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2. Who controls your message?
- Collection:
- Agricultural Communications Documentation Center (ACDC)
- Contributers:
- Vacin, Gary L. (author / Professor of Agriculture Leadership, Education and Communications, University of Nebraska-Lincoln)
- Format:
- Journal article
- Publication Date:
- 1993
- Published:
- USA
- Location:
- Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 96 Document Number: C07628
- Journal Title:
- Journal of Applied Communications
- Journal Title Details:
- 77 (2) : 24-30
- Notes:
- James F. Evans Collection, As we move further into the electronics age, several agents of control are muscling their way into the business of communicating. Specifically, technology, fashion and a one-way mid-set are fighting for control over message development and delivery. This article advises land-grant university communicators on how they can recognize - and beat - these control agents, and how communicators can help land-grant universities overcome reputation deficit. We, as communicators, are in danger of losing control of our message. I am not talking about a shadowy conspiracy to subvert our civil liberties. I do not have any evidence of such a thing occurring. The control I am talking about concerns, first, the role of technology. Second, it concerns the way popular fashion shapes and often misshapes our messages. And, finally, it concerns our own intellectual honesty. I call it the problem of the One-Way Mind. Therefore, let me sketch how these agents of control are muscling into our business of being professional communicators. (author)