ABSTRACT
There are 5 Ws-Who says What in Which channel to Whom with What effect- that gave the first full recognition to the concept of information. What communication media provided was "information" directed to an audience with consequences that could be analyzed and related back to each step in the process. To the controllers of the gates of media, Kurt Lewin gave the now classic label of gatekeepers. Bruce Westley and Malcolm S. MacLean developed a conceptual distinction between mass and personal modes based upon the notion of sensory field and the function of intermediary selectors in controlling which and how much material from a sensory field is processed. Their model suggests that the persistence of the personal mode for the formation of opinion and judgment may lie in the greater availability of information through other sense modalities and the assurance provided by orientative feedback at the interpersonal level.
