information overload prevent essential information being dis-
tinguished? In the space available only some of these points can be
followed up here (but further reading can be found in McQuail’s
Mass Communication Theory).
In terms of the three models of how the constitution might
work introduced earlier (centralisation, corporatism and pluralism),
we can see that they involve different patterns of communication.
In a centralised pattern, most communication can consist of the
government and the opposition broadcasting their views to the
voters. At lengthy intervals the voters take a measured view of
performance over the last four or five years and send back a simple
message of acceptance or rejection at the polls (i.e. two simplex flows
of information).
In the corporatist model these flows are supplemented by
additional duplex flows of information between the government and
selected corporate organisations. The government seeks to improve
the quality of policy making by obtaining specialist advice, and
negotiates some concessions with some of those most affected in
return for assistance in implementing policies smoothly. The leader-
ship of these organisations may, in turn, communicate with their
members in a similar duplex flow or, alternatively, attempt to
represent them ‘virtually’ by assuming a knowledge of their interests
and views, taking a renewal of subscriptions as agreement to their
interpretation of their members’ interests.
In the pluralist model communication flows are most compli-
cated and diffuse. There must be widespread knowledge not only
of the government actions, but also of its intentions, so that these
can be influenced before they are finalised. Elaborate duplex infor-
mation flows connect not only the government and interest groups
but also enable interest groups and political parties to negotiate
compromises amongst each other, in order to influence events
better. The government needs a good knowledge of public opinion if
it is to generate a public consensus.
An examination of the activities of some of the political institu-
tions which are usually thought of as playing a key role in political
communication – political parties, pressure or interest groups, and
the mass media – may suggest which model is most appropriate.190 DEMOCRACY