Some Reasons Why Information Campaign Fail- Hyman and Sheatsley 1947
COMMUNICATION THEORY SUMMARY
Some reasons why information campaign fail- Hyman and Sheatsley 1947
Even if all physical barriers to communication were known and removed there would remain many psychological barriers to the free flow of ideas. The purpose is to demonstrate some of these psychological factors that impede comm and thereby formulate certain principles and guides which must be considered in mass information campaigns.
1. The Chronic “Know-nothing’s” in relation to information campaigns All persons do not offer equal targets for information campaigns. Surveys consistently find that a certain proportion of the population is not familiar with any particular event. It can be commonly thought that the information campaign was not distributed broadly enough to reach them, however when knowledge of the same group is measure in relation to another event they still know very little of nothing about it. If all persons provided equal targets for expose there would be no reason for the same individual always to show a relative lack of knowledge. Instead there is something about the uninformed which make them harder to reach, no matter what the level or nature of the information.
2. Interested people acquire the most information: the importance of motivation in achievement or learning or in assimilating knowledge, has been consistently shown in academic studies, but they are often ignore in information campaigns. The widest possible dissemination of material may be ineffective if it is not geared to the public’s interests. Although knowledge and ignorance are measured, interest is overlooked. Yet it can easily be measured as well and it is highly significant in understanding the factors behind a given level of knowledge. Motivation can be high on some issues and low on other, but on foreign affairs they tend to be generalized: some people interest in many, some in any. And if one gets interest in one topic the interest may also rise in another related topic. It
Some reasons why information campaign fail- Hyman and Sheatsley 1947
Even if all physical barriers to communication were known and removed there would remain many psychological barriers to the free flow of ideas. The purpose is to demonstrate some of these psychological factors that impede comm and thereby formulate certain principles and guides which must be considered in mass information campaigns.
1. The Chronic “Know-nothing’s” in relation to information campaigns All persons do not offer equal targets for information campaigns. Surveys consistently find that a certain proportion of the population is not familiar with any particular event. It can be commonly thought that the information campaign was not distributed broadly enough to reach them, however when knowledge of the same group is measure in relation to another event they still know very little of nothing about it. If all persons provided equal targets for expose there would be no reason for the same individual always to show a relative lack of knowledge. Instead there is something about the uninformed which make them harder to reach, no matter what the level or nature of the information.
2. Interested people acquire the most information: the importance of motivation in achievement or learning or in assimilating knowledge, has been consistently shown in academic studies, but they are often ignore in information campaigns. The widest possible dissemination of material may be ineffective if it is not geared to the public’s interests. Although knowledge and ignorance are measured, interest is overlooked. Yet it can easily be measured as well and it is highly significant in understanding the factors behind a given level of knowledge. Motivation can be high on some issues and low on other, but on foreign affairs they tend to be generalized: some people interest in many, some in any. And if one gets interest in one topic the interest may also rise in another related topic. It