chapter  3
29 Pages

Managing the Flow of Ideas: A Local Management Approach to Message Design: Barbara J. O'Keefe and Bruce L. Lambert

OUR objective is to develop a theory ofmessage design, a systematic theoryof the relationship between message structure and message function.Message structure refers to the substance, organization, and placement of discourse. Message function involves both the antecedent conditions of message generation (especially the goals of the message producer) and the intended and unintended effects of the message.