Page 120 - Effective Communication Soft Skills Strategies For Success by Nitin Bhatnagar, Mamta Bhatnagar

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As shown in the Figure 5.23 the helix was seen as a way of combining the
desirable features of the straight-line models with those of the circle, while
avoiding the weaknesses of each. The Dance perspective added a concern with
the dimension of time to the circular feedback models, suggesting that each
communicative act builds upon the previous communication experience of
all the parties involved.

Becker’s Mosaic Model of Message Environments (1968)

Samuel L. Becker (1968) has portrayed the modified nature of information
as a time-space mosaic symbolizing a conglomeration of numerous ‘bits’
of messages available. The individual moves almost randomly through
the mosaic and is bombarded with these mini messages. Becker views the
concept of messages in the sense of a unified whole as an archaic concept
in the present times. Rather the contemporary communicator is exposed to
multiple pieces of messages from multiple sources.

Message ‘Bits’
It is a common human experience that whenever there is an assassination of
a powerful public figure, the news about the event reaches us in small bits
and pieces; from the hotel waiter, from the car driver, the local bar, the col-
leagues at the office, the eveningers, the TV, and so on. We form the complete
picture within ourselves based upon these pieces, from a multi tude of differ-
ing sources. A few hours later, there come other pictures- the filmed footage
of the memorial service, the funeral, the events of last day of the victim, etc.
Every time we hear about the event we relive our experience.
Becker felt that enough studies had been done on the effects of single
messages on well defined audiences. His model focuses on the effects of
multiple and diffused messages presented repeatedly over time to a large and
constantly changing audience.
Becker’s argument is that we are exposed repeatedly to sets of message
in our everyday lives, yet very few studies have been conducted to assess the
effects of such messages on both attitudes and overt behaviours. To represent
more adequately the message environment in which we constantly find our-
selves. Becker constructs a model using McLuhan’s metaphor of the television
as ‘a mosaic mesh of light and dark spots’. An illustration of Becker’s mosaic
is presented in Figure 5.24.
The mosaic consists of infinite message bits on any given topic. These
bits are scattered over time, space, and modes of communication. Each cell
of the mosaic has the potential of containing a message pertaining to any
given topic. The blanked cells represent and absence of a message.

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