RILEY AND RILEY AND
MALETZKE
MASS COMMUNICATION
MODEL
Introduction
The Riley and Riley Model shows that communication is influenced by
social groups like family, friends, and the community. It says both the
sender and the receiver are part of a larger social system that shapes
their thinking and behavior. The Maletzke Model explains mass
communication by including the sender, the receiver, the media, the
message, and other things like a person’s background and social
environment. It shows that communication is a complex process with
many parts.
RILEY AND RILEY MASS COMMUNICATION
MODEL
John W. Riley and Matilda White Riley created the Riley and Riley Mass
Communication Model in 1959. They explained their ideas in an article
called "Mass Communication and the Social System." Their model is
based on older communication models like those of Aristotle and
Lasswell. This model examines how people's communication is shaped
by society and the groups to which they belong.
Features of the Riley and Riley Mass Communication Model :
● Two-Way Communication: Communication flows in both
directions, from the communicator to the receiver and back
through feedback.
● Influence of Social Groups: The communicator and receiver
are influenced by their primary groups (like family or close
friends). These social groups shape their ideas, needs, and
understanding.
● Larger Social Structures: The communicator and
receiver belong to some social groups. These groups form a
social system.
● Feedback Loop: The receiver gives feedback based on the
message. This helps the communicator improve or adjust
the message if needed.
EXAMPLE:
A school principal makes a new rule that students cannot use mobile
phones during class. Before making this rule, he talks to teachers and
staff, who are part of his close group. The students hear the rule through a
notice. They also belong to their groups, like friends, classmates, and
parents, who affect how they feel about the rule. Some students think the
rule is too strict and share their feedback with the teacher. This feedback
reaches the principal, and after listening to their concerns, he changes the
rule to allow phone use during breaks but not in class. This shows how
both the principal and students are part of bigger social groups, and how
communication works in both directions with feedback and understanding.
MALETZKE MASS COMMUNICATION MODEL
The Maletzke Mass Communication Model was developed by Gerhard
Maletzke, a German communication expert. This model explains how
mass communication works, especially through media like TV,
newspapers, radio, and the internet.
The model includes several parts: the communicator (like a journalist),
the message, the media channel (TV, newspaper, etc.), and the
receiver (the audience). It also considers the influence of society,
technology, and personal background on both the communicator and
the receiver.
EXAMPLE:
A news reporter writes a story about climate change. They choose what
facts to include and how to present them, depending on their personal
views and the rules of the news company. The audience watches this story
on social media. People react in different ways. Some feel worried, some
disagree, and some feel inspired to take action. Their reaction depends on
their background, beliefs, and the way the message was shown.
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