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