If students are not trained to ask basic questions about the images which confront them, if they are not asked to examine the knowledge and assumptions which they already possess, they are being denied the opportunity to develop the most simple and essential critical tools.
An American scholar of mass communications who played an important role in founding and shaping the discipline of communication studies. Schramm’s research interests included audience behaviour, persuasion, propaganda, and the educational uses of mass media.
Schramm's text "Quality on Educational Television" was considered THE bible for many who worked in education and instructional TV. I became aware of his work and followed his research.