Factors Affecting the Effectiveness of Communication
Communicators must find the recipient traits closely connected with the power of persuasion and use these qualities to lead and develop the media messages. People are educated and / or high berkecerdasan considered more difficult to be affected, but this statement is not convincing. People who have a weak self-concept seems to be more easily influenced, as well as those who lack confidence. However, research conducted by Cox and Bauer (1979; 46) showed a linear curve relationship between self-esteem with the power of persuasion, those who have high levels of confidence are those that are most easily influenced.
Communicators also need to consider the recipient’s awareness that the communicator is trying to influence them. People who previously had been exposed to some persuasion efforts will give different responses to people who have never affected before. Fiske and Hartley (1980; 79) shows the general factors that influence the effectiveness of a communication:
1. The greater the monopoly of communication resources to the recipient, the more likely the recipient will receive the impact or message.
2. The influence of the greatest communication when the message is delivered in accordance with the opinions, beliefs and character of the recipient.
3. Communication can lead to effective change for an unknown problem, considered minor, and not the core, which is not located in the center of the recipient’s value system.
4. Communication will be more effective if the source is believed to have expertise, high status, objective, or preferred, but the main thing is to have a source of power and can be identified.
5. Social context, group or reference group will be mediating the communication and influence whether the communication will be accepted or rejected.