Rhetorical force can be used to analyze interaction in organizational communication. In such an analysis, force is conceived of as being perceptual, arising out of interaction, aiding in understanding communication patterns, and increasing one's abilities both to anticipate actions and to plan or constrain one's actions. Rhetoric is a product of…

This paper proposes that a study be done in the area of diffusion of innovations using a recently developed communication methodological tool, metric multidimensional scaling (MDS). An argument is made for using MDS to measure cultural concepts which are shared by members of a society. A definition of homophily-heterophily is presented as the…