Dictionary of Media and Communication Studies, 8th edition

Salience

A B C D E F G H I

JK

L M N O P R S T U V

XYZ

W

channels by word of mouth. Rumour has the

following characteristic features: it can rarely if

ever be traced back to its origin; it can spread

(almost) at the speed of light; it will only spread

if the rumour has the momentum of credibility

(even if this credibility is only the size of a pinch

of salt); and it thrives in close-knit communities

that have either no regular or formal channels

of communication, or channels which are inef-

fi cient or not recognized as important.

A process of mediation occurs at most or

all points of telling, the original narrative being

exaggerated and usually decorated with envy,

spite or resentment. Good news rarely travels as

quickly as bad news. In organizations, rumour

often circulates most strongly in sub-cultures

of those people generally well down in the

hierarchy and who tend to be last in the queue

when information is passed through formal

channels.

Th e only antidote to rumour is effi cient, full

and open, participative communication, with

strong lines of horizontal as well as vertical

interaction. The impact of rumour is rarely

beneficial; in the main, rumour is corrosive

of relationships, fuels suspicion and bad feel-

ing. Its favourite habitat is a communication

vacuum. One dubious compensation is that the

subjects, or ‘victims’, of rumour are generally the

last to hear of it; unless, of course, they started

the rumour themselves. See interpersonal

communication; loony leftism.

Running story See spot news.

Rushdie aff air See fatwa.

Rushes In fi lm-making, prints of ‘takes’ that are

made immediately after a day’s shooting; these

are examined by the fi lm team, led by the direc-

tor, before the next day’s shooting. Produced at

a ‘rush’ from negative, they are also known as

‘dailies’.

S

Salience All messages are not given equal atten-

tion by the receiver; some messages, or parts of a

message, appear more prominent, more salient,

to the receiver. This predisposition towards

certain messages, or parts of a message, can be

the result of a complex range of factors such as

life experience, attitudes, values and interests.

Th ere has been considerable research into the

role of the media in the formation of salience,

particularly in the fi eld of current aff airs.

Th e focus of investigation here is the extent

to which media coverage of certain issues leads

the audience to perceive those issues as being

2001; groups; mother tongue; role model;
self-presentation.
Role model Albert Bandura, among other
theorists, identifi ed that we may under certain
conditions model our behaviour on those of
others. A role model is a person on whom others
model their behaviour in some respect (see for
example: ‘Influence of models’ reinforcement
contingencies on the acquisition of imitative
responses’, Journal of Personality and Social
Psychology, 1965, 1, 589–595). Role models may
be those we know and admire in everyday life;
they can also be those we learn about through
the media. Th ere are a number of reasons why
someone may be a role model.
Erwin P. Bettinghaus and Michael J. Cody in
Persuasive Communication (Thomson Learn-
ing, 1994) refer to a number of studies that have
identifi ed factors which tend to result in a role
model being infl uential, for example: the model
is seen as similar to the observer; the model is
observed to receive mostly positive rewards for
given behaviour; the model is viewed as compe-
tent, reliable and knowledgeable; the model is
seen to behave in a consistent manner and to
have high status. One or more of these factors
may account for a role model’s infl uence in any
given situation. Bandura, though, points out that
the potential infl uence of the role model will also
depend on whether we are motivated to obtain
the rewards associated with the role model, and
whether we believe that such rewards will be
achievable for us.
The influence of role models may be found
in any situation. Th e potential of role models
to influence behaviour has not been lost on
professional persuaders, and a number of studies
have shown that the use of role models can be
an eff ective tool in advertising. Celebrities can
serve as role models for consumers, and this is
one of the reasons why celebrity endorsement
is used as a tactic in the promotion of a wide
range of products and services. Hamish Pringle
in Celebrity Sells (John Wiley & Sons Ltd, 2004)
provides an example: ‘Very large numbers of
people use stars as role models and nowhere is
this more evident than in the area of personal
appearance.’ No wonder, then, that they are
frequently used to promote cosmetics, fashion
and related products.
Rotary press See cylinder press.
Royal Commissions on the media See topic
guide under commissions, committees,
legislation.
Rumour Indirect and unsubstantiated informa-
tion; hearsay; transmitted along informal