1953

Newcombs model unlike other models takes the shape of a triangle and its main significance is that it tries to explain the role of communication in society or in a social relationship According to this model, communication maintains equilibrium within a social system

Diagrammatic representation of Newcombs model

Social Environment

Communicator

Receiver

Here A and B are communicator and receiver. They may be individuals or groups (unions) or government. X is part of the social environment ABX is a system, which means that their internal relation are interdependent

If A changes, B and X will change as well or if A changes his relationship to X, B will have to change either his relationship with X or with A. The ABX system will be in equilibrium only if A and B have a similar attitude to X The more important X is in A Bs environment the more urgent the need to share common orientation towards it

In the context of media We can take the example of war time A the government and B the public need to communicate to establish their common coorientation to the war X because it concerns both A and B

Not only because war is important but also because the situation is constantly changing So government and people (A&B) need to be constantly in touch This model assumes significance in the light of peoples increasing need for information