An influential social scientific approach to the study of both mass and interpersonal communication, originating in the USA in the 1950s. It draws primarily on psychology, sociology, and political science and tends to be based on quantitative research using experiments and surveys. At the heart of the effects tradition, it is particularly associated with the study of sender-oriented issues (e.g. effectiveness and persuasive strategies), and of technical and practical problems in communication. See also Yale model.
Subjects: Media Studies.