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The Osgood Model of communication
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Mass Communication theory
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The Osgood- Schramm ModelIn 1954 Charles E. Osgood presented the theory of meaning. Wilbur Schramm
changed this theory of meaning into a model and after this model became the
Circular Model of communication.
Charles E. Osgood was an American Psychologist who developed the technique
of measuring the ‘connotative meaning’ of the concept, known as semantic
Differential. Osgood was born in Somerville, Massachusetts and did his P.hD
from Yale University.
Wilbur Schramm was a scholar and also known as the authoritarian of Mass
Communication. he was a great influencer of mass communication and was the
one who established the departments of mass communication studies across the
universities of the United States. He was the first person who called himself a
communication Scholar. Schramm did a pilot project called Mass
Communication Program for his P.hD in Lowa University.
Schramm was born in Germany. In 1935 he found literally magazine called
American Prefaces: A Journal of creative and imagery writing. Schramm was
especially influential for his 1964 book Mass Media and National
Development which was published in conjunction with UNESCO, which
effectively began research into the link between the spread of communication
technology and socio-economic development.
In Mass Media and National Development (1964), Schramm said that mass media
in developing countries needed to play three roles—those of watchdog,
policymaker, and teacher for change and modernization.
The Osgood –Schramm Model
The Osgood and Schramme model is about two way of communication
between Sender and Receiver. Osgood popularized the statement that
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