Apply Mass Communication Model to examine the influences of RBA CoC

I notice a situation that the people were talking about RBA (Responsible Business Alliance) Code of Conduct recently.  No doubt RBA is a good code of conduct whereby entrepreneur should take it as a guideline while operating their business.  However, my curiosity why the RBA becomes “popular” within these 2 months?  Many friends around me also said that they were working on this RBA.


RBA CoC has been published and launched in the market since the year 2018 why it only vigorous spread now?  You may say that this is because the customer only asks us to do so.  This could be a fact.  Today, I try to analyse the situation from the mass communication spread modelling, hopefully, our reader could have a better idea to understand the mass communication route.

3 relevant Mass Communication Theory

There are 3 relevant mass communication theories which explain the spread or influences of RBA.  They are:

  • Linear Model
  • Awareness Spread Model
  • SIR (Susceptible-Infective-Recovery) Model

Every modelling always comes in a simple model to explain the phenomenon observe during the beginning stage.  Linear mass communication model explain information spread from sender to receiver.  The launch of a new product or practice such as RBA could consider as a One-Way flow of mass communication.  During this stage, we aware this is the type of Mass Communication fulfil the Linear model.

From practical experience, the Linear Model is having the lowest spread influences perhaps the spread will deteriorate after the launching.  This explains why the RBA Code of Conduct has launched since the year 2018 but not many people are talking about this practice during the moment.

Better Spreading – Awareness Spread Model

Awareness Spread Model in mass communication saying that the people will get influence through their social interactions.  For instance, an epidemic decease will spread out easily with a high interaction rate.  Another scenario is FB user increasing rate, the FB user may start with slow grow rate and increase exponentially while more and more user interaction.

There are several key parameters we should understand in Awareness Spread Model:

  • N: Overall Potential Infection Population
  • S(t): Not Affected Population at time t
  • I(t): an Affected population at time t
  • P(d): Infection rate

Awareness Spread for sure is a better way of spreading the information but spreading may come to an end while all the potential population get infected.  After a period of growth rate, the rate will slow down.  This is because the “potential infected population” will get saturated.

Now you receive a commitment letter from your customer asking you to implement the RBA code of conduct, this also implies that the spread of RBA Code of Conduct will grow faster as currently spread as Awareness Spread Model.  This also implies that you heard more and more people talking about RBA recently.

Will the Spreading Slow Down – The SIR Model

From both the Linear and Awareness Spread model, while an epidemic decease occurs, the decease will spread through-out the potential population.  Is that the case?  What are we missing here if it is not?

We miss out one of the important criteria in decease propagation, the Recovery Rate.  The Recovery Rate tells us once the people get infected and recovered from the illness, it may not get infected again.

R(0) : The ratio between Infection rate and Recovery rate

If the R(0) > 1, it implies the decease may continue spreading and the overall infection population will increase.  A popular song is having a higher R(0) value as compare to those unknown singers.  This implies the hot singer having a higher propagated rate.

The SIR Model may not relevant to the spread of RBA CoC, but since we already talked about both Linear and Awareness Spread, I might as well reveal the SIR model so that our reader could have a better perspective about these 3 models and their interaction.

With the above 3 mass communication spread modelling in mind, we could explain the most of the social phenomenon, such as the spread of epidemic decease, a popular hot song, the potential selling rate for a new launch product and much more.

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