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Models of Communication | 99

Opinion
Source Message Mass Media Public
Leaders
Figure 5.15
Katz and Lazarfeld’s Model (1955)
Source: Personal Influence, Eilhu Katz and Pual Lazarfeld, 1955.

decisions. Their research also indicated the some people were consistently
more influential than others, leading them to conclude that ideas often
seemed to flow from radio to print to opinion leaders and from them to the
less active sections of the population in a two-step flow.
Gerbner’s Model (1956)

Communication processes can be seen as consisting of two alternating
dimensions—the perceptual or receptive, and the communicating or means
and control dimensions. The main elements of Gerbner’s model are shown
in Figure 5.16.
The process begins with an event E, something in external reality, which
is perceived by M (where M can be a human or a machine such as a camera
or a microphone) M’s perception of E is a percept E . This is the perceptual
1
dimension at the start of the process. The relationship between E and E
1
involves selection, in which M cannot possibly perceive the whole complexity
of E. If M is a machine the selection is determined by its engineering and its
physical capacities. If M is a human, however, the selection is more complex.

M

E Selection E 1 Means and
Event Context Percept
Availability Control
(or Communicating
Dimension)
Access
to
Channels
Media
Control M 2
Se 1
E E Percept of
Form Con- Selection Statement
tent Context about Event
Availability

Figure 5.16
Gerbner’s Model (1956)
Source: Introduction to Communication Studies, John Fiske, 1982.

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