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An Interactive Model of Mass Communication Systems

Introduction It is not the intention of this paper to present a new theory of attitude formation and attitude change but rather to utilize existing psychological concepts on the basis of an approach reflecting basic components. What is needed is a definition of attitude which will allow comparison of results plus a relation to a theory or systematic body of knowledge. In other words, with reference to mass media, three questions need to be asked: (1) what is an attitude, (2) under what conditions are attitudes formed and changed, and (3) how do mass communication systems fulfill these conditions. The statements presented here rest on three assumptions, none of which are original since they appear in most of the literature dealing with attitudes. They are: (1) attitudes are constructed of component parts and are not unitary entities, (2) attitudes and their component parts are part of larger cognitive structures now referred to as "filter categories" by certain sociologists (Blumer, 1969) and (3) the ability to change attitudes, their individual components or the larger filter categories may be caused by the acquisition of new information and by individuals, by groups, and by media which communicate socially relevant norms or expectations to the subject on a particular attitude. A tenable definition for the purpose of this paper is by G. Allport: "An attitude is a mental and neural state of readiness, organized through experience, exerting a directive dynamic influence upon the individual's response to all objects and situations with which it is related" (Insko, 1967, p. 2). There are as many definitions of attitudes as attitude theories, but of those considering attitudes to be cognitive phenomena there is a recurrence of a) an object, b) a person, and c) a perceptual relationship between the two which is mediated by some symbolic structure, commonly called language. In this sense, a person does not have an attitude about a desk, rather he has a conception or mental state concerning a particular desk and this in turn is part of a larger filter category, which could be furniture. It is