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[1950-1970] The media-effects term "communication research" was adopted, as distinct from "rhetorics."
[1960-1970] A decade marked by historical/landmark events (Vietnam War, Beatles, hippie movement, sexual revolution, Kennedy and Martin Luther King Jr. assassinations) and the rocky transition from focus on public address to a concentration on interpersonal communication.
[1960] SAA members still thought of speech as a "platform art," set in the context of a structured meeting.
[1963] Wilbur Schramm, Director of the Stanford Institute for Communication Research, referred to four leading scientists as the "Founding Fathers" of communication research: Harold Lasswell, Kurt Lewin, Paul Lazarsfeld, Carl Hovland.
[1960s] David Berlo reduced the Shannon & Weaver model to four parts, the source-message-channel-receiver (SMCR) model.
[late 1960s] Scramm established communication research programs in several prestigious universities and trained the first generation of empirically oriented communication researchers while avoiding dialogue with existent humanities-based speech departments; this lack of contact set a pattern for the division between the rhetorical arts and the behavioral sciences.
[1969] SAA became the Speech Communication Association (SCA), implying a more dominantly scientific approach.
[1970] Most faculty regarded public address as outdated; the current trend focused on interpersonal communication which emphasized self-disclosure and awareness of the individuality of others.
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December 2001
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