Westley Maclean introduced the mediated theory of communication in 1955. Maclean assumes that the process of communication begins when the receiver receives the message. Message is sent from the sender and received by the receiver by means of media.
Westley MacLean Theory of Mediated Communication Proposes 4 stages/levels in the theory:
- Level 1: INTRAPERSONAL COMMUNICATION
- Level 2: INTERPERSONAL COMMUNICATION
- Level 3: SIMPLE MEDIATED COMMUNICATION
- Level 4: COMPLEX MEDIATED COMMUNICATION
Level 1: INTRAPERSONAL COMMUNICATION
- This level assumes communication occurs with one source only (within the self)
- Communication in this level can be verbal and/or non verbal
- No feedback in this level (feedback only happens within the self)
- X’ is any object/issue within a person’s frame of reference.
- ‘A’ refers to the individual observing ‘X’
- refers to the concept of ‘infinity’ (no ending)
Level 2: INTERPERSONAL COMMUNICATION
- This level assumes communication occurring between two or more individuals -Communication in this level occurs via face-to- face
- Individuals interacting in this level can choose any object ‘X’ to discuss about (but the object ‘X’ has to be within both individuals frame of reference/experience)
- Feedback between the individuals during the interaction is spontaneous (face-to-face communication)
- X’ is any object/issue within a person’s frame of reference.
- ‘A’ refers to an individual which chooses what object to communicate with individual B
- Both individuals (A and B) must be able to see and understand the object (X) which is being discussed
- Feedback is spontaneous (transactional)
Level 3: SIMPLE MEDIATED COMMUNICATION
- This level assumes communication occurring via media or any forms of communication devices
- Communication devices, in this context refers to telephone, Internet (e-mail), newspapers, television, satellite etc.
- This is a form of interactive communication
- Feedback is present in this level, but feedback is delayed
- ‘C’ refers to media institutions (journalists/producers/media management etc) which chooses what issue (X) to broadcast to society (B)
- media institutions refers to all categories of media industries: electronic media, print media and new media
- In this level, media institutions can act as gatekeeper
- ‘B’ refers to society which receives the news/story about an issue (X) from the media ‘C’
- ‘B’ is not able to directly see or observe the issue (X), but is being informed about the issue via the media ‘C’
- ‘B’ is able to provide feedback about the issue (X) to the media ‘C’
Level 4: COMPLEX MEDIATED COMMUNICATION
- This level assumes communication occuring via the media and involves more individuals and stages/procedures (complex)
- In this stage, two groups of individuals (general public and the media) directly observe an object/issue (X) and the media ‘C’ disseminates news/stories about ‘X’ to the general public who are not able to directly observe ‘X’
- Agenda setting occurs in this level; the media chooses what issue to focus on
- The media ‘C’ can magnify an issue to capture the attention of the general public examples: – political issues – social issues – health issues – celebrities issues etc