Two-Way Asymmetrical Model

The Two-Way Asymmetrical Model is a communication theory that emphasizes a two-way relationship between an organization and its audience, where the organization seeks to gather feedback to improve its communication and strategies. However, this model is "asymmetrical" because the organization often uses this feedback primarily to influence and persuade the audience, rather than to foster mutual understanding. Essentially, the organization uses research to tailor its messages and initiatives to achieve specific goals, while still acknowledging the audience's views. It aims for effective communication but retains a level of control over the conversation.