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4.3.6 Receiver or Audience
- Receiver is the target of the communication function. - May be a single person, a group or mass. - Receivers decide whether to accept the message or not and to act upon it. - A successful communication should have a targeted audience. - Receiver is not a passive recipient of message rather they are selective in receiving, processing and interpreting messages. - The more homogenous the audience, the greater the chances for successful communication. |
Last modified: Friday, 2 December 2011, 7:39 AM