ADVANTAGES

Because of this shift in communication load, we are faced with two alternatives: (1) changing the receptors, i.e. giving them more experience, and (2) changing the form of the message, i.e. providing different forms of the message for different grades of receptors. In the past the tendency was to insist on educating the receptors to the level of being able to decode the message. At present, however, in the production of all literature aimed at the masses the usual practice is to prepare different grades of the same message, so that people at different levels of experience may be able to decode at a rate acceptable to them. The American Bible Society, for example, is sponsoring three translations of the Bible into Spanish: one is of a traditional type, aimed at the present Evangelical constituency; another is of a more contemporary and sophisticated character, directed to the well-educated but nonchurch constituency; and a third is in very simple Spanish, intended especially for the new literate, who has usually had a minimum of contact with Protestant churches. Communist propagandists, it may be noted, have engaged in a similar scaling of translations of Lenin and Marx, making important adaptations for various grades of background and educational experience.

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