Communication and Coorientation of Collectivities: SOCIAL SERVICE AGENCIES INTERNAL ORGANIZATIONAL COMMUNICATION SCHOOLS AND THE COMMUNITY THE GENERATION GAP STUDENT DEMONSTRATIONS NATURAL RESOURCE AGENCIES MASS MEDIA AND THEIR AUDIENCES AN INTEGRATING THEORY SOME CONCEPTUAL AND METHODOLOGICAL PROBLEMS NOTES REFERENCES

Abstract

Many research traditions in applied social science have been concerned with communication between a formal organization and a social collectivity (often called a public, a clientele, or a mass), or between members of two social categories such as socioeconomic classes or ethnic groups. Concepts studied in these traditions include the diffusion of innovations, change agents, marketing, public relations, organizational communication, mass media effects, school-community relations...