2  ELEMEMENTS OF COMMUNICATION IMPACT
A definition of communication impact necessarily begins with an explanation of what is actually meant by communication. Of the many definitions of communication, we have sought one which emphasizes goal driven behavior, which is later shown to be the basis for choosing strategies so as to impact action and relationship. Gerald R. Miller claims that “In the main, communication has its central interest in those behavioral situations in which a source transmits a message to a receiver(s) with conscious intent to affect the latter’s behavior” (1976, p.92). By analyzing the message, its communicative impact can be assessed to the extent that the sender’s intent (goal) has been understood and accepted once the message has been received. Furthermore, it is only the immediate impact of the communicative act on the receiver’s desire to react that is investigated.