A proposed model of political communication: expanding the communication model to incorporate multiple senders/receivers

David S. Waller

6 citations0/0 files storedJournal of Marketing Communications

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Media Studies and Communication Marketing and Advertising Strategies Communication Studies and Media

Abstract

This paper examines political communication and its applicability within the framework of the classical model of communication. Marketing educators have used the classical model of communication with little debate on its appropriateness in various marketing situations. In this paper a model of communication has been created to take into account the concept of multiple senders and receivers. This model has been further expanded to propose a new model of political communication during an election.

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2025Advances in Consumer Research 2000Marketing management: analysis. planning. implementation and control 1965The British General Election of 1964 1955The Process and Effects of Mass Communication 1960The Process of Communication 2018The British General Election of 2017 1975The Political Impact of Mass Media 1984Negative Political Advertising: Some Empirical Findings

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1998Multiple senders and receivers: a business communication model

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