I. Overview

  1. What is VAR?
    1. Take one variable
    2. Test it under every conceivable condition
    3. Generate data for theory building
    4. Average effect often zero

  2. SMCR Model - Lasswell's Lasting Contribution
    1. The Basic Model of Communication
    2. Who says What to Whom through what Means?
    3. Assumes a simple, direct, and unmediated Effect

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Updated March 21, 1996; Copyright © SBB, 1996