Mass communication theories are utilized to shed light on a challenge faced by the Canada Revenue Agency. The author leverages established theories to propose a new one – The Theory of Unrealistic Expectations. He explains that if people can see a network, they are far more likely to have realistic expectations about how long it will take for them to move through the queue or get service. For example, people who use highways that are jammed with traffic on holiday weekends know that their journey will take a long time and they will likely make an accommodation by leaving early. That is not the case when the network can’t be seen. The author uses this theory to reflect on why many people who file their taxes online do so at the last minute, thus creating challenges for the Canada Revenue Agency.
Smith, Donald L.
"The Theory of Unrealistic Expectations: Utilizing a Framework of Established Mass Communication Theories to Develop a New Perspective on a Current Communications Challenge,"
The McMaster Journal of Communication:
Vol. 6, Article 17.
Available at: http://digitalcommons.mcmaster.ca/mjc/vol6/iss1/17