Zusammenfassung
Die Phase der Spekulation über Wirkungen interpersoneller Kommunikation ist überwunden. Empirische Untersuchungsmethoden der Kommunikationsforschung erlauben, die Effektivität von Kommunikationen exakt zu bestimmen. Damit ist erstmals möglich geworden, auf der Basis verläßlicher Ergebnisse eine auf Kommunikationseffektivität zielende Strategie zu bilden. Die Konsequenz: der Erziehung wie allen anderen Bereichen der Menschenführung stehen völlig neue Wege offen.
Das Bemühen, Kommunikationsstrategien mit äußerst kleinem Risiko zu entwickeln, führte zur Kontrolle hypothetischer Strategien in Stichprobengruppen. Nur empirisch verifizierte Effektivität der Kommunikation wird als strategiebildender Wert anerkannt, und nur aus derart abgesicherten Werten gebildete Strategien werden für die auf das Kollektiv gerichtete Kommunikation verwendet.
Summary
The era of speculation concerning the effects of interpersonal communications is over. Empirical methods of investigation now used in communications research permit a precise determination of the effectiveness of communications. Thus it has become possible for the first time to plan a communications campaign with a specific effectiveness-target, based upon the results of reliable research-testing. The consequence: completely new fields stand open in the sphere of education, as in all other branches of opinion-and-attitude formation.
Attempts to minimize the risks of failure of any particular communications campaign have led to the testing of hypothetical strategy on test-groups. Only factors with empirically verified effectiveness are then considered for use in communications strategy, and only those strategic plans consisting of such tested factors are used in constructing communications campaigns aimed at the collective group (i.e., the specific population segment from which the test-group was drawn).
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Zillmann, D. Strategische Anwendungen der Kommunikation. Z. Prāventivmed 9, 356–368 (1964). https://doi.org/10.1007/BF02030403
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DOI: https://doi.org/10.1007/BF02030403