dynamic transaktionaler beginning

the dynamic transaktionale beginning of early & beautiful brook (1982) integrates effect and use beginning, as both the medium and the recipient and active and as passive communication participants are understood. Became communication and media research into the 80's usually either from one kommunikator and/or. medium-centered or a recipient and/or. if viewpoint public-centered outstandingly, the dynamic transaktionale beginning tries a combination of the two perspectives.

important on the side of the recipient are both the cognitive components, and presentness, needs and interests, which together constitute the selection and interpretation of medium offers. On the side of the Kommunikators on the one hand the selection of the medium offer is considered in accordance with mediating values (manipulative component), on the other hand also the dependence of the offerer on the interests and needs of the medium consumers. An important starting point with this model of the medium action is the consideration not only intentionaler, purposeful medium actions, but also habitualisierter actions, however by so-called “initial attractions”, i.e. subjectively particularly important information, to be broken through to be able and in the consequence intentionales information visiting to release be able - always as a function of the cognitive and emotional situation of the subject “the recipient the same does not remain in runs such a effect process: The conception, an individual meets with a medium offer, is an inadmissible simplification " (early & beautiful brook, 1982).

This is called concrete thus: The recipient changes by the consumption of medium contents which again a direct effect on these contents has. The dynamic transaktionale beginning proceeds from two basic assumptions: First of all the feedback processes are in the mass communication indirectly, i.e. to the place a feedback, which results from the ratingses, public opinion polls, listener letters and research results, steps direct inter+personnel communication. To these indirect feedbacks imaginary, there on both sides, step i.e. with medium participants and when recipients, conceptions and assumptions over the intentions, motivations and abilities of the “imaginary” communication partner and these acceptance exist to be referred to the communication procedure.

The mutual influence of recipients and media remained both during the traditional impact research and with the bonus beginning as far as possible unconsidered, i.e. the temporal aspect, which contained changes in the Medienbiographie, did not enter research. This dynamics, which result from the medium use, were integrated into the dynamic transaktionale model. The possible in particular attitude and changes of behavior of the recipient in the process of the effect process - are they now cognitive, social or emotional kind - must be considered by the research, this all the more, since effects affect and change again effects. In addition still changes of attitude come on the part of the recipient, which results from its everyday life, from communication in its social groups.

Result In the combination of effect and bonus beginning the dynamic transaktionale model one on the other tries to represent the most important variables of the effect process in their reciprocal effects and refer. The respective perspectives of the effect and bonus beginning do not become as alternatives, but when equally important and affecting parts regards itself.