miércoles, 7 de mayo de 2008

Tuba de Schram

Enfoque Procesal
En este modelo, se deja de lado la forma tradicional de E-M-R.
Hemos cambiado la forma de ver la comunicación, ahora es un proceso, existen elementos nuevos como la "Retroalimentación" o "Feedback". Lo importante del modelo es que tanto el emisor, el mensaje y el receptor cambian sus nombres. Aparecen nuevos conceptos como Codificador, Interprete, Decodificador. Ya no existe un sólo mensaje sino que pueden haber muchisimos al mismo tiempo. En cuanto al Receptor, este no se considera una masa, sino como una audiencia, un público capaz de dar una opinión. En ella surge un personaje llamado "Líder de opinión" quién es el encargado de recibir la información enviada por la fuente y a su vez hacerla llegar a pequeños grupos, lugar donde pueden existir otros pequeños líderes de opinión. Todo enmarcado dentro de un proceso de Retroalimentación o Feedback.

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