In models of communication or persuasion, specific variables associated with the channel or medium that can influence the effectiveness of the message. This includes media type (e.g. TV, radio, newspapers, face-to-face communication), verbal versus nonverbal communication, and so on. Communicators need to consider whether research has shown that the channel/medium suits the intended communicative function and whether the target audience will regard its choice as appropriate. See also Yale model.
Subjects: Media Studies.