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1 1

1 2

Express Mutual
Interpret
Participant A A Understanding B Participant B
Interpret
And Express
Then
1 1

1 2

And then
Figure 5.26
Rogers and Kincaid Model (1981)

model explained communication in terms of a progressive sending and
receiving messages between two individuals in which the goal and predicted
outcome are mutual understanding of a topic. Although acknowledging the
role of interpretive process, that occurs within individuals, the Rogers and
Kincaid view emphasized the information exchanges and networks them.
Their perspective also carried forth the view of communication as a process
rather than a single event, a point of view emphasized in nearly all models
in recent years.

Toulmin Model

Stephen Toulmin has made an important contribution to understanding of
argumentation. His model can be used to evaluate the strength of an argument
before it is actually presented to audience, or locate the weakness of the argu-
ments. According to Toulmin all arguments share three basic elements- data,
acclaim, and a warrant. On the basis of data the speaker makes a claim, but
there has to be a reason or warrant, for the listeners to accept the claim. For
example, the fact that a company is a monopoly (just offering data) by itself
does not justify government action. We must also know something about
how monopolies operate. This is something that is supplied by the warrant.
When the data and the warrant are taken together the full implications of the
claim become apparent.

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