Variable Analytic Research Notes
- What is VAR?
- Take one variable
- Test it under every conceivable condition
- Generate data for theory building
- Average effect often zero
- SMCR Model - Lasswell's Lasting Contribution
- The Basic Model of Communication
- Who says What to Whom through what Means?
- Assumes a simple, direct, and unmediated Effect
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Updated March 21, 1996; Copyright © SBB, 1996