR COMM. RESEARCH
BY PAUL EVANGELISTA AND DARREN BACANI
This model was suggested by Bruce Westley and Malcolm S. MacLean Jr. in 1957 for mass comm. research. This model was an adaptation from Newcomb’s (ABX) model of communication, which talked about co-orientation for simultaneous orientation in a two way communication.
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The main purpose of Newcomb's theory is to introduce the role of communication in a social relationship (society) and to maintain social equilibrium within the social system.
Westely and Maclean realized that communication does not begin when one person starts to talk, but rather when a person responds selectively to his/her physical surroundings.
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Variables
- X - Information relating the social environment.
- A - is the message creator and sender/Source.
- C - Gatekeepers; selects which information to disseminate.
- B - Receiver/Audience.
Variables
- fBA - Feedback Loop between Receiver (B) to the original source.
- fBC - Feedback Loop between Receiver (B) and to Communicator (C).
- fCA - Feedback Loop between Communicator (C) and Advocate/source (A)
- X' and X" - X' is the choice made by C; whilst, X'" is the message modified in media for transmission.
In mass communication, ‘A’ sends a message to ‘C’ who is the editor. ‘C’ acts as a gatekeeper and publishes the news after proper editing. There might be readers’ ‘B’ replies to which are in the form of letters or directly face to face. The process of letter reaching the writer takes a long time whereas direct review reaches fast.
PROS AND CONS
Pros
- There is the concept of feedback.
- As the message comes from the environment, sensory field improves the message formation.
Pros
- There is the concept of feedback.
- As the message comes from the environment, sensory field improves the message formation.
Pros
- Social and other factors are included in objects of orientation.
- The model can be applied to interpersonal, group communication as well as mass communication.
Cons
- There are many variables even for simple communication which makes the model very complicated.
- The model is only two-dimensional and does not explain communication which involves multiple messages and complicated messages.
Cons
- The information can get modified while sending it from the sender to the receiver as there can be noise (Shannon and Weaver). The model does not account for noise in communication.
