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Applying communication theories to the Internet

Johanna Fawkes (School of Business Strategy, Leeds Business School, Leeds Metropolitan University, Leeds LS6 3QS; tel: +44 (0)113 283 7520; fax: +44 (0)113 283 7453)
Anne Gregory (School of Business Strategy, Leeds Business School, Leeds Metropolitan University, Leeds LS6 3QS; tel: +44 (0)113 283 7520; fax: +44 (0)113 283 7453)

Journal of Communication Management

ISSN: 1363-254X

Article publication date: 31 December 2000

6161

Abstract

The Internet has brought about change in the way that public relations is practised. Not only has it provided another channel of communication, but the communication dynamic itself has changed because of the Internet’s unique combination of characteristics. Much public relations practice is still posited on dated theories of the system of communication along the linear lines of sender, channel, receiver (with feedback). The public relations professional is there to transmit a message with the purpose of persuading publics to the point of view being promulgated. There have been suggestions that a new model of communication is required in order to explain the Internet medium. This paper re‐examines three of the older communication systems models to establish whether there are elements within them that can be helpful in explaining the dynamics of Internet‐based communication. The authors use the three models, in turn, to examine this medium by focusing on the message sender, the channel itself and the user of the Internet. The conclusion is that together they can throw valuable light on Internet‐based communication and that there are lessons to be drawn from these models that are useful for the contemporary public relations practitioner.

Keywords

Citation

Fawkes, J. and Gregory, A. (2000), "Applying communication theories to the Internet", Journal of Communication Management, Vol. 5 No. 2, pp. 109-124. https://doi.org/10.1108/13632540110806703

Publisher

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MCB UP Ltd

Copyright © 2000, MCB UP Limited

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