Product Description
by J. David Johnson (Author)
The metaphor of dosage offers us a rich organizing principle for managers. It focuses our efforts on fundamental, pragmatic communication issues such as amount, frequency, delivery system, sequencing, interaction with other agents, and contraindications. It suggests compelling new answers to fundamental problems that all managers must face, with an appreciation of basic issues beyond our conscious awareness: How much communication should we engage in to pursue our projects? Inside this book, the author focuses on the dosage metaphor as a way of confronting this question-what level of communication, both in terms of amount and of depth, is really necessary to accomplish particular purposes? Most communication theories implicitly paint a picture of the prevalence and paramount importance of communication, with a "communication metamyth" that more is necessarily better. This book provides the first truly comprehensive treatment of dosage. It details the most contemporaneously interesting issues of change and of productivity, and the final chapter presents the dosage metaphor in broad sweep and suggests a countervailing minimalist approach to communication.
Author Biography
J. David Johnson received his PhD from Michigan State University in 1978, and is professor in the Department of Communication at the University of Kentucky. He has held academic positions at the University of Wisconsin Milwaukee, Arizona State University, the State University of New York at Buffalo, and Michigan State University, and was a media research analyst for the U. S. Information Agency. He has been recognized as among the most prolific publishers of refereed journal articles in the history of the communication discipline. He has written five books, and in addition to his academic credentials he has been a practicing manager for nearly three decades in positions ranging from warehouse supervisor, to chief of supply and services division of a hospital, and to dean of an academic college.
