Wilbur Schramm’s Field of Experience (Frame of Reference) in Communication: Theory, Model, Examples, and Media Relevance
In the field of mass communication studies, theoretical models have gradually evolved from simple linear explanations to more complex understandings of human interaction. Early theories often portrayed audiences as passive recipients of media messages. One of the most prominent examples was the Bullet Theory, also known as the Hypodermic Needle Model, which suggested that media […]