A structural balance model of communication effect

A communication model is presented in which the source, the communication, the issue, and the receiver are conceived as elements of a communication structure and attitudinal and unit relations between these elements are investigated. This basic communication structure is represented in terms of the mathematical theory of linear graphs, and Heider's principle of structural balance is invoked to specify balanced and unbalanced structures. The model is applied to interpretation of results of a sample of studies from different areas and is shown to have considerable power and generality in interpreting communication effects. Future avenues of developing the model are noted involving conceptualization of: (a) strength of relations, (b) importance of issue, (c) specific effects of imbalance, and (d) individual differences in intolerance of imbalance. (26 ref.) (PsycINFO Database Record (c) 2006 APA, all rights reserved).