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art, literature, music, comedy, sports, games, etc. for personal and collective
recreation and enjoyment.

Reinforcement
Another aspect of this function is that we actively search for the reinforce-
ment that the media provide. Thus, individuals who continue to smoke,
although they may have wavering doubts that they should quit, may well
seek out cigarette advertisements in the newspapers and magazines. These
advertisements will reinforce their behaviour is just fine; as cigarettes are
enjoyed by their role model, they are low in tar and notice and in the process
they feel that they are getting all the pleasure they seek.

PERSUASIVE COMMUNICATION

Communication−Persuasion Matrix
The prime components involved in the process of persuasive communica-
tion have been identified as source, message, channel, receiver, and desti-
nation (independent variables) and presentation, attention, comprehension,
yielding, retention, and overt behaviour (dependent variables).
A convenient framework for understanding the entire process in the
form of a matrix greatly facilitates the study as set out in Table 3.1.

Table 3.1 Communication–Persuasion Matrix
Dependent variables Independent Variables
Source Message Channel Receiver Destination
Presentation
Attention
Comprehension
Yielding
Retention
Overt behaviour
Source: Handbook of Communication, W. J. McGuire, 1973.

When, for theoretical or practical reasons, we want to estimate the
persuasive efficacy of a campaign or hypothesize the relation to persuasion
impact of some communication variable, then we can analyse the communi-
cation aspects of the situation into the various volume headings and estimate
row. Such a column-by-row analysis makes the question more manageable
and also calls our attention to aspects that we might otherwise overlook.

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